Buyers say cars being disinfected boosts their confidence more than reduced prices
- A third of buyers say cleanliness was the number one service dealers could publicise to increase their confidence to buy
- Rate increased to 61% as a top 3 consideration for female buyers, compared with 46% of male buyers
- Reduced prices cited as second most important consideration
1 October 2020 The assurance that cars have been comprehensively disinfected by dealers is more important to boosting car buyer confidence than price reductions, according to new consumer research by eBay Motors Group.
When asked what type of services would most increase their levels of confidence in dealers under the current circumstances caused by Covid-19, a third (33.1%) of buyers cited thorough car cleaning to ensure vehicles are disinfected, ahead of price reductions by 20.6%.
Also in the top five considerations were free return periods, the prime considerations for 8.1%, attractive financing options (including zero percent interest for the first 12 months), was the next most favoured consideration by 6.4%, followed by home deliveries by 5.7%.
The importance of buying cars that had been disinfected was most keenly felt by female buyers with 61% stating it was among their top three considerations, compared to just 46% of male buyers. Price reductions were the number one consideration for men and second biggest consideration from females. Together disinfection and price were the most important items along with the option of a free return period
The findings come from Consumer Insight Panel research which polled the views of 529 visitors to Motors.co.uk in August and September.
"Our research shows just how important assurances around comprehensive disinfection services provided by dealers are to buyers; even ahead of securing a price reduction," said Marc Robinson, head of external sales at eBay Motors Group.
"Since being allowed to reopen, dealers have been cognisant of the need to strictly adhere to hygiene rules in their showrooms for all to see. While it is obviously important to extend these considerations to the cars they are selling, they also need to communicate this to customers through their online marketing and at the point of sale.
"In these uncertain times, hygiene and sanitisation is the new norm and an accepted reality of the new norm - it's becoming table stakes and if retailers don't show customers they have high standards then they may not have the confidence to buy. We recommend dealers communicate the measures they have in place clearly and consistently to potential buyers. Our data shows that car buyer remain highly active, but dealers will need to be flexible to provide additional confidence to consumers," said Robinson.