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I agree that shoppers follow very different paths between used and new. This is from the PCG 2016 Automotive Shopper Influence StudyPost sale interviews and surveys are notoriously unreliable. Customers will often say whatever they think you want to hear, and really just want to drive away in their new car. I remember working with a Honda dealer in central Massachusetts at least 15 years ago. They were very forward thinking. When asked what brought them into the dealership, customers would, more often than not, say "the newspaper". Problem was, they hadn't advertised in the newspaper for years.
I agree that shoppers follow very different paths between used and new. This is from the PCG 2016 Automotive Shopper Influence Study
Post sale interviews and surveys are notoriously unreliable. Customers will often say whatever they think you want to hear, and really just want to drive away in their new car. I remember working with a Honda dealer in central Massachusetts at least 15 years ago. They were very forward thinking. When asked what brought them into the dealership, customers would, more often than not, say "the newspaper". Problem was, they hadn't advertised in the newspaper for years.
