IMO, 99.9% of car shoppers want to see, touch, smell THEN decide.
This is why I predicted that GM's SCD design would not be disruptive. Somehow, they concluded that shoppers wanted a new car buying workflow. Everywhere I look, I see evidence that tells me that shoppers prefer the existing workflow (i.e. R.O.B.O. Research Online, Buy Offline).
Joe, No doubt, no matter what you buy online, you still need to feel it, touch it, see it and of course
smell that new car smell before signing on the bottom line. But, as the AutoTrader study pointed out, only 17 out of 4,000 respondents felt the current car buying process is the ideal experience. Here is a peak at the FUTURE for anyone whose time is valuable and who would prefer not to spend days in dealer showrooms trying to put a deal together:
1. Research online. This includes studying available data, pro reviews, consumer reviews.
2. Watch video test drives to imagine yourself behind the wheel and learn about the key vehicle attributes (and purchase motivators.)
3. Narrow your choices down to A, B and C, as well as desired color (very important), trim, options.
4. Contact the dealer with car A via email or phone. Get your best price. If not satisfied, contact the next dealer with car A. When you hit an agreed upon price, arrange for financing or payment online.
5. Schedule a time to have the car brought to you for an actual test drive at your place and time. If you like it, sign the papers. The car will be delivered to you in a day or so, after prep and all papers have been filed.
This is a tremendous saving of time for everyone involved. Sales reps don't have to spend an afternoon with tire-kickers who are at the top of the purchase funnel. The virtual test drive builds desire while providing key decision-making data. The educated consumer knows what he or she wants and is ready to do business. The sales rep gives it his best shot over the phone, not after hours spent test driving, explaining and educating. Bringing the vehicle to the customer for the actual test drive on a quiet afternoon when the showroom is empty, seals the deal. Once the car is that close to owning, the desire to possess it is at its peak. I predict that the closing rate will be significantly higher with this scenario.
Friends of mine just bought a new Grand Cherokee after doing everything I mentioned except that they went to the dealership for the test drive and signing. Today, TIME is most important to professional people and working people alike. Save someone time and aggravation and you have a new friend and a long-term customer. Stay back at the dealership reading the paper and texting and you will lose sales to a dealership that appreciates what highly-valued customers need (time, convenience, ease, comfort, pleasure, a better way to buy) and that uses today's online technology to fill that need.
