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Shoppers almost always arrive with more questions than answers.Shoppers often buy a different car than the one that brought them in.These are great observations and certainly true, but perhaps not for the reason given.First, shoppers these days have MUCH more information then before BUT KNOW LESS. The complexity is like drinking from a firehose for them.Second: Why do shoppers often buy a different car than they came in on? There are a HOST of reasons that aren't likely to be solved by a website. Let's start with negative equity and the consumers' typical lack of sophistication. How many consumers don't realize intuitively that their balance on their trade has to get added back in to the new car loan? How many understand going in that the advance call from the lender, as well as their available cash, or lack of it, dictates what they can and can't buy based on their own budget for monthly payment? There are obviously a host of other issues that determine this but in HUNDREDS of dealership visits over the last 5 years, I've seen this situation time after time.Often, the consumer blames the dealer for the lender's advance call and their own negative equity. This reflects itself in survey results.
These are great observations and certainly true, but perhaps not for the reason given.
First, shoppers these days have MUCH more information then before BUT KNOW LESS. The complexity is like drinking from a firehose for them.
Second: Why do shoppers often buy a different car than they came in on? There are a HOST of reasons that aren't likely to be solved by a website. Let's start with negative equity and the consumers' typical lack of sophistication. How many consumers don't realize intuitively that their balance on their trade has to get added back in to the new car loan? How many understand going in that the advance call from the lender, as well as their available cash, or lack of it, dictates what they can and can't buy based on their own budget for monthly payment? There are obviously a host of other issues that determine this but in HUNDREDS of dealership visits over the last 5 years, I've seen this situation time after time.
Often, the consumer blames the dealer for the lender's advance call and their own negative equity. This reflects itself in survey results.
