Gumtree Cars recently released some research which found that consumers now trust auto dealers more than they did only five years ago, but there still remains a difference between how dealers think consumers want to be treated.
Presented at the recent AADA Convention, the ‘Connecting the Disconnected in the Car Shopping Journey’ report revealed that “transparency is the new currency in car buying” which calls into question many of the longstanding sales practices used the meet sales goals and boost the bottom line. (See main article.)
The study is said to be unusual in that researchers normally interview one population; either it is consumers or dealers. But the Gumtree Cars survey is unique in that it sought a 360-degree view by capturing buyers and also the sellers.
Gumtree commissioned international research company BrandSpark International to survey more than 1000 consumers and more than 100 dealers in Australia.
Highlights of the wide-ranging study include:
Before entering the dealership:
Read more here
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