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ARTICLE · 14 JULY 2021

Car Dealer Customers, Employees Are Different Today

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Today's car buyers are different than before – and consequently auto dealers should handle them in new ways, says automotive consultant Merlin Stevenson.

CanadaTransport
Crowe MacKay LLP
Crowe MacKay LLP
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CAR DEALER CUSTOMERS, EMPLOYEES ARE DIFFERENT TODAY

Today's car buyers are different than before – and consequently auto dealers should handle them in new ways, says automotive consultant Merlin Stevenson. "Fifty-five percent of modern customers have done their online homework and arrive at the dealership fully informed about their vehicle of interest, he says. With such people, salespeople "need to do deep listening." The main reason 70% of car shoppers visit a dealership is for a test drive, Stevenson says. "Don't just make the test drive a spin around the block. Let them experience the vehicle."

Source: WardsAuto

RIMAC TAKES OVER BUGATTI, HINTS AT ELECTRIFICATION OF LEGENDARY BRAND

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