Used car dealers and motor traders need to think smarter to win over new customers. With the influx of manufacturers offering extended warranties, independent dealers need to step it up a gear if they want to compete successfully.
With the rising cost of motoring hitting everyone’s pockets hard, customers are constantly striving to get the best deal when it comes to purchasing a car, and that’s beyond just getting a good price. Motorists want more for their money including guarantees and extended warranties.
Today’s consumers are demanding and savvy, and will happily shop around to get themselves the best deal. They are looking for more than just a bargain, in fact they want to be treated in the same way that they would be treated at a brand new car showroom. Motor traders need to respond accordingly and come up with new ways of attracting customers and getting them to sign on the dotted line.
More and more dealers may find themselves considering warranties and guarantees as added value to their customers, to compete with the manufacturers on a level playing field.
Ian Simpson, Sales and Marketing Director for The Warranty Group says, “The continuing shortage of used cars and the resulting increase in prices mean that buyers are, effectively, getting less for more. As a result, dealers of all kinds are having to look at ways of making their used car proposition more attractive and increased warranty provision is one solution”.
The recession brought about a very clear shift in consumer behaviour, and the industry saw motorists leaning towards products with extended and more comprehensive warranties to safeguard their future finances. Based on this, it would seem sensible and logical for motor traders to include these guarantees in their offering.
Think Insurance, the specialist motor trade insurance provider, believe that used car dealers and motor traders have a real advantage in todays market. If they can provide a service that customers will respond to, combined with a competitively priced, quality used vehicle, they will undoubtedly win over those all important buyers. Selling quality used cars with added value services has to be the Holy Grail for so many motorists in this tough economy.