Press release

Two thirds of multiple forecourt visits are ‘down to the deal’

Half of buyers visit only one dealer on the road to their next car.

But the lure of a better deal is what drives 67% of the rest to visit multiple forecourts. That’s the latest finding from Auto Trader’s Buyer Behaviour Survey which pooled the views of more than 1,300 new and used car buyers earlier this year.

According to the research, 19% of buyers visit two dealers and 31% visit three or more. Two thirds said that one of the key reasons for multiple showroom visits was to shop around for a better deal. An additional 19% pointed to poor service as the driver.

“We know that online research is king for the vast majority of buyers,” said Nick King, Auto Trader’s Market Research Director. “The fact that half of buyers visit only one dealer en route to their purchase shows that many are armed with all they need before they arrive on a forecourt ready to do a deal.”

“However, half choose to visit multiple sites and that shows there’s still a job to be done on the forecourt itself. We know from other research that not achieving an anticipated part-exchange value is cited as the biggest cause of deal breakdown among consumers, reinforcing the need to align expectations on pricing. Helping consumers with part exchange values and making sure that cars in stock are closely priced to the retail market value gives sellers the best chance of making a sale.”

About The Annual Buyer Behaviour Study

The Annual Buyer Behaviour Study was set up to get a better understanding of consumer behaviour and journeys when buying a car through franchise, independent and supermarket retailers. The second study built on a pilot undertaken last year.

Consumer sales data was supplied to Auto Trader – the UK’s largest digital automotive marketplace for buying and selling new and used vehicles – by participating dealers. This was then supplied to research agency GfK. GfK conducted telephone surveys with 1,300 customers (624 franchise, 376 independents and 300 supermarkets) over a three month period, asking about their buying journey and experience.

Notes to Editors:

Auto Trader Group plc is a 100% digital business having successfully completed the transition from a print title in 2013. Auto Trader sits at the heart of the UK’s vehicle buying process and operates the UK’s largest digital automotive marketplace.

Auto Trader’s primary activity is to help vehicle retailers compete effectively on the Marketplace in order to sell more vehicles, faster. The Marketplace brings together the largest and most engaged consumer audience. Autotrader.co.uk attracts around 44.5 million monthly cross-platform visits on its sites, with around 68% of visits coming through mobile devices, with the largest pool of vehicle sellers (listing more than 400,000 cars each day). In fact over 80% of all time spent on classified sites is spent on Auto Trader. The Group does not buy or sell any vehicles itself.

Auto Trader has around 92% prompted brand awareness in the UK, with 80% of UK retailer forecourts advertising via the website and around 65% of UK used car transactions involving cars listed on autotrader.co.uk.

Auto Trader’s market-leading position enables it to generate and collect large amounts of data on the UK’s automotive marketplace and leverage it to create a suite of services that allow retailers to:

BUY – buy the right vehicles, at the right price

MARKET – market their brands and businesses effectively in the digital world

SELL- sell more vehicles through advertising on the UK’s largest digital automotive marketplace

MANAGE – optimise their stock turn and vehicle margin.

For all trade media enquiries, please contact:

Nigel Wonnacott, PR Director at JJ Marketing, on 07802 483 971 or nigel.wonnacott@jjmarketing.co.uk

Hard to believe it's been a month already since the #ATAwards Congratulations again to all of our amazing winners & finalists, truly setting the bar for the whole industry. Just in case your memory of the big day's a little blurry 🍾🥂...this should help! https://t.co/0lzce9KP1D https://t.co/M6WsOJUY09
We’re back on TV throughout September. We’ll be educating buyers about dealer finance and promoting Auto Trader as the perfect destination for their next car. Don't miss out, make sure your ads include finance options https://t.co/dQ7BVlmX6t https://t.co/YqMciTF2qH
According to the @SMMT this morning, the 'UK used car market is in good health with more than 2 million sales in Q2'. For the full Q2 used car transactions results, including the top 10 most popular models, please visit: https://t.co/LzZvQDtPv0 https://t.co/Ys84hVtkVH
If you’re a franchise retailer selling brand new cars, we’ve got an exciting new solution designed to help reduce the need to pre-reg. Best of all, it’s free of charge until 2019. To find out more, watch this short webinar, available on demand now. https://t.co/FeUgwgsrTf https://t.co/uUtUdlQaog
If you’re a franchise retailer selling brand new cars, we’ve got an exciting new new solution to help reduce the need for pre-reg. Best of all, it’s free of charge until 2019. To find out more, watch this short webinar, available on demand now. https://t.co/FeUgwgsrTf https://t.co/Q9u1A4IbEi
Earlier this year, @RedlineCarsUK released the findings of its Customer & Follower Poll 2017. The results offer a fascinating look at the preferences, influences & buying behaviours of 600 of their customers. Invaluable insight & definitely worth a look! https://t.co/dRgz7PvlIl https://t.co/AWfH5zEXQD
Our bikes team has been busy working on this year's Auto Trader Best Bike Awards with the help of the brilliant @AndrewShim...we can't wait to find out all the winners next week. Stay tuned!🏆🏆🏆 https://t.co/9YNsBAA5U0
Despite female car ownership reaching a record 11.8 million in 2017, 13% of women find the in-store experience uncomfortable & 94% don’t trust car dealerships. Why? Our study found a lack of gender diversity was the key contributing factor. Let's work together #diveristyinauto https://t.co/tJzY7UvrVt
If you missed Tuesday's @AutoRetail #ARNLive webinar with Andy Bruce (@LookersGroup), Dale Wyatt (@SuzukiCarsUK) & Naomi Hahn discussing the implications of WLTP, the market outlook & best practice, don't worry as it's now available 'on-demand'. Enjoy! https://t.co/iHYwXKeFNa https://t.co/C4bWBIRH2u
We're all set in the green room for this morning's @AutoRetail #ARNLive at 9am. Remember you can ask our panel - Andy Bruce, Dale Wyatt and Naomi Hahn - any questions you may have either on Twitter or through your webinar platform. Log on here https://t.co/iHYwXKeFNa https://t.co/LLVk4f7SH7

Auto Trader Group plc
Registered in England (Company number: 09439967)

Auto Trader Limited
Registered in England and Wales (Company number: 03909628)

Registered address:

1 Tony Wilson Place
Manchester
M15 4FN
VAT number: GB 614 8918 20

Keep in touch

We use social media to speak to the UK’s largest car buying audience