New research shows Americans are fed up with auto dealerships, so much so, that 56% said they would rather clean their homes than negotiate with a car salesperson. Based on an online Harris Poll survey, the first-ever Beepi Consumer Automotive Index spells out a harsh reality — dealerships need to improve their sales techniques in order to win back the trust of consumers. There is a silver lining to the dark cloud, however, where numbers are up for used car sales and leasing. As always, CrossCheck stands ready to offer attractive payment solutions that help consumers get behind the wheel and improve revenue for dealerships.

Harris reviewed a wide range of demographics including age groups, genders and stages of life (households with and without children). Some results of the survey are so extreme that they beg the question: Were respondents speaking the truth or simply trying to be flippant or at times, funny?

Consumer Dissatisfaction with Auto Dealerships

1. 56% would rather clean their homes than negotiate with a car salesperson
2. 87% dislike “something” about the process of shopping at auto dealerships
3. 34% of 18-to-24-year-olds would rather wait in line at the DMV
4. 24% of the 35 – 44 demographic prefer to get a root canal
5. 52% of all age groups feel anxious or uncomfortable at auto dealerships
6. 61% hate the auto shopping experience
7. 54% would love to buy or sell a car without leaving home
8. 42% would feel comfortable buying a car online without a test drive if incentives were included
9. 33% of women (37% of Millennial women) dislike being spoken to disrespectfully at dealerships
10. 62% of Millennial women felt pressured by a dealership salesperson (vs. 50% of men)

The Silver Lining of Dissatisfied Auto Customers

Besides increasing used car sales, America’s distrust of auto dealerships has spurred an interest in leasing for the 18-to-34 demographic where 79% of men and 73% of women would consider leasing.

Beepi’s conclusion was emphatic.

“What’s clear in our findings is that the traditional methods for buying and selling cars are broken. People lack trust in the process, with women, specifically, feeling tricked and disrespected by dealership salespeople. … E-commerce has improved many aspects of our daily lives, but facilitating big-ticket purchases has lagged behind.”

It should also be clear to everyone concerned that a better approach is in order — whether it less cattle calling or more caring — to make it easier for consumers to buy.

Good Neighbor Dealerships

In one of our earlier blog articles, we pointed out that "a study by the Center for Automotive Research demonstrates dealerships across America have a profound effect on their state and local economies. 'Contribution of New-Car Dealerships to the Economies of All 50 States and the United States' offers compelling narratives, statistics, and graphs while providing dealership owners and employees with just cause for pride and optimism."

In another article, we suggested that dealerships can create positive images by:

• Making their brand memorable
• Engaging in community activities that generate positive feelings
• Establishing brand differentiation
• Mentioning key advantages after introducing features and benefits

CrossCheck’s Multiple Check programs address the need for facilitating big-ticket purchases. Schedule a free consultation today!