Trust and reputation ‘important to younger car buyers’

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When making a decision on where to buy a new car, younger customers pay more attention to trust and reputation than older individuals, research suggests.

These factors are important to all age groups, but they are of greatest significance to buyers aged between 18 and 24, according to the Experian survey.

Kirk Fletcher, managing director of Experian’s automotive division, said that the trustworthiness of dealers is becoming more important as increasing numbers of customers are showing an interest in older cars.

"Used cars aged between three and nine years old were the only ones to see an increase in sales during 2006 and the survey confirmed that the young are the biggest fans of these cars for the obvious reason of price, although they are still keenly interested in the car’s condition to ensure they are getting a good deal," Mr Fletcher explained.

Price was found to be the most important factor for all age groups when purchasing a car, but it appears to be most significant for drivers below the age of 24.

Mr Fletcher suggested that younger buyers could be more aware of value for money and the danger of being ripped off, while older motorists may be more interested in what their car will "say about them".

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  1. Dealers also need to be more proactive with younger drivers with respect to test drives and general attitude. Just because the driver is young it doesn’t mean they don’t intend to buy.

    By the time a younger driver has visited a showroom they will have already researched the car range on the Internet and just need a gentle push by the dealer to close the sale.

    Ignorant salesmen that aren’t forthcoming with test drives won’t do themselves any favours. With vehicles still under warranty, dealers need to be conscious of attracting the customer back for aftersales and servicing.
    With EU block exemption regulations, younger drivers are not afraid to take their cars elsewhere for a plug, filter and oil change.

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