Communications from car dealerships - consumer insight

The UK's car market is mature and most sales are replacements rather than a first or additional car. People are also hanging on to their cars for longer, as reliability and engineering improves.

And while all car buyers want to get the best deal, buyers of new cars spend more time researching the make and model of car to buy, and used car buyers are more likely to make an emotional decision. They are also more likely to buy a car from a dealer with whom they have a good relationship.

Using Mintel and exclusively commissioned fast.MAP data, this report reveals what customers think of the communications they receive from their car dealership and shows that effectively targeted messaging can help build that all-important customer relationship.

Key findings include:

• 21% of future car buyers know with some certainty which make and model they are likely to buy next; 56% have a few makes and models in mind. Only 23% have no idea which make and model they will buy.

• 35% of new car buyers and 20% of used car buyers say a good relationship with a dealership can have a significant impact on their choice of dealer and choice of brand for their next car purchase.

• Service reminders are the most welcomed communication from dealerships, 38%, followed by offers on services or repairs, 27%, information about new models, 25%, and satisfaction questionnaires, 25%.

• 9%+ of respondents said they don’t receive communications from their car dealership but would like to, particularly special offers on servicing and repairs, and customer magazines.

• Invitations to test drive new models were the least popular communication from car dealerships.