What motivates customers to buy a new car?

It is a fair question. Its an important question. In fact, if we knew why or what specifically drove a customer to buy a new car in the first place (before we met them), not only would it help guide us in our marketing message and being relevant,  it would help build rapport.

Road and Travel has a great survey with Bigresearch (Columbus, OH) asking 7,000 respondents “what motivated you to consider buying a new car”?

Was it HUGE REBATES or LOW INTEREST RATES?  No, “incentives too good to pass up” barely made the top 10 coming in at # 9.

TOP 5 reasons that motivated that customer on your lot right to consider buying a new car (10% of market)!

5) Old Car Just Died (17.6%)
4) Wanted A Car With Better Gas Mileage (19.2%)
3) Old Car Was Always In For Repairs (20.4%)
2) Tired of Old Car, wanted Something New (22.0%)
1) Old Car Had HIGH MILEAGE (35.2%)

(note: sum of % totals is greater than 100% because they could pick more than one answer.)

If the majority of car buyers are making a purchase because their old car died, is always in for repairs or high gas mileage, we need to make sure that the marketing message is RELEVANT to them if we are going to get them to ACT. (ACT= Come down to your dealership and do business)

How positive are you that the people or person currently responsible for creating your next marketing message, truly understands this stuff and is passionate about it? 

Call Todd Vowell Today and put 27 years of automotive digital/direct mail marketing to work for you!

Cell 916-580-5190


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