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Wan LixinOpinion deputy editor of Shanghai Daily
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Talk before visiting that car dealer
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Contacts between car buyers and dealers before meeting are critical for automakers to win sales, according to a report by consulting firm J.D. Power yesterday.
Car buyers who rejected a brand in talks with dealers before going to the car yard with dealers increased to 19 percent in 2020, up from 4 percent in 2017.
Concerns about products are the main reasons for customer loss in the pre-visit phases. Of concern are features of the model and vehicle appearance not meeting expectations.
The study, from November 2019 through April 2020, is based on 23,151 responses from vehicle owners from 70 cities across China.
“Customers are likely to make less informed decisions if they do not have hands-on experience with vehicles,” said Eileen Ren, vice president of digital customer experience at J.D. Power China.
“That is why dealers need to help customers get a better understanding of the vehicle in pre-visit communications.”
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