I have believed this for a long time, but, today, a survey was released by CarWoo.com, an automotive marketplace website. This study, using transactional and behavorial data, shows that 54.6% of the time the lowest price offer was not the one the buyer took. That increases to 57.5% when eliminating cases where buyers received only a single offer.
Behavorial data also indicates that prices is not what drives a buyer's opinion. In giving 5 star reviews, highly satisfied buyers ranked dealer professionalism as the most important factor 47% of the time and price only 14%. When dissatisfied buyers gave dealers 1 star reviews, they cited unprofessionalism as the reason 44% of the time, and, blamed price only 19% of the time.
Only when buyers gave a middling 3 star review did price become a driving factor, ranked as primarily 52% of the time. These reviews, while ostensively neutral, where often negative in tone, much more akin to a grade of a C.
We have thought this all along at Premier Subaru which is why we strive to exceed the expectations of our clients each and every day.
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