Consumers ready for dealership return
Car buyers are ready to flock back to showrooms when restrictions are lifted.
According to a survey by What Car?, 95% of in-market car buyers are prepared to return to dealerships when possible.
The research comes after the government announced a new roadmap to lift the nationwide lockdown in England, with non-essential retail outlets set to open earliest on 12 April.
As part of its weekly industry study of 2823 in-market buyers, 95% of respondents said they would be comfortable entering a retailer’s premises once the guidelines allow. The same share of buyers also believe that showrooms and retailers can be run in a Covid-19 safe way to ensure the safety of staff and customers – the latter figure is up from 89% in October 2020, when the same question was asked.
For those not comfortable visiting a showroom, 27% of respondents said a booking system with timed appointments would make them more comfortable visiting a showroom, while 21% wanted evidence of regular disinfecting of vehicles and waiting areas, and 14% wanted clear space dividers for staff and customers.
Rachael Prasher, managing director, said: “With 95% of in-market buyers ready to step back into showrooms, our research shows the high level of confidence the public has in retailers being able to operate safely. The research also shows how significant retailers are to buyers, despite the various online platforms now available to them.
“It is disappointing for the industry that customers will have to stay away from showrooms for the next few months – especially as March is such a significant month in the year for new car sales – but the sector has already shown that it can meet strict health and safety guidelines and it will be ready to do so again, once the restrictions ease.”
