According to the Consumer Trends for 2020 Report by Brandwatch, when 8,000 people were asked what attribute was most important when choosing a vehicle – quality ranked as the most important, followed by affordability then friendly customer service.
Every used vehicle on your lot is unique based upon how the previous owner drove it and how they took care of it. Your dealership invests in each used vehicle it acquires – getting it frontline ready for resale. This reconditioning work is what ultimately determines the quality and safety – the overall condition – of the vehicle. In turn, this investment will have an impact on the total cost of ownership for the next buyer.
It’s important to help each customer understand that a lower priced used car does not necessarily mean it’s a better deal. A used vehicle that has been inspected and reconditioned by a Factory-Certified Technician may have a higher initial price, but in the long run – it will save your customer money and frustration, at the very least.
Present Your Dealership’s Vehicle Inspection Checklist
Vehicle quality and safety refer not only to the brand and vehicle condition, but also the qualifications of the technician that performed repair work and whether or not the dealership backs that work with a guarantee. Having an inspection completed by a Factory-Certified Technician and a dealership that stands behind their vehicle inspections and repairs – has tremendous value for car shoppers, and it is your job to help them see this.
With the average vehicle containing between 50 and 200 computer chips, specialized diagnostic equipment and knowledge is required to read information accurately to ensure a healthy engine. Shoppers may not understand that properly reconditioned vehicles save money in the long run, unless they are educated by a salesperson – and they may not understand the importance of a properly performed vehicle inspection.