How satisfied you are with the process of purchasing your next vehicle will likely be influenced by whether – and where – you do your research online, according to a new study.
Among the various brands, Lexus achieved the highest level of satisfaction among luxury brands but Mini wasn’t very far behind.
Nearly 80% of all American car buyers go online during at least some part of the purchase process, according to the latest annual Sales Satisfaction Index from J.D. Power and Associates. And about a third of all shoppers rely on ratings and review sites to help them pick a dealer. But buyers who consult social networking sites, such as Facebook, tend to be more satisfied.
“For years, new-vehicle buyers have accessed the Internet to research model information, vehicle features, configurations and pricing,” said Chris Sutton, senior director of the Automotive Retail Practice at J.D. Power and Associates. “Now, neutral online ratings/review sites are playing a key role in dealer selection. Whether the online reviews are positive or negative, they impact buyers’ willingness to visit a dealer.”