I have been associated with the automotive industry for many years and the reactions to the car-buying process seem to be split; either people hate buying a car or they are indifferent to it. I have never heard anyone say, I LOVE purchasing a new car. Of course, they like the result, a new car, but the actual process can seem tedious.
I remember making my first car purchase on my own…
I was in college, 20 years old, and I was lucky enough to find a 4-year-old vehicle that had super low miles owned by an elderly woman who had moved to a nursing home. The miles on the car, combined with the age and condition, was a no-brainer for the bank to finance a personal loan for me. I was so excited that I had made my first major purchase on my own.
My next car purchase was in a dealership, and even though I had sold advertising to dealerships for seven years and knew the ins and outs of the business, I was still nervous because I was working with a dealership with whom I was unfamiliar. The financing and purchasing experience was extremely pleasurable and until I moved to a new city four hours away, I had my car serviced by them and only them, because of my initial experience.
So what makes us uneasy about purchasing or leasing a vehicle?
My opinion and experience says lack of trust. We live in an information age where we have resources readily available to research all the data about pretty much anything, from how many custom colors are available for a car to how many accidents reports the vehicle has.
So with all this information available to us, shouldn’t the car-buying experience be exciting? Aren’t we armed with the information that allows us to feel comfortable with negotiating a sale? I have asked this question before and the response?
“I am waiting for them to trip up and try to trick me.”
I scratched my head a bit because they were actually expecting deception and dishonesty so they could pull the information they have out of their back pocket and prove the dealership wrong.
I’m not saying those kinds of places don’t, They do. They represent all sorts of products, not just cars. More often than not, however, the dealership enjoys your knowledge, the fact that you are educated and can ask questions.
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They want to help you find the right car for you at the right price
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They, like everyone else selling a product, want to make a profit on that sale, and this is no different from your grocery store or your favorite restaurant,
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Car dealerships are business like any other, and their goal is to provide a service and outstanding customer service.
How to Use the Internet to Make You Feel Comfortable
If you are in thinking of purchasing a new or used vehicle, the best place to start is the internet.
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Browse and figure out what type of vehicle best fits your lifestyle.
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Then decide on a model year and price range that fits your needs
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Next research, research, research. There are plenty of online tools to help you value a vehicle’s value and the value of your trade if you have one.
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Then decide if buying or leasing is the best option for you. If you put more than 20,000 miles per year on your vehicle, financing rather than leasing might be the better option for you. However, if you want lower payments or you like to drive a new vehicle every two to three years, leasing might be perfect for you.
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Finally, visit the dealership feeling prepared and confident with all the knowledge you have obtained and be open to learning and listening to what your client advisor can also share with you. Remember, their ultimate goal is to make sure you love your car. They want to earn your trust and loyalty.
The car-buying process IS exciting -- from the smell of a new car to the thrill of the shopping process.
At Porsche Southpoint, we look forward to earning your business and making you a member of our family. Happy car hunting! Let us help. Shop with us now.
