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What Makes Car Shoppers Walk Away?

images-29.jpgJ.D. Power recently came out with the results from its 2008 Escaped Shopper Study, which gauges why consumers made the decision to walk away from certain new vehicles in their car shopping experience.  It’s quite surprising that approximately 80% of car shoppers decided against purchasing a model after they went to a car dealer.

The top three reasons for not buying a car, that are dealer related, included inferior dealer service, a limited availability of various trim levels and colors, and unprofessional employees.

This is a very common anecdotal reason for consumers.  If a dealer or salesman doesn’t treat a prospective customer well, that’s it.  And, typically the customer not only stays away from that dealership, they also get a tainted view of the vehicle brand.

The study examined 30,000 new car shoppers and discovered that 40% of shoppers decided not to buy a vehicle because of the price, and 40% of those buyers said it isn’t that the car costs too much money, it’s that the car doesn’t seem like it is worth the high price.

Motorists would rather hang onto their current vehicles and buy used car warranties, than purchase a car that they feel isn’t worth the money.  And with an auto warranty, drivers can rest assured that they won’t have to pay unnecessary repair expenses down the road.

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Posted on Wednesday, November 26th, 2008 at 1:35 pm In Auto Warranty  

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