Model, dealer selection affected by word-of-mouth and online research when looking for a new car

(Singapore – Insurance News 360) – In the United Arab Emirates, nearly 75 percent of buyers ask friends or relatives for car advice, or do online research to choose a model and brand of vehicle to purchase, according to the JD Power 2018 UAE Sales Satisfaction Index study.

Vehicle pricing, features specifications, warranty, sale promotions, and dealer information are the most-cited information searched for by vehicle buyers who look online. But, 18 percent visit the dealer they end up purchasing from

Sixty-eight percent of new vehicle buyers who looked online did contact the purchasing dealership for one reason or another. The study did reveal that individuals who shop online are slightly less satisfied with their purchase than those who buy in person.

“As the path to new vehicle purchases increasingly relies on online sources, it is imperative for manufacturers and dealerships to design websites that feature the required information sought by buyers and are easy to navigate across multiple devices,” said Shantanu Majumdar, Regional Director Automotive Practice at J.D. Power. “Given that word-of-mouth plays a strong role in influencing purchase decisions, dealerships that can actively manage their reputation online stand a better chance to enhance their retail experience, and ultimately, win new customers.”

Study Rankings

In the mass market category, Kia ranks highest in sales satisfaction, followed by Ford and Nissan. In the luxury category, Land Rover has the highest satisfaction ratings, followed by BMW and Infiniti.  859. Ford ranks second with a score of 855, while Nissan ranks third with a score of 854.

The 2018 U.A.E. Sales Satisfaction Index (SSI) Study measures satisfaction with the sales experience among new-vehicle buyers. Buyer satisfaction is based on six measures: dealership facility (25%); delivery process (23%); dealer sales consultant (20%); paperwork completion (17%); working out the deal (10%); and dealership website (5%).

The study is based on responses from 2,083 buyers who purchased or leased their new vehicle between March through November 2018. The study is a comprehensive analysis of the new-vehicle purchase experience and measures customer satisfaction with the selling dealer (satisfaction among buyers). The study occurred  from July through November 2018.

Source: J.D. Power.

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