Is it Easier to Buy a Car in Today’s Market, or Harder?
Adam Merlin, November 17, 2017
Why does it take people so long to buy a car in today’s market? Why are people spending so much time online prior to going to the dealership, before they even see the car they want? We started to wonder why this could be…Is the reason people go above and beyond to make sure they study the market before buying because there is so much information now available? Maybe. Could this be driven by the fact that the car business, and dealerships as a whole, have a bad reputation? Possibly. We think both are true.
Everyone talks about how wonderful the internet is, but sometimes there is just so much information out there that it really does hinder people from making a decision because they’re so afraid of making a bad choice. With the broad offerings from every dealer, people don’t really know what to choose, causing analysis paralysis in a lot of instances. People feel like they have to look at everything, weigh out every single option, out of fear of making a mistake. In addition, the automotive industry unfortunately has a bad reputation, and people assume that car dealers are always trying to take advantage of them. While this is of course not always the case, this idea has taken root enough in peoples’ minds that they take every proper precaution to ensure they know exactly what they’re looking at. The research that is now being done at home before heading to the dealership has been taken to a whole new level. This can be both a good and bad thing.
The fact of the matter is, it is never a bad idea to educate yourself prior to buying a car. In the exotic market, we find that most of the time, customers come into our dealership with a wealth of knowlege about the used Ferrari they are coming to see. They may even know more about the car than we do sometimes, because they have compared our 2009 Ferrari 430 Spider against every other one on the market. Most of the time, the customers do their research…a lot of it. It is important to know exactly what you’re looking at, narrow down your choices, and figure out what is important to you before going to a dealership, so you are able to make an informed decision that you are excited about. In the world of luxury cars, this is especially important, considering the steep financial investment that is involved. If one of our customers is about to buy their very first pre-owned Ferrari 360, we want them to be sure it’s the right one.
At the end of the day, it all boils down to doing your homework and finding people you trust. Whether you’re buying an every day driver at your local Honda store or you’re buying a used Ferrari, our advice is simple: do your research beforehand without letting it overwhelm you, and find a professional to help guide you. For example, if you want to buy a house, you’re going to hire a real estate agent, and they’re going to help you understand the area, they are going to tell you everything you need or want to know about the house, and walk with you through the entire process. It is the same thing with buying a car–find someone who can walk you through the process, someone whom you can trust and who knows the market. In conjunction with your own research, seek the advice of a professional before going and buying a car, and it would eliminate a lot of the legwork that you have to do.