Showroom frustrations: car buyers cite finance, sales staff as top pain points
Car buyers continue to cite finance arrangements, interactions with sales staff, and part exchanges as the most challenging aspects of the showroom experience, according to the latest MOTORS Consumer Insight Panel.
More than a quarter (28%) of the 2,000 car buyers surveyed identified arranging finance as the most stressful part of the process. This was closely followed by dealing with salespeople (26%) and trading in their existing vehicle (24%). Other friction points included negotiating the final cost (22%) and administrative tasks such as reviewing paperwork and checking stock availability (14%).
The research also highlighted a gender divide, with women reporting greater discomfort across all aspects of the purchasing journey compared to men.
Conversely, the study found that the most enjoyable elements of the buying experience were the vehicle handover (71%), test drives (62%), and browsing cars in dealerships (54%).
Lucy Tugby, Marketing Director of MOTORS, noted that digital tools could help mitigate some of the pain points. “Dealers can ease the process by integrating finance calculators and part-exchange valuation tools online, while also ensuring they address buyer anxieties from the outset,” she said.
The findings come as the motor finance sector grapples with the ongoing impact of the Financial Conduct Authority’s (FCA) review of discretionary commission arrangements (DCA). Dealers and lenders are awaiting a Supreme Court ruling that could determine the extent of compensation claims related to historic commission structures. The uncertainty has placed additional pressure on an already challenging retail environment, with consumer confidence and regulatory compliance remaining key concerns for the industry.
The research was conducted by Insight Advantage between 6-9 January 2025, surveying 2,003 adults involved in car purchase decisions.
MOTORS has been owned by O3 Industries and Novum Capital since 2021.
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