Marketing

Most of the time car buyers are not ready to buy cars

  • By Phyron
  • Jul 12, 2022
  •  – 2 min read

On average both American and European consumers reportedly trade in their cars every six year or so. Company cars are obviously replaced earlier, but the fact remains that many car owners may spend some 70 months thinking about, even daydreaming about their next car. Keeping up with pricing and financing options, new models and features, local dealer news, alternative forms of ownership ... even browsing car ads and dealer sites without really intending to buying one in the near future.

Meanwhile, what can you as a dealer do to speed up the process, raise the “must-have” temperature a few notches, position your dealership as the first choice, and most important: improving the odds for buying their next car from you?

That’s what dealer branding is all about, plus the respect and positive energy radiating towards OEMs, partners current and potential employees, and the local society at large.

The first step should be to bring your cars to life, making them more interesting and attractive. All of them! You don’t know when potential buyers might pay your site a visit, so make sure all vehicles in your catalog are visible in your digital showroom, showing their best features 24/7, 365 days a year. 

At this early phase, potential buyers are mainly interested in the cars, not financial terms, delivery services, or other dealer qualities. Not until they zoom in on a specific car, and thoughts about actually buying it. Did you know that Phyron’s automated car video ads can include all information about services too, like remaining warranties for the specific car? And whatever reasons you may suggest for buying their next car from you? With convenient trigger points to get in touch with you for more information. 

As a dealer you may think of it as CTA or Call To Action, for the buyer it may rather be perceived as a first proof of service excellence.

Have a great summer!

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