Research
by British used car dealer referral website Cars Alive.com into consumer attitudes
towards buying used cars online suggests that the reason buyers are reluctant
to move from browsing to purchasing is fear of buying a ‘lemon’.
Concerns over the seller’s honesty; the authenticity of safety and mileage
checks; the limited availability of vehicle-specific information and service
history and worries over outstanding finance and stolen cars appear to be major
reasons why so few web surfers are actually purchasing used cars on-line, the
survey concluded.
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Prospective used car buyers seems to be less concerned about price, delivery
times and the availability of finance, insurance and service facilities than
they are about dealer credibility.
CarsAlive said that the anxiety caused by these unanswered questions explains
the disparity between the high number of web site visits, vehicle searches and
online enquiries) and the much smaller number of online sales.
CarsAlive head of business development Carrie Bird said that the findings came
from over 18 months correspondence with Internet users and potential car buyers.
“We have received over 10,000 e-mail and freephone enquiries from consumers
allowing us to gauge their concerns and expectations during the car buying process,”
Bird said.
“Top of their concerns are: whether the car is everything it’s advertised
to be; is the seller the rightful owner?; and what recourse is there in the
event of a problem?
“The most important requirement uniting used car buyers is confidence
in their prospective purchases. No-one wants to be stuck with a lemon.”
Bird added that the relatively low awareness amongst private buyers of their
legal rights is an additional obstacle.
“Internet browsers who are unsure as to whether they’ve got any protection
in the event of being sold a lemon simply won’t buy,” Bird said.
She added that the response from prospective customers was a key factor in
her company’s decision to only promote manufacturer-approved dealers’ used
cars.
“When it comes to advertising pre-owned cars on the Internet and offering
customers best value in terms of peace of mind and after-sales service, approved
dealers offer crucial advantages to buyers," Bird concluded.
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