2014 Car Shopping Trends Report Offers Insights Into Consumer Behavior | Edmunds

2014 Car Shopping Trends Report Offers Insights Into Consumer Behavior


Just the Facts:
  • The Edmunds 2014 Car Shopping Trends Report dispels the myth that car shoppers will do whatever it takes to pay a rock-bottom price.
  • Only about 20 percent of car shoppers consider themselves "extreme price grinders" who will take as much time as they can to get the lowest possible price on a new or used car.
  • "The feedback we've received from shoppers is clear," said Edmunds.com President Seth Berkowitz. "They're more than willing to limit their efforts to haggle if they can get a fair deal without the difficulty and stress of long negotiations."

SANTA MONICA, California The Edmunds 2014 Car Shopping Trends Report dispels the myth that car shoppers will do whatever it takes to pay a rock-bottom price.

Only about 20 percent of car shoppers consider themselves "extreme price grinders" who will take as much time as they can to get the lowest possible price on a new or used car.

"The feedback we've received from shoppers is clear," said Edmunds.com President Seth Berkowitz. "They're more than willing to limit their efforts to haggle if they can get a fair deal without the difficulty and stress of long negotiations."

Other insights include:

  • 66 percent of shoppers say they are likely to request guaranteed up-front pricing on a new car and 82 percent of shoppers prefer to have a price guarantee on a VIN-specific new car, as opposed to a vehicle configuration that may or may not be on the dealer's lot.
  • 100 percent of smartphone owners surveyed say they used their device to perform some sort of car-shopping activity, typically for vehicle and pricing information.
  • On average, during the shopping process, purchasers will visit two dealers and take two test-drives.
  • Only 58 percent of respondents say they test-drove a vehicle before they made their most recent purchase.
  • 83 percent of car shoppers say that they come away very or somewhat satisfied with their dealership experience.

The report is based on a survey of 500 in-market and recent new and used car shoppers from across the U.S.

The report is available for free download.

Edmunds says: The report offers a number of important insights into how Americans shop for a car today and it offers suggestions for ways that dealers can use these insights to improve the car shopping experience.

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