The Harris Poll asked customers about their expectations and experience in buying a car and here are the results –
61% of Americans said that they get their primary personal vehicle from a dealership.
12% got theirs from a private seller.
45% of Americans said that they were comfortable buying a car online
47% said that they were not really comfortable buying a car online.
79% of Americans (four out of five) said that they wouldn’t buy a vehicle without having seen it first in person.
That being said, the younger generation is doing things differently.
35% of Gen Z got their vehicles from a dealership
45% of Millennials got their vehicles from a dealership also.
Percentage of those comfortable to buy a car from an online-only dealer -
54% of Gen Z
57% of Millennials
55% of Gen X
And when it comes to the various aspects of the process of buying a car –
59% of Americans hated working with a salesperson
63% didn’t like negotiating with the seller
And 67% hated the paperwork involved.
And a whopping two-thirds of Americans said that they would much rather pay a fixed “best available” price for a car rather than haggle to get a better deal.
This explains why online-only dealers such as Carvana and Vroom are growing in popularity and have a place among the top 20 brands among Gen Z!
While it is true that buying a car still remains a deeply personal and momentous event in a person’s life, there is a generational sea change when it comes to buying cars, both in terms of what and how customers are buying. The COVID pandemic changed how cars are sold – well, it changed the way everything is sold. And the Harris Poll clearly shows that things are changing from the way things were done traditionally.