One of the biggest myths in the car-selling industry is that most customers know exactly what they want when they visit a dealership.
In a report released by the online and print automotive publication Autotrader.com, more than 60 percent of consumers who are looking for vehicles online choose the “Search All” option rather than just the “New” or “Used” option. This means that they are typically open to which type of vehicles they purchase. They are simply looking for vehicles that meet their requirements. Whether they’re new or used doesn’t really matter.
Another figure released by Joe Lescota, Automotive Marketing Chair of Northwood University, states that 37 percent of used-car buyers originally planned on buying a new car when they went to the dealership. Why the change of heart?
Lescota attributes the fact that many people change their minds when they get to the dealership to the quality of the certified pre-owned vehicles that are available now. According to him, CPO programs bring “new-car confidence to used-car purchases.” As a result, people who would not even have considered buying used cars in the past are noticing the long-term reliability and the firm investment that used cars represent today. Lescota conducts seminars that teach dealers how to leverage this trend to increase their profits in ways they might not have contemplated before.
If you invest in a Ford, you’re not only joining the trend of more people buying used cars. You’re also getting a quality vehicle that is designed to last for years to come. And if you have any doubts about that, simply look at the extended warranty that comes with your purchase. See what everybody else is noticing about Ford’s Certified Pre-Owned Program by visiting a dealer today!
