Getting More Customers to Test Drive Your Brand, from Content Boost.
Research shows that one in every six customers skip test driving a car before purchasing it. Specifically, the study of 2,000 automotive customers conducted by DMEautomotive (DMEa) found that:
- Sixteen percent took no test-drive
- One-third test-drove only one car
- Sixty-eight percent visited two dealerships or fewer before buying
- Forty percent visited only one dealership before buying
You may be thinking, “Why would consumers do so little research before making such a significant investment?” The answer is that they are actually doing their homework, just not onsite at the dealership. All of the research has been conducted online, well before consumers even step onto the lot.