19 May 2014

I’m always wary of highlighting trends from the US auto market and then trying to draw a parallel with the UK. Let’s face it: we barely speak the same language, let alone act alike.

 But here’s an interesting one. A recent survey of 2000 new car buyers in the US by auto digital experts, DME Automotive, found that almost one-in-five (16%) didn’t bother with a test drive before they bought a car. Around a third only test drove one car – presumably the one they were most interested in.

 I don’t have any numbers for the UK market but I do know that between 40% and 50% of the customers who order a car through Audi City don’t take a test drive – despite the facility being available at Audi West London. Okay, there are lots of caveats here too: Audi City is a pretty unusual case and has unique customers; and maybe they test drive somewhere else.

 But the fundamental point is: how important is the test drive to closing a sale these days? Traditional thinking tells us it’s vital. Dealerships invest thousands of pounds in stocking a full fleet of demonstrators. And consumer motoring mags harangue us if we can’t provide exactly the right engine and spec, every time. To what purpose?

 An alternative view might be this: if a typical customer visits fewer than two dealerships before buying, then they’ve pretty well made up their mind before they walk through the door. So, why are they wanting a test? Maybe it’s because they’re expecting a test drive? Or maybe because a test-drive is part of the fun of buying a new car? Or maybe it’s because it’s part of the process of making the right decision?

 I don’t have any answers here. I’m just wondering whether anybody has actually asked the question. We know the buying ‘journey’ has changed: just think how much the industry could save if it could manage the whole demo fleet/test drive booking scenario better.

 Rupert Saunders

 Join our LinkedIn group and share your your views with us – and other readers. If you’ve been forwarded this issue of Agenda by a colleague, why not sign up for your own free trial?

Tags: Audi City, new car sales, test drives