We all know that technology – especially the technology powering personal technology and devices – seems to be moving forward at lightning speed. Is it any surprise that a recent survey for Roadster has revealed that a third of consumers would buy a vehicle from a mobile device?
The study also revealed that men (41%) were more likely to buy a vehicle through their mobile device than women (21%), and consumers with annual household incomes higher than $150,000 were also more comfortable with purchasing a vehicle through their mobile device.
While the study did reveal that a percentage of consumers would be willing to purchase a vehicle in this manner, 86% would still choose to test drive the vehicle before the purchase.
If the idea of consumers buying automobiles through a mobile phone is frightening, the last thing you should do as an independent dealer is to bury your collective heads in the sand, or take the position that such trends are temporary gimmicks. As more and more consumers become comfortable with managing their lives through mobile devices, there’s no reason to believe that a future survey would show a reversal of this trend.
Your independent dealership has no real choice except to adapt to this brave new world, but new technologies and changing consumer preferences won’t save your business if you choose to leave the culture of your dealership lagging behind. Before you focus on the mobile device and the systems that power it, focus on the human being holding that device in their hands – have you done everything you can do to win them over, and to earn their trust?
Does your dealership require a fundamental shift in its culture, before you begin to differentiate yourself online? At QCEP Consulting, our proven formulas and programs can ensure that your dealership is on solid footing, before you take that next big technological step forward.