Despite two-thirds (66%) of those considering a new car being understanding of the difficulties the industry is facing in terms of long lead times, nearly half (48%) have reported that the long delays are having a negative impact on their perception of dealers, according to findings from Close Brothers Motor Finance (CBMF).
A further 59% claim that the delay is taking the excitement away from the act of buying a new car.
This is a problem that has existed in high-value buying journeys for many years, and it will continue to exist way beyond the easing of semi-conductor supplies.
Why? Because all high-end, luxury, high value purchases involve a lag or a gap between the point of order and the point of ownership.
Whether it’s three months or 12 months, this is where the irreparable damage can be done. And it’s the retailers on the front line, as Lisa Watson, Director of Sales at Close Brothers Motor Finance, explains:
“It’s disappointing to see unavoidable supply chain delays taking some of the magic out of the car buying process. It’s clear that, through no fault of their own, dealers are facing the brunt of supply chain challenges.”
The question is, if the retailers are the ones bearing the brunt of the customer anguish, what are they doing to remedy the situation?
Well, first of all you need to work out what creates the magic in the first place. That personalised, bespoke, first class treatment and incredible attention to detail should exist all the way through the journey, not just up until the point of order.
Walking into the dealership, whether a customer has completed 80% of their purchase or 10% of their purchase online already, it is expected that dealer guides them through the process. Introduces potential add-ons and enables the buyer to make informed decisions.
Why should this ‘magic’ end at point of order?
A shift in mindset is required. When does a customer truly become a customer? When they drive away with their new Land Rover, Lexus, Volkswagen or Volvo, or when they place their order and commit financially and emotionally?
Retailers thinking in terms of the latter, are the ones looking for new and inventive ways to turn the ‘wait’ into a marketplace. Engage, excite, delight and, guess what? Customers are less concerned about waiting and more concerned about finessing their order and taking a step towards being a customer for life.
Feel free to take a look at the technology we have built to help retailers deal with the order to handover communication crisis. AutoBuzz is live with multiple brands and dealer groups across the UK and we’d love to show you in a five-minute demo how it works.
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If you’d like to demo the platform, simply click here to book your series of emails that will present the ‘customer experience’ that AutoBuzz offers.
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