The way buyers view the brand that your dealership sells is important. When consumers are satisfied with their vehicle of choice, it leads to repeat sales and increased word of mouth. The better the customer’s experience with your brand, the better it is for your store.
Owners Silence Safety Features
J.D. Power’s fourth annual U.S. Tech Experience Index Study found that many Americans find some advanced safety features bothersome, even to the point of distraction.
As a result, many of these drivers turn off system alerts that they find to be overbearing. This poses a problem for auto manufacturers, who are hoping these technologies continue to be a major component in future cars.
“Automakers are spending lots of money on advanced technology development, but the constant alerts can confuse and frustrate drivers,” said Kristin Kolodge, Executive Director of Driver Interaction and Human Machine Interface Research at J.D. Power. “The technology can’t come across as a nagging parent; no one wants to be constantly told they aren’t driving correctly.”
Satisfaction is wide-ranging across the automakers studied, according to J.D. Power, with some more successful than others at integrating technology in a way that drivers can tolerate. With new vehicle technology scored on a 1,000-point scale, the average score was 781, while the highest satisfaction score achieved was 834 by the Kia Stinger.
The study measured owner experiences three months into ownership and interactions with 38 driver-centric technologies in six categories: collision protection, smartphone mirroring, entertainment and connectivity, comfort and convenience, driver assistance, and navigation.
Here’s what the study found:
- 23% of customers with lane keeping assist found the alerts annoying. Of these owners, 61% said they sometimes disabled the systems. However, 63% of people that found these systems bothersome would still want the feature on their next car.
- Of the six categories studied, collision protection ranked the highest with a score of 813. Navigation ranked lowest, earning just 744 points.
- 69% of people surveyed said they used Apple CarPlay and/or Android Auto in their vehicles. Automakers worry these systems are jeopardizing the future sales of factory-installed navigation systems.
- Manufacturer-installed built-in apps scored lowest among attributes for the entertainment and connectivity category, and 29% of owners say they’ve stopped using built-in apps.
- Owners that are highly satisfied with in-car technology are more likely to repurchase the same make and model of vehicle, or recommend it to others. Providing a highly satisfying tech experience is directly related to how loyal a customer is going to be – and automakers need to take notice. When an overall car satisfaction score is above 900, 75% of owners say they could see themselves purchasing the make in the future, and 95% of those owners would recommend it to others.
In light of these statistics, as a dealer, it’s important that your salespeople are well versed in the safety and technology features on each vehicle that you sell. When salespeople can thoroughly and fully help people understand what the various car systems are and how they operate, you’re more likely to persuade people to buy.
We Can Help
As you can see, a customer’s experience with the safety and technology features of their vehicle can impact how likely they are to purchase a particular make or model again. The more likely a customer is to repeat their car choice, the more likely they are to return to the store they originally purchased it from – and that can mean good business if you sold them a vehicle when no one else would.
Subprime customers are some of the most loyal around, and they remember who came through for them when no one else would. But to have loyal, repeat customers, you need those prospects to walk in to begin with. That’s where Auto Credit Express comes in.
We’ve been helping bring quality prospects into dealership showrooms for over 20 years, and we want you to be a part of our growing nationwide dealer network. Whether you’re looking for quality subprime leads, new and used leads, bankruptcy marketing, direct mail services, or a dedicated BDC service to properly prepare consumers to come in ready to buy, we want to be your go-to source.
Give us a call today at 838-535-2277, or fill out our online contact form so our staff can reach out to you.