Customers Will Pay More for Convenience

by Jess Lee

My friend Carla just got a 2020 Subaru Impreza (she traded in her outback)

Here's what she said about the experience of buying a car during the pandemic:

"It was super easy! I went through a broker not a dealer. We did almost everything by phone. Yesterday he physically brought the car to my place and we signed paperwork social distanced with masks on. Then he took my old car and that was it. The entire physical exchange took 30 min.”

Another friend said about going to a Ford dealership (this was before the pandemic):

“Before I went into the dealership, I told them I’m only going to buy from them if they can do everything in 30 minutes and I’m out if it takes them longer”

And he got his car in 30 minutes.

That got me thinking, what can dealers do to attract these people who value convenience over pricing?

I’d love to hear what you think.

#automotive #automotiveindustry #cardealers