Franchised stores are more capable of transacting online and outside of a dealership today than in years past, given how the coronavirus pandemic accelerated the transition.
Customer satisfaction with new-car dealerships reached an all-time high of 74 percent last year, according to a recent Cox Automotive consumer survey. Dealerships offered more digital retailing tools and more direct outreach to buyers, which saved them time, said Vanessa Ton, Cox’s senior industry intelligence manager.
At the same time, website visits for companies such as Carvana have increased for several years in a row, according to Cox, which called 2020 a “breakthrough year” for awareness and traffic. Online used-vehicle sellers entered the fragmented market with a vision to make buying a vehicle as easy as it is to buy nearly anything else, and they generally advertise a better, faster and easier experience than traditional dealerships.
Still, visits to dealership websites, while down slightly in 2020,…
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