Consumer’s Appetite For Dealer-Based Finance On the Wane

Here at Auto Trader we are always running surveys and research on our rather sizable audience in order to keep our finger on the pulse of the UK motoring market. We also know that it benefits advertising agencies and clients of ours when we share this research with them, as we do via the Research Repository on our advertising site.

The most recent piece of research we undertook was looking at consumer’s attitude to using a finance package from a dealer for buying a car.

We know that dealers make a significant part of their revenue from selling finance with a car purchase.

Our research shows us that despite an interest in taking finance from a dealer in the past, two-thirds of respondents in the recent survey claimed they would not use a dealer for finance in future, as they did not think it had been well explained. They were simply confused by the various offerings, pay back terms and interest rates outlined to them.

In this tough economic climate, there is patently a clear need and opportunity here for dealers and manufacturers to help explain the varied finance offerings in simple, plain English.

To find out more on the platforms we can provide to help advertisers do just that, and for our full survey results contact your account manager at TMG.