Buyers still want to see cars in the metal and purchase them at dealerships, rather than conduct part or all of the process online.
The latest Cazoo Consumer Insight Panel, which polled the views of 2,008 car buying decision makers, found nearly three-quarters (72%) want to see, test drive and buy at a dealership. This percentage has remained consistent over the last three surveys.
Buyers wanting to view cars and test drive them at dealerships, then purchase online has increased marginally from 19% in 2022 to 21%.
While those who only want to view and buy online has dropped from 11% to 8% over the same period.
Lucy Tugby, Chief Marketing Officer of Cazoo, said: “Our research shows that dealerships remain the preferred destination for most buyers to view and purchase cars. This underscores the invaluable interpersonal role played by car retailers in establishing trust and building relationships.
“While marketplaces and other digital touchpoints play pivotal roles for buyers in the search and discovery phases, most still want the certainty that goes with personal interactions in showrooms when it comes to buying.”
Buyers also expressed a preference for talking to dealer staff rather than AI phone assistants.
Over half (53%) said they would prefer to speak to a real person, although this dropped to 42% for those who had already interacted with an AI phone assistant.
Tugby added: “The use of AI assistants is becoming more widespread across many different sectors, including car retailing. While some car buyers have expressed reservations about using them, acceptance will ultimately be driven by trial, experience and improving AI tech.
“Until then, dealers need to carefully manage how they deploy AI assistants and not to under-estimate the power of positive interactions with real people.”