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Buying a used car is still buying a new car to the customer

A customer trend analysis this week made some interesting what people look for when they buy a new car, even if that ‘new’ car is a used car. To cut a long story short, presentation is everything, regardless of whether the car is brand spanking new or pre-owned.

The head of consultancy Network Automotive this week called upon dealers to meet the expectations of a growing number of used car buyers, the ones who used to buy new cars but who have been forced out of that market by rising prices, ebbing consumer confidence and salary stagnation.

As Managing Director Colin Bruder points out, cars on dealer forecourts with the most miles on the clock still represent quite a substantial outlay for customers, and hence should have the presentation, servicing and documents to match.

Mr Bruder commented: “What dealers need to recognise is that these customers do not have radically changed expectations. The customer buying a six month old, 5,000 mile ex-demonstrator still wants that new car smell and a bunch of flowers on the back seat. They need to feel that they are making a good deal for a quality vehicle and their business is appreciated.”

We agree. Whether new or old, there’s nothing quite like that freshly-valeted smell, and that first purr of the engine as you begin to acquaint yourself with your new set of wheels. With the second-hand car market booming, it is only right that the same pride be applied to a used car as a swish new one.

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