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One in six buyers were prepared to travel more than 30 miles to the car dealership in the last one in five years.
The number of car buyers willing to travel more than 30 miles to a dealership went down from 21% to 16.5%, according to JudgeService.
It found that Mercedes-Benz customers were willing to travel further to the showroom than other car buyers.
When it comes to buying a car in 2022, the vast majority of buyers (44%) will only travel five miles to visit a franchised dealer, while just over a quarter (28%) are willing to travel between five and 15 miles.
Research of over 53,000 buyers found that the desire to travel further to get the right car is brand-specific and weighs in favor of prestige and niche brands.
Mercedes-Benz customers prepared to travel the longest distance, making an average purchase of 48 miles, followed by Subaru buyers 38 miles and Jaguar buyers driving 36 miles.
Other brands making the top 10 include Lexus (35 miles) and Volvo (35 miles), BMW (34 miles), Land Rover (34 miles), Isuzu (30 miles), Honda (26 miles) and Volkswagen (25 miles).
“During the pandemic we saw an increase in customers buying cars remotely. However, this changed in 2022 with more customers buying locally since 2018 when we started tracking sales by distance. This highlights the need for dealers to be local heroes and maximize opportunities in their local communities,” said Neil Addley, managing director of JudgeService.
The research also identified how dealers needed to work harder to satisfy customers who had traveled a long way.
“When customers travel long distances to visit showrooms, location becomes even more important to them because they value the facility more harshly than local customers. This is no doubt due to the time they spend traveling to dealers,” said Addley.
“Our research found long-haul customers rate dealers 13% less than local customers. Therefore, when someone has taken a trip, it is important to do the simple things well by ensuring the vehicle they are interested in is ready for viewing, salespeople are available and refreshments are offered. You don’t get a second chance to make a first impression,” he said.
These findings are drawn from the recently published Judge Services Industry Report: The Strangest Secrets, based on responses from 53,585 customer surveys completed between July 1 and December 31, 2022.
Top 10 Brands for the Ready-to-Go Shopper
1 Mercedes-Benz 48 miles
2 Subarus 38 miles
3 Jaguars 36 thousand
4 Lexus 35 miles
= Volvo 35 miles
6 BMWs 34 miles
= Land Rover 34 miles
8 Isuzu 30 miles
9 Hondas 26 miles
10 Volkswagens 25 miles
Source: JudgeService
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