Car Shoppers’ Aversion to Sharing Their Info Online

While it’s no surprise car buyers want to test-drive a vehicle in person, it’s surprising how few are willing to complete parts of the process online before showing up at the dealership. In fact, according to the CDK Friction Points Study, 96% of shoppers begin their car-buying journey online by researching vehicles on dealership websites, but fewer than 10% complete the process digitally. 

This is despite the fact that car buyers are clear that their biggest pain point during the car-buying experience is how much time they spend at the dealership. Key steps could be done online to speed things up, yet most shoppers still wait until they’re physically at the dealership to do them. 

Hesitation Point: Credit Application

Even in today’s digital world, car shoppers don’t feel comfortable sharing personal or sensitive information online. While more than half are willing to check pricing and incentives online (51%) and calculate payments (56%), the digital experience drops off when the process moves beyond research. A whopping 62% of customers apply for credit exclusively at the dealership. 

It doesn’t stop there. Digital engagement continues to drop off for the remaining 38% of shoppers willing to apply for credit online or through a combination of online and in-person options. Only 33% start their purchase online, and less than 10% complete the essential steps like contracts, licensing or arranging a trade-in before coming into a dealership. 

It May Be a Generational Divide

Despite growing up with the internet, Generation Z is the least willing to share information online. Generation X was the most comfortable, with 44% saying they were fine with it. Three in five shoppers said they’re willing to negotiate prices digitally as long as they don’t have to share sensitive information and that sentiment is shared across generations but is especially true for young millennials. 

Saving Customers Time Boosts Car Dealership Satisfaction

There’s a direct, inverse correlation between the time spent at the dealership and how likely customers are to recommend it. Dealers take a reputation hit when customers are there for more than three hours, and financing and credit applications rank among the top five steps where buyers are left waiting. 

Encourage customers to take advantage of online applications to shorten the process, but not before first addressing customers’ hesitations and concerns. 

• Clearly communicate and outline the steps of the car-buying process that can be completed online and emphasize the time-saving potential. 
• Reassure customers by sharing the dealership's safety and security measures to ensure customer information is secure. 
• Reiterate that any online advertised rates are for specific credit situations and may change based on the buyer’s individual circumstances. 
• Communicate that the online credit application doesn’t impact their credit score.

Even if some buyers remain reluctant, there are still ways to save them time in the F&I office. According to a CDK study, the optimum time spent with an F&I Manager is between 15 and 30 minutes. However, nearly one in four shoppers had to wait for an F&I Manager before even beginning the conversation. Eliminate the waiting time before their appointment to streamline the process and increase their satisfaction.