28 March 2017

New research reveals different words seal the deal with different types of car buyers

HOFFMAN ESTATES, Ill., March 28, 2017 /PRNewswire/ -- New research released today by CDK Global, a leading global provider of integrated information technology and digital marketing solutions to the automotive retail and adjacent industries, reveals that all potential car buyers are not alike when it comes to language that entices them. In fact, according to the fourth edition of the company's Language of Closers series, different buyers respond better or worse to completely different words when deciding which car to buy.

When reading car descriptions on review websites, certain words fell flat and failed to lead prospective buyers to a dealership site. For example, the word "bigger" fell flat with women. And all of those glowing descriptions that praise a car's innovative "design?" Generation-X consumers don't want to hear it, as "performance" resonated much more than "design" to this particular group. Meanwhile, most parents in 2017 felt that both "sound" and "tech" were low priorities, and often responded negatively to reviews including those words.

Table: Top and Lowest Performing Words

WOMEN Drive, Power, Trip, Comfortable, Luxury Bought, Transmission, Owned, Bigger, Cargo
GEN-X Truck, Power, Luxury, Package, Performance Back, Seat, Design, Built, Difference
COLLEGE GRADS Buy, Work, Truck, Power, Highway Company, Designed, Inside, Warranty, Light
PARENTS Truck, Leased, Row, Nice, Purchase Sounds, Buying, Control, Tech, Company


In the results, several words resonated strongly across multiple demographics, signaling a common thread amongst potential buyers. Mentioning "power" struck a chord with several groups, as it helps to describe the experience of driving the vehicle in a relatable way. "Luxury" also stood out to several demographics in vehicle descriptions that referred directly to luxury vehicles, as well as those that simply had luxury-like features or a luxurious feel.

"Customer needs are always changing, and there is no one-size-fits-all solution," said Jason Kessler, lead data scientist at CDK Global. "The needs of those graduating college are going to be much different than those of new parents. Our latest research examined the words that would eventually lead buyers of different demographics to leave a review website and head to a dealership site. In our most recent analysis, we were able to pinpoint specific words that shed valuable light on what vehicle traits matter most to women, Generation-X consumers, recent college graduates, and parents."

As dealers continue to seek out effective ways to describe cars on their vehicle description pages, CDK Global's latest installment in its Language of Closers series may prove to be the golden ticket of conversion.

"As a leading provider of websites and digital advertising for dealers and OEMs, we are always looking for the best ways to help our customers bring the right buyers into their dealership. By making subtle changes to the language used on vehicle description pages, dealers can help customers easily identify cars that they both connect with and fit their lifestyle needs," Kessler said. "Ultimately, these changes will prime both dealers and customers for success."

To learn more about The Language of Closers, visit http://www.cdkglobal.com/promo/language-of-closers-reviews.

About CDK Global

With more than $2 billion in revenues, CDK Global (Nasdaq: CDK) is a leading global provider of integrated information technology and digital marketing solutions to the automotive retail and adjacent industries. Focused on evolving the automotive retail experience, CDK Global provides solutions to dealers in more than 100 countries around the world, serving more than 27,000 retail locations and most automotive manufacturers. CDK's solutions automate and integrate all parts of the dealership and buying process from targeted digital advertising and marketing campaigns to the sale, financing, insuring, parts supply, repair and maintenance of vehicles. Visit www.cdkglobal.com.

Media Contacts:

Rob Duda

Jennifer Nagy
CDK Global


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