Views and priorities of Canadian car buyers in 2021: TRADER

One of the most reliable ways to attract and connect with customers is to gain insights into your target audience. This is why at TRADER, we are committed to always grasping consumer trends and communicating our research results to our dealer partners.

In February 2021, we partnered with the Angus Reid Group to survey over 1,000 Canadian car buyers, who either purchased a vehicle in the past two years, or, intend to purchase a vehicle in the next two years. At the foundation of the study, we wanted to gain a better understanding of the perceptions and priorities of consumers throughout the car buying process. Let’s take a deep dive into what we’ve learned from Canadian car shoppers and buyers alike.

When rating the importance of purchases, over half of our survey respondents consider a vehicle to be an important life purchase, second only to a home. Taking a deeper dive into their vehicle purchase mindset, shoppers were asked to share their feelings with regard to the process. Of those surveyed, 81 per cent said they feel anxious when purchasing a vehicle. The primary source of this response is grounded in the belief that they may be spending too much, (63 per cent of respondents). Similarly, 49 per cent of consumers expressed feeling uneasy about negotiating a better deal, as negotiations are not their strongest suit. With that said, consumers believe that negotiations are an essential part of the purchase process, as three-in-four buyers did engage in at least some level of haggling specific to the purchase price of their vehicle.

Digging deeper into the negotiation aspect, 63 per cent of consumers report that the primary reason for not negotiating is grounded in the belief that the asking price was fair. When we look at the reasons why consumers do negotiate on price, 48 per cent state they always negotiate, 33 per cent wanted to pay less, even if the asking price was fair, and, 33 per cent wanted to get a great deal.

So how can you help your customers build comfort and confidence in the car buying journey? A large percentage of car buyers say that there are certain factors that would increase their faith when discussing the price of a car. At the top of the list, 81 per cent of consumers claim that access to a price comparison tool that shows fair market value would instill confidence in the price of a vehicle.

Car shoppers use a variety of online sources to compare prices. These remain consistent with what we’ve observed through other recent consumer research, with 77 per cent using online automotive marketplaces, 69 per cent visiting manufacturer websites, and 66 per cent browsing dealership websites to help build confidence when discussing price.

Taking a look at the rankings of the top three most important factors when purchasing a vehicle, as reported by consumers, 77 per cent rate price as most important, followed by fuel economy at 49 per cent, safety at 45 per cent, and 40 per cent rate the brand as important. Pivoting to ranking the top three factors that encouraged these same consumers to purchase a vehicle, price remains the most influential. Of those surveyed, 69 per cent claim that feeling like they got a good deal was the most encouraging factor, while 61 per cent state that getting a good price break for trading in their current vehicle motivated them to buy, and 57 per cent were encouraged by lower interest rates.

Consumers are willing to put in the work to get a good deal. Ninety-two per cent of respondents either do a lot or a moderate amount of comparison shopping to find a bargain. More specifically, 63 per cent of younger car buyers (18 – 34) are willing to do a lot of shopping around – even more likely than older buyers 55+ (51 per cent) – as this often represents their first large purchase.

The majority of car buyers are satisfied with their vehicle purchase price. Specifically, 84 per cent said they were pleased with the price they paid for their last vehicle. If you’re wondering what it would take for a consumer to pay more for a vehicle, the top factors, as reported by consumers, are fuel economy, getting the brand they want, a good assortment of features and amenities, and low insurance rates.

With regard to the pandemic, most consumers report that COVID-19 has not changed how much they would spend on a car. Only 27 per cent of respondents claim they would need to decrease spending, resulting from a reduction in income earning, albeit maintaining the necessity to drive.

Distilling these latest consumer research findings, we have three key takeaways for our dealer partners. We recommend delivering the utmost value to the car buying experience with very thorough online listings, honest and upfront pricing, and, access to price comparison tools. These three aspects play a crucial role in providing for a more transparent and less stressful negotiation process, avoiding any back and forth between your sales personnel and the end consumer, and often result in working sales opportunities that are far more ready to close!

Lilian Lau, Vice President of Marketing, TRADER Corporation