PLANO, Texas, March 29, 2021 /PRNewswire/ -- While car buyers are increasingly using digital tools to shop for a car, data shows U.S. consumers say they still value the in-person experience at dealerships. That's according to Capital One's inaugural Car Buying Outlook, the first-ever survey of both consumer and dealer preferences, attitudes, and behaviors around auto financing. 77% of respondents reported they will research financing options and pre-qualification online more than before as a result of COVID-19. At the same time, in-person dealer experiences like test driving and negotiations are still important, with 82% of respondents saying they will visit more than one dealership.
"For most Americans, buying a car is one of the biggest purchases they'll ever make, so it's not surprising that they want to see, feel and experience this investment for themselves in person, alongside a trusted dealer advisor," said Sanjiv Yajnik, President of Financial Services, Capital One. "The future of car buying requires embracing a model that marries digital tools with physical experience, empowering customers to have the car buying journey they want."
Additional survey findings include:
Value of the In-Person Experience
Consumers value in-person elements of the car buying experience and visited the dealership even in the midst of COVID-19.
Financing with Transparency
Dealers play an important role in how car buyers understand their financing options.
Dealers Digitize to Meet Customer Demands
For more information, see the Car Buying Outlook Executive Summary.
Capital One's Car Buying Outlook comprises findings from two surveys targeted to consumers and dealers.
The consumer survey of 1,000* U.S. adults ages 18+ was conducted on behalf of Capital One Auto Finance using Ipsos. *Of the 1,000, 348 have bought/leased a car in the last 6 months and 652 self-reported that they're planning to buy/lease a car within the next two years. The survey was fielded October 1-14, 2020, with a margin of error of +/- 3.1%.
The dealer survey of 401* current car dealers was conducted on behalf of Capital One Auto Finance using Beresford. *Of the 401 respondents, 132 were self-reported as owners, 133 as general managers, 30 as F&I directors, 83 as sales managers and 23 as internet managers. The survey was fielded October 14-20, 2020, with the margin of error +/- 4.8%.
About Capital One
Capital One Financial Corporation (www.capitalone.com) is a financial holding company whose subsidiaries, which include Capital One, N.A., and Capital One Bank (USA), N.A., had $305.4 billion in deposits and $421.6 billion in total assets as of December 31, 2020. Headquartered in McLean, Virginia, Capital One offers a broad spectrum of financial products and services to consumers, small businesses and commercial clients through a variety of channels. Capital One, N.A. has branches located primarily in New York, Louisiana, Texas, Maryland, Virginia, New Jersey and the District of Columbia. A Fortune 500 company, Capital One trades on the New York Stock Exchange under the symbol "COF" and is included in the S&P 100 index.
Visit the Capital One newsroom for more Capital One news.
1 Dealerships where negotiations are the norm (50%), set-price dealerships with no-haggle price (29%)and online-only dealer with no-haggle policy (16%)
2 Very important (66%), somewhat important (27%) (consumer sample: 1,000)
3 Visit two dealers (37%), three dealers (27%), four+ dealers (18%) (consumer sample: 652)
4 Mostly in-person at dealership (32%), entirely in-person at dealership (12%) (consumer sample: 652)
5 Negotiations on car price (34%), discussions about financing (20%), negotiations on trade-in price (14%) (consumer sample: 1,000); Negotiations on car price (26%), discussions about financing (22%), negotiations on trade-in price (20%) (dealer sample: 401)
6 26% - 50% financing figured out (46%), 1 – 25% financing figured out (51%), 0% financing figured out (2%) (dealer sample: 401)
7 When I've decided on the car (in person) (36%), when I've found the car (online)(18%) (consumer sample: 1,000)
8 When I've decided on the car (in person)(36%), when I've found the car (online)(18%) (consumer sample: 1,000)
9 Strongly agree (42%), somewhat agree (39%) (consumer sample: 1,000)
10 Much more important (27%), somewhat more important (42%) (dealer sample: 401)
View original content to download multimedia:http://www.prnewswire.com/news-releases/dealers-remain-essential-to-a-digital-car-buying-process-301257226.html
SOURCE Capital One