Shoppers walk onto your lot with a variety of motivations for purchasing, and the better you understand their individual needs, the better you’ll be able to provide them with exactly what they’re looking for. Luxury shoppers are on the lookout for vehicles that meet and exceed their expectations—but don’t be surprised to discover they’re shopping for a lot more than just a car. They are looking for a dealership that offers them personalized service and excellence in customer care.
Creating a Consumer Experience
When you create an experience for shoppers, you’ll be turning car shopping into an event, rather than simply an opportunity to make a sale. Luxury vehicle shoppers want to know they’ll be taken care of by your dealership from the very first step in the buying process all the way through maintenance and service updates. While your higher-end shoppers aren’t cheap, they are still on the lookout for great deals, so don’t forget to mention all the extras and added benefits your dealership offers when they choose to do business with you.
In today’s economy, luxury car shoppers are driving a healthy portion of vehicle sales. According to cars.com, luxury sales increased by 7% last year and are expected to continue to rise in the near future. Although these shoppers have many things in common with every other shopper in your dealership, there are a few things that make them stand apart from the crowd, and paying attention to these details will help you gain an edge and earn their trust. Get to know your upscale shoppers and start to form better relationships by knowing some key information about their shopping habits:
Brand manufacturers are updating and enhancing their products to keep up with consumer demand, and this means dealerships everywhere will be able to offer a wider range of vehicle possibilities. Luxury shoppers aren’t limited to revved-up sports cars or sedans with premium interior packages; instead, they can opt for any number of combinations to make their individual vehicles stand out from the pack. For example, Jaguar is no longer solely focused on sports cars and sedans, but is now working to roll out a compact crossover to meet the rising consumer need for utility-type vehicles. Additionally, BMW is leading the way in carbon fiber research, while Mercedes is focused on selling its compact CLA sedan at a more affordable price point.
In short, changes in the marketplace are reflecting shoppers’ affinity for luxury brands, but at the same time, manufacturers recognize the need to provide quality at price points that are realistic for a larger number of consumers. The net result lands somewhere in the middle, offering more luxurious mid-range options, as well as making traditional luxury brands attainable for more shoppers.
In order to build relationships with luxury shoppers, be sure to create a personal experience—both online and when consumers arrive at your dealership. They will be doing research about your dealership long before they are ready to buy, so it’s beneficial for you to work toward building a brand that exudes quality and luxury and providing content that educates and offers valuable information. You’ll be building stronger customer relationships and gaining trust, and that goes a long way with luxury auto shoppers.
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