Summary
New findings from the Startline Used Car Tracker show that buyers are highly sensitive to a retailer’s digital reputation and responsiveness. Nearly two-thirds would reconsider a purchase if a dealer has poor online reviews, and similar shares are put off by slow communication, weak presentation, and disengaged staff. The results highlight that trust is built cumulatively—starting online and reinforced at every touchpoint through to handover.
Top red flags for used-car buyers (consumer responses)
- 62%: Poor online ratings or comments (online reviews)
- 61%: Slow or unresponsive communications (communication speed)
- 55%: Badly presented vehicles
- 49%: Dirty or unappealing premises
- 46%: Disinterested staff
- 43%: Brand-new business with no track record
- 38%: Hard-to-use website
- 37%: No aftersales products (e.g., warranties)
- 36%: Difficult or confusing buying journey
- 31%: Poor choice of motor finance products
Why it matters
For many buyers, a car is among their most expensive purchases, and they look for visible signals of credibility: strong reviews, fast responses, professional staff, and clean, well-presented stock and premises. Weakness in any of these areas can narrow a retailer’s pool of prospects before contact is even made and can derail deals late in the process.
What retailers can do now
- Strengthen online reputation: encourage verified reviews, respond to feedback, and maintain consistent profiles.
- Accelerate responses across channels (phone, email, live chat, messaging) with clear SLAs and timely follow-ups.
- Elevate presentation standards: clean, well-lit premises; accurately labeled, fully imaged, well-prepared vehicles.
- Invest in staff engagement: professional, helpful interactions with clear explanations on history, preparation, and pricing.
- Improve digital usability: mobile-friendly site, clear navigation, up-to-date stock, transparent pricing and fees.
- Offer transparent protection and finance options: clear disclosures on rates, terms, and warranty coverage.
- Simplify the buying journey: fewer steps to reserve or purchase, clear timelines, and straightforward paperwork.
- Build credibility for newer businesses: publish verified testimonials, standards, accreditations, and prep processes.
Methodology note
The Startline Used Car Tracker surveyed 301 consumers and 62 dealers; percentages reflect consumer responses. Additional methodological details were not disclosed in the published summary.
