New FordDirect consumer survey reveals important trends
At NADA, FordDirect announced results of its Digital Automotive Shopping Survey. The findings revealed the increasing importance for dealers to develop a strong online presence and reputation as the process of shopping for a new or used vehicle continues to evolve.
A dealer’s online reputation was identified throughout the survey as a key influencer in the buying process, with 63 percent of shoppers reporting they are less likely to purchase from a dealer who receives negative comments online. However, even negative comments can be an opportunity for dealers to win a consumer over. In the survey, 59 percent of auto shoppers said they feel more positive about dealers who respond to negative comments.
Click here to learn more