Car buyers still value showrooms

In an age dominated by digital interactions, most car buyers still find value in visiting physical showrooms, according to new research.

Despite the rise of digital customer journeys, nearly three out of four (74 per cent) car buyers still value visiting car showrooms, according to the latest research from OMODA, a brand of Chinese automaker Chery Automobiles.

The research found importance of physical showrooms in the automotive purchase process, while also highlighting how these spaces can evolve. Among the most valued showroom features are test drives, with 64 per cent of buyers still wanting a hands-on experience with the vehicle. Two in five respondents expressed interest in virtual test drives for future showrooms.

If there was a feeling that the traditional showroom would meet its demise, the research found that these locations remain a crucial part of the car buying journey.

The research also found that almost half (43 per cent) of car buyers value salespeople with in-depth knowledge. This is especially true for those looking to purchase EVs, with 24 per cent saying that speaking to a knowledgeable expert about their local charging infrastructure was vital.

When asked about their biggest dislikes in the showroom experience, 61 per cent of respondents cited pressure from sales staff, 47 per cent mentioned feeling rushed and 46 per cent were concerned about hidden costs.

As for the future showroom, beyond virtual test drives, more than half (52 per cent) of respondents wanted interactive digital displays and 48 per cent sought tech support areas. Additionally, more than one in five (22 per cent) desired AI or robot sales assistants, and 60 per cent would find in-showroom training in car technology useful.