Car Shoppers Dislike the Car Negotiation Process

November 11, 2014
steve@automotive.ventures

A recent study by Edmunds.com confirms that consumers really do hate the car negotiation process.

Car shopping site Edmunds.com conducted a survey of more than 1,000 U.S. adults and learned that Americans claim purchasing a car or truck is more stressful than getting married, going on a first date or watching their team in a close championship game.

Nine out of 10 respondents wish car shopping was easier. Having more trust in the process would relieve a lot of stress for car shoppers.

The survey found:

  • Nine out of 10 car shoppers would be more excited to purchase a vehicle if it had a set price they felt good about, rather than having to haggle
  • Ninety-four percent would buy a car from a dealership where they were guaranteed to save thousands off of sticker price on a new vehicle
  • Online resources are the highest-rated sources of car advice across all demographics
Americans Wish Car Shoping Was Easier

Americans Wish Car Shoping Was Easier

American car shoppers loathe haggling over price; in fact, 83 percent of respondents prefer to avoid it. Among Millennial respondents, this number jumps to 91 percent, compared to 78 percent of Boomers. How much do shoppers hate the haggle?

  • One in five Americans (21%) would rather say sayonara to sex for a month than haggle over the price of a car; 44 percent would give up Facebook for one month and 29 percent would turn over their Smartphone for a weekend if it meant avoiding the haggle
  • One in three Americans (33%) would rather go to the DMV, do their taxes or sit in the middle airplane seat than go through the process of buying a car

Between the Generational Divide and Men vs. Women, Americans disagree on who to trust when it comes to car buying advice:

  • Women are twice as likely as men to seek advice from a family member who is not their parent
  • Baby Boomers are twice as likely as Millennials to trust their mechanic
  • Baby Boomers are also three times more likely than Millennials to say they have never received good car buying advice
  • Friends are consistently rated as the worst source for car buying advice and are twice as likely to be cited as a source of bad advice than a source of good advice

Methodology

The Edmunds.com Car Week Survey was conducted online within the United States on behalf of Edmunds.com from May 2-10, 2014 among 1,002 adult (18+) car owners/intended owners. Age, gender, and region quotas were set to match current U.S. Census figures.