Today's car buyers aren’t just looking for the best price. While affordability remains important, more people are prioritising clarity, honesty and trust when choosing where to buy. Armed with research from car review sites and dealership comparisons, buyers are today more informed. Gone are the days when flashy showrooms, balloons and one-time deals sealed the deal. Now, buyers want a straightforward, informed experience.

"Car buying has evolved beyond price tags and promotions. Today’s buyers arrive armed with knowledge, expecting a dealership to match their level of transparency,” says George Mienie, CEO of AutoTrader. “The businesses that recognise this shift – not just by providing clear pricing, but by fostering real trust — will be the ones that thrive. In an industry where reputation is everything, those who prioritise honesty over short-term gains will earn something far more valuable than a sale: loyalty."

What do buyers expect?

The way people shop for cars has changed, largely owing to the wealth of information available online. Buyers no longer rely solely on salespeople for details; they research, compare and read reviews long before setting foot in a dealership.

One of the biggest demands is transparent pricing. Hidden fees and last-minute add-ons can frustrate buyers who have already budgeted down to the last cent. Surprises at the final stage of the purchase can leave a bad impression, making upfront, fully transparent pricing essential.

Beyond price, buyers also want confidence in the quality of the vehicle they’re purchasing. For those considering buying a used car, service records, accident history and previous ownership details are crucial in establishing trust. A lack of this information can cause a potential buyer to walk away.

Trust also extends to a dealership's reputation. Buyers no longer rely solely on word of mouth; platforms like AutoTrader’s Ratings and Reviews allow them to assess past customer experiences. According to a 2023 Reputation study, 84% of buyers consider dealership reviews "crucial", with 74% requiring at least a four-star rating1.

This highlights a golden opportunity for dealerships: treat customers well, and positive reviews will attract even more business. AutoTrader’s data reveals that dealerships with high consumer ratings also have a higher stock turn, which means they maintain healthier profit margins.

Changing role of dealerships:

For years, dealerships controlled the flow of information and pricing. Now, digital platforms and online listings have shifted that power to buyers, who arrive at showrooms more informed than ever. To stay competitive, dealerships need to adapt.

A strong online presence is key. Accurate listings with transparent pricing and detailed vehicle descriptions help build trust before a buyer even visits in person. Buyers value insights over sales pitches and will quickly walk away if they feel pressured.

Beyond the price tag:

While price remains a major factor, buyers are looking at the bigger picture. A dealership with a poor reputation or lacklustre after-sales service can make even the best deal seem unappealing. The true value of a car purchase lies in trust, service and long-term peace of mind.

A strong reputation for honesty and customer service can even justify slightly higher pricing. Research from the UK’s WhatCar? publication found that 34% of buyers would choose a local dealer over a lower-priced option elsewhere – proving that trust and relationships matter2.

After-sales support is another key factor. Franchise dealerships typically offer extended warranties and service plans, but independent dealers can also build confidence with thoughtful policies like a 10-day/1 000km return window.

Future of car buying:

The dealerships that recognise these changing expectations and adapt will be the ones that succeed. Those clinging to outdated tactics — hidden costs, aggressive sales pitches and vague information — will struggle to retain customer trust.

South African car buyers have made it clear: Yes, they want good pricing, but they also want transparency. The dealerships that listen and evolve will not only close more deals but also build long-term relationships that turn into repeat business.

Sources:

1. https://reputation.com/press-room/reputations-annual-automotive-report-reveals-that-dealerships-benefit-from-a-10-sales-increase-when-they-focus-on-consumer-feedback/
2. https://www.am-online.com/news/market-insight/2021/09/29/majority-of-car-buyers-say-they-ll-support-local-dealers