How online reviews are shaping vehicle buying in South Africa

Ratings and reviews are not new. They’ve been around since the 1990s (1995, to be exact), when Amazon first allowed online shoppers to share their experiences with the rest of the world. What has changed, however, is their scale, sophistication and, importantly, their influence on millions of people across the globe.

Buying a car is a significant investment and, for many South Africans, it will be one of the the biggest purchases they’ll make in their lifetime, if not the biggest. Knowing who you’re buying from is just as important as knowing what to buy. In South Africa, platforms like AutoTrader have recognised this, developing their own unique rating and review system that helps buyers navigate the process with confidence while giving dealerships a way to demonstrate service quality.

Reviews have become an extension of “word-of-mouth” in the digital age. For buyers, they provide reassurance, insight and guidance. For dealerships, they create accountability and a direct line to improve service, in other words, something to strive towards. The influence of reviews extends further: AI (Artificial Intelligence) systems now factor them into search rankings, meaning a dealership’s reputation can directly impact visibility and business.

According to WebFX, a company’s online reputation, nurtured and maintained through reviews, ratings and other factors, can influence whether AI mentions their brand or the products they sell. The site notes that this is particularly important “for questions about finding the best product or provider”.

AutoTrader combines several factors to calculate dealership ratings, including a 1-5 star system, the number of reviews and the recency of feedback. The process is designed to be transparent and straightforward, encouraging real interaction between buyers and dealerships.

• Interact with a dealership: After contacting a dealership (whether by sending an enquiry, calling, or booking a test drive), AutoTrader invites buyers via SMS or email to share feedback. Dealerships can also give walk-in customers a unique link to review their business.
• Rate the dealership: Buyers use the 1- 5 star system to reflect their experience.
• Write a review: The review should cover aspects such as customer service, test drives, financing and the overall buying experience.
• Submit the review: Once the feedback is submitted, it undergoes a brief moderation process (typically takes up to 12 business hours) to ensure it meets the guidelines. After this quick check, the review is published and visible to the dealership, allowing it to respond.
• Dealership follow-up: Automotive retailers can engage directly with buyers via AutoTrader to thank them, address concerns, or improve their service. If a pain point is resolved, buyers have the opportunity to update their star ratings.

Unlike other review platforms, this approach ensures that reviews are grounded in real experiences, building trust and helping buyers make informed choices when purchasing a new or used vehicle.

Why does this matter for dealers?

For dealerships, ratings and reviews are not just about reputation. They directly impact visibility and sales. Positive reviews can elevate a dealership above its competitors, while poor or inconsistent feedback can have the opposite effect.

More importantly, reviews provide valuable insight into how buyers perceive dealerships’ service, allowing dealers to refine their customers’ experience. In a competitive landscape, ignoring feedback is not an option. Dealerships that engage with reviews signal to buyers that they value transparency and accountability.

A word of caution for buyers:

While Ratings and Reviews provide a strong foundation for trust, they should never replace due diligence. Buyers are still encouraged to view the vehicle themselves, ask the right questions, and, if unsure, bring along an expert or mechanic to assess the car in person. AutoTrader’s system strives for dealership credibility, but the physical inspection of a vehicle remains essential in making a sound investment — and avoiding any nightmares.

Sources:

1. https://www.aboutamazon.com/news/amazon-ai/amazon-improves-customer-reviews-with-generative-ai

2. https://www.webfx.com/blog/seo/ai-ranking-factors/