It’s tempting in auto retailing to think of vehicle technology as just bells and whistles. Sure, tech features sweeten the deal, but they probably won’t make or break the sale. Right?
Not so fast. For a big percentage of today’s consumers, vehicle technology is a top consideration during the purchase process.
According to Autotrader’s 2016 Auto Tech Study, 48% of consumers think vehicle technology is more important than either vehicle body style or brand. That’s right. For nearly half of consumers, those “bells and whistles” matter more than the actual vehicle type. So a dealership sales process should account for that