What Auto Consumers Fear Most
Although there may be formal studies that I'm not aware of, I have received thousands of emails over the last 10 years at my web site that give me a good notion of what most automotive consumers fear the most about buying or leasing cars.
In no particular order, auto consumers most fear the following:
1) Paying more than other customers have paid, or will pay, which creates a feeling of being cheated.
2) Paying more than can be afforded, which can cause financial difficulties and future credit problems.
3) Buying or leasing a "lemon" vehicle which can result in great inconvenience and stressful interactions with dealers and car manufacturers in attempts to resolve the problems.
4) Buying or leasing a car that they subsequently won't like — knowing that there is no return or exchange policy.
5) Having an accident or having the car stolen — both common fears of brand-new car buyers or leasers (these fears lessen with time).
In no particular order, auto consumers most fear the following:
1) Paying more than other customers have paid, or will pay, which creates a feeling of being cheated.
2) Paying more than can be afforded, which can cause financial difficulties and future credit problems.
3) Buying or leasing a "lemon" vehicle which can result in great inconvenience and stressful interactions with dealers and car manufacturers in attempts to resolve the problems.
4) Buying or leasing a car that they subsequently won't like — knowing that there is no return or exchange policy.
5) Having an accident or having the car stolen — both common fears of brand-new car buyers or leasers (these fears lessen with time).
posted by Al Hearn at 12:26 PM
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