Dealers Can Improve

Sept. 25 - A majority of vehicles are rejected only after a new-vehicle shopper has visited a dealership, according to a J.D. Power and Associates Study released this week. The study analyzed the reasons why consumers consider a model but ultimately purchase a different one and found that 80 percent of vehicles are rejected after a new-vehicle shopper has visited a dealership.

Three dealer-related issues are among the top reasons for not purchasing a vehicle: another dealer has better service; limited availability of the specific vehicle shoppers are looking for on dealer lots; and lack of professionalism among personnel at the dealership.

The study also finds that an increasing number of shoppers have considered buying an Asian brand -- 63 percent in 2008, up from 60 percent in 2007. Conversely, the proportion of shoppers who considered buying a domestic brand has decreased -- down to 55 percent in 2008 from 58 percent in 2007.

Customers who purchase a domestic brand instead of an Asian brand most commonly cite a desire to "buy American" as their primary reason for purchase, followed by rebates and incentives offered, and vehicle price.

Shoppers who cross-shop among Asian and domestic brands are more likely to purchase an Asian brand and most often cite retained value, reliability and gas mileage as primary reasons for their choice.