The Test Drive’s Enduring Value for Dealers

If you had any doubt about the power of the test drive, a recent study* by CDK should put it to rest.

CDK surveyed over a thousand new car buyers on a number of topics but one that was crystal clear: just how important the test drive was to not only their purchase decision but to what dealer they purchased from.

More than three-quarters of buyers (78%) said it was the test drive alone that ultimately sold them on the vehicle they finally purchased. And more than half (54%) said that the opportunity to take a test drive was the number one reason they chose to buy at a dealership rather than online.

The test drive was also the most important factor for buyers to choose a particular dealership. Dealers probably aren’t surprised to hear customers generally want a test drive, but they may not be fully aware of its total impact.

Consumers Want to Test-Drive a Particular Vehicle

When we asked shoppers the most important reasons for visiting any particular dealership versus others, more than a third (35%) said they valued being able to drive the specific vehicle they were most interested in. They even ranked the ability to test-drive a specific car ahead of the dealership’s location in terms of importance. In short: Consumers were willing to travel farther to sample the unique car they were interested in.

Only 7% of buyers ended up buying an alternate car in stock instead of the one they originally sought according to CDK Ease of Purchase data from July. That number, which was the same last year as well, means having the right inventory on hand and ensuring that the shopper is able to drive the car, they either saw online or was told was available, is vital to securing the sale.

The Test Drive Is a Good Chance to Teach Customers About a Car

Nearly a quarter of survey respondents indicated that they visited a dealership to learn more about the vehicle they were interested in buying and much of that takes place during the test drive. Nearly every Generation Z respondent (96%) who took a test drive with a salesperson said that representative effectively explained the car’s features and options. The numbers were high across younger generations with Baby Boomers scoring lowest at a healthy 82%.

Even with a variety of online sources vying to educate consumers, clearly many are still interested in driving a vehicle before buying it. That may represent a good opportunity for a well-trained salesperson to answer some questions before, during or after a test drive.

Don’t be afraid to let buyers test-drive on their own though. Slightly more buyers who drove solo (81%) said the test drive sold them on their purchase compared to 77% with a salesperson. Gen X and Boomers prefer this tactic by approximately 10 percentage points.

The 24-Hour Test Drive: Alternative Methods Can Reach Consumers Too

The typical test-drive scenarios detailed above scored highly but a test drive obtained from a loaner vehicle won out, with 86% saying that type of evaluation sold them on the vehicle.

Around 10% of younger shoppers — those up to about 40 years old — indicated they became familiar with a vehicle by experiencing it as a loaner while their current car was being serviced.

The extended experience offered by a loaner car was the highest-ranking reason consumers chose to buy a particular model. They may have discovered just how well the car fit into their routine, or they may have elicited a response from influential friends or family.

An extended test drive like this doesn’t have to be the result of a Service appointment. Consumers may benefit from an overnight or full-day loaner so they can experience it like they would their own car. This may also help build trust in a dealership, which stood out as a relatively high reason for purchasing a vehicle at a particular store for younger buyers rather than older buyers.

*Data collected from a shopping habits study of 1,048 new car buyers CDK conducted in the spring of 2024.

Related

Car Sales: Shoppers Still Want a Needs Assessment

Car Buyers Will Hit the Top of Their Budget