Are You an Influential?

by Frank Williams

January 29th, 2008 5:03 PM

In Harris Interactive survey-speak, "Influentials" are American adults who describe themselves as either 'very' or 'extremely' knowledgeable about cars. Harris estimates that around 19 percent of American adults fall into this category. These Influentials– or automotive alphas as we like to call them– are far more likely to use the internet for auto info than "Non-Influentials" (63 percent vs. 36 percent). Harris Interactive's Director of Automotive & Transportation Research says the research shows that "Non-influentials seek out Influentials for vehicle advice." But, Stephen Lovett maintains, "they are more likely than Influentials to rely on their shopping experience to make their final vehicle choice." It's nice to see TTAC Best and Brightest get the statistical recognition they deserve, and sad to see so many people fall into the clutches of nefarious car salespeople. Now can someone send a memo to our ad reps?

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Becurb on Jan 29, 2008
# brianmack : Quick poll: Has anyone here walked into a car dealership and known LESS about the car than the salesman? Anyone…anyone…? Ummm, yeah, actually. I was looking to replace my Crapalier, and decided to get a compact 4x4 pick up. Now, having a long, long, long dislike of Ford, my choices were basically the Chebby S-10/ZR-2(?) or its clone, the GMC "Highrider". Of course, after describing exactly what I was after, the @$$hole salesman at the Chebby dealer exhaled his cigarette laden breath on me, and pronounced that "most people looking to by a 4x4 get the Z-71". So much for the Chebby. The nearest GMC dealer confessed that he would love to have a Highrider on the lot, but his manager would not spring for it. Since the GMC dealer also happened to be a Honda/Toyota dealer, I glumly considered the Toyota "Truck", as the pre-Tacoma model was called. I described what I was looking for (V-6, 5 spd, locking hubs). The Toyota salesman thought for a moment, and allowed that he thought there was one such vehicle on the lot. It was - the just introduced 1995 1/2 MY Tacoma. I had no idea there was such a beastie... I took it home. I never regretted it. GM regretted the move, but, well, tough. The light pole I wrapped it around, on the other hand...

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Redbarchetta on Jan 30, 2008
Quick poll: Has anyone here walked into a car dealership and known LESS about the car than the salesman? Anyone…anyone…? Do they train them to know anything about the cars, or just say anything to sell them? Caddy salesmen that argued the new CTS doesn't have Direct injection. Chevy dealer telling me the Malibu had even better AWD than my Subaru, AWD? V6's with all new DOHC engines that turn out to be ancient push rods when I pop the hood. It's comical sometimes to see how little they know about the products they make their living off of.

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Andy D on Jan 30, 2008

Nah, I'm an idiot savant. I'm only knowledgable about E 28 BMWs and SJ Jeeps. I wouldnt be caught dead in a dealership.

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Landcrusher on Jan 30, 2008

Redbarchetta said: "It’s comical sometimes to see how little they know about the products they make their living off of." Here is the thing. They do not make their livings off of cars. A few of them do, but most do not. If you were to shadow a top dollar car salesman, you would find that he makes his money off of people, not cars. I know it sounds semantic, but it's not. While many dealers will have one, maybe two really good guys that make a good living off repeat and referral business, the rest of the money makers are simply better at picking the right customers, closing them on a deal, and negotiating higher dollars out of them. The car is just a prop in their magic act.

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