Um, What? Survey Claims People Happier With Modern Car Buying Experience

A new survey from Cox Automotive is suggesting that people are relatively pleased with their trips to the dealership these days — at least compared to the last few years. According to the team that’s been crunching the numbers over at Automotive News, “Buyer satisfaction with the shopping experience from the research stage through delivery dipped to 66 percent in 2021.” Back in 2020, respondents claimed they were happy 72 percent of the time. But in 2019 Cox was only getting 60 percent of shoppers to say they had an okay time buying a vehicle.

The uptick in 2020 is obvious. Showrooms were devoid of customers, production shortfalls hadn’t yet become the norm, and dealers were selling just about everything at a discount — keeping prices low until 2021 sent them into the stratosphere. However, the outlet still framed it as a win against 2019, suggesting that consumers are more satisfied with their shopping experience than before the pandemic. It also claimed that people who purchased vehicles online, the no-haggle alternative to going to a dealership to argue in a small room, tended to be happier overall.

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Ask Bark Brief: How Important Is the Dealership Experience?

Jeff writes:

I recently started shopping for my first new car in a decade. I have looked at Infiniti, Audi, VW, Cadillac, Genesis, Tesla and BMW.

Something that really stuck out about the process was the different dealership experiences. The quality and happiness factor of each dealership seemed to coincide with the price of their cars.

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  • Ronnie Schreiber Hydrocarbon based fuels have become unreliable? More expensive at the moment but I haven't seen any lines gathering around gas stations lately, have you? I'm old enough to remember actual gasoline shortages in 1973 and 1979 (of course, since then there have been many recoverable oil deposits discovered around the world plus the introduction of fracking). Consumers Power is still supplying me with natural gas. I recently went camping and had no problem buying propane.Texas had grid problems last winter because they replaced fossil fueled power plants with wind and solar, which didn't work in the cold weather. That's the definition of unreliable.I'm an "all of the above" guy when it comes to energy: fossil fuels, hydro, wind (where it makes sense), nuclear (including funding for fusion research), and possibly solar.Environmental activists, it seems to me, have no interest in energy diversity. Based on what's happened in Sri Lanka and the push against agriculture in Europe and Canada, I think it's safe to say that some folks want most of us to live like medieval peasants to save the planet for their own private jets.
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  • MaintenanceCosts There's no mystery anymore about how the Japanese took over the prestige spot in the US mass market (especially on the west coast) when you realize that this thing was up against the likes of the Fairmont, Citation, and Volaré. A massacre.
  • MaintenanceCosts Chevy used to sell almost this exact color on the Sonic, Bolt, and Camaro, as "Shock." And I have a story about that.I bought my Bolt in 2019. Unsurprisingly the best deal came from the highest-volume Bolt dealer in my very EV-friendly area. They had huge inventory; I bought right when Chevy started offering major incentives, and the car had been priced too high to sell well until that point.Half the inventory had a nice mix of trims and colors, and I was able to find the exact dark-gray-on-white Premier I wanted. But the real mystery was the other half of the inventory. It was something like 40 cars, all Shock on black, split between LT and Premier. You could get an additional $2000 or so off the already low selling price if you bought one of them. (Neither my wife nor I thought the deal worth it.) The cars were real and in the flesh; a couple were out front, but behind the showroom, there was an entire row of them.When I took delivery, I asked the salesman how on earth they had ended up with so many. He told me in a low voice that a previous sales manager had screwed up order forms for a huge batch of cars that were supposed to be white, and that no one noticed until a couple transporters loaded with chartreuse Bolts actually showed up at the dealer. Long story short, there was no way to change the order. They eventually sold all the cars and you still see them more often than you'd expect in the area.