A recent study by Kijiji Autos revealed that Canadians value reliable vehicles more than they do reliable governments. That being said, the study also revealed that only one in four of us actually loves the car or truck we drive, despite Canada’s traditional reputation as being one of the most car-centric societies on earth. In an effort to find out more details about the study and why so many of us aren’t currently experiencing automotive infatuation, Canadian auto dealer interviewed Chris Harris, Head of Autos, Kijiji Canada.
HE: Based on the survey findings, what do you think are some of the key factors why 75 per cent of Canadians are dispassionate commuters?
CH: We looked at a number of habits and sentiments held by Canadian drivers — interestingly, many of the car purchase regrets held by respondents could have actually been avoided, thereby increasing the overall satisfaction Canadians have with their vehicle. When asked what they would do differently, 18 per cent said they would negotiate a better price, 13 per cent said they would shop around more and 10 per cent would buy an entirely different car. At Kijiji, we aim to provide Canadians a platform to shop comparatively. A car is added to Kijiji every seven seconds, which provides consumers with a strong sense of fair market price while also allowing them to compare makes and models on the spot.
HE: Canadians have long considered themselves as somewhat “practical motorists” especially when viewed with our cousins in the U.S. What do you think are some of the reasons for that?
CH: I think a lot of our being “practical” is down to the fact that we have to “deal” with winter. As Canadians, we know that a sexy sports car isn’t the most realistic option for cold weather, especially when you think about the winter we had this year. This was reflected in our survey, which found that nearly half of Canadians (46 per cent) say a sensible, yet sleek sedan is the car that matches their personality best, over options that include a sexy sports car. Canadians also tend to be fiscally conservative — 67 per cent of Canadians cite budget/income as the top barrier to owning their dream car, which indicates to us that Canadians like to be smart with money and stay on budget when it comes to buying cars.
HE: Why do you think so many of us still feel that purchasing a vehicle isn’t an easy decision, despite huge strides by the industry in recent years to simplifying the vehicle buying process?
CH: Cars are a big-ticket item, and there are so many different vehicle makers, dealerships and options that it can be overwhelming to the buyer. Keeping this in mind, we’ve tried to simplify it on Kijiji by streamlining the search process to make it easy for consumers to find what they are looking for — they can narrow down their search by make, model, and price — whatever is easiest for them.
HE: Buyer regret seems to be quite a topical theme, with this survey and another recent study revealing that a relatively high percentage of Canadians didn’t like the vehicle they ended up with. Why do you think that is?
CH: Doing your homework ahead of time is important — buying a car is a big decision and shouldn’t be rushed. There are plenty of cars available on the market. To get started and help reduce the risk of regret, we suggest consumers keep these two crucial questions top of mind before buying:
1. What is your budget? Figure out what you can spend — on both the low end and the high end — and stick to it. Also, keep ongoing maintenance costs in mind. They’re just as important to take into consideration as the cost of the vehicle itself, and they are often overlooked.
2. What are your needs versus your wants? Be honest: what is a “must” and what is a “nice-to-have?” Consider your lifestyle. If you have regular passengers and or if you need cargo space, what you will primarily use your car for, and how much you will be using it?
HE: Do you think we will eventually see a trend towards car buyers being more satisfied with their purchases?
CH: That’s our goal. As industry leaders it is important for Kijiji to educate consumers and guide them with helpful information so that they can make an informed decision. When people do their due diligence, they are less likely to feel regret after the fact.
HE: How do you think these findings impact those selling vehicles, such as dealers?
CH: Keeping the trends and regrets held by Canadians in mind can help dealers guide consumers best. Building trust with your customers is important; showing that you understand their concerns and that you want to help them to navigate the decision-making process will help dealers develop a good relationship with their customers.
HE: How can sites like Kijiji also help dealers in terms of connecting with their customers and raising the level of satisfaction when it comes to vehicle purchases?
CH: Kijiji is Canada’s largest autos site and reaches 40 per cent of Canada’s Internet population. Dealers can connect with customers directly through our site, because that’s where Canadians are looking for cars. In addition to this, by creating compelling ads on Kijiji, dealers can encourage consumers to come out and see their inventory.
HE: Why do you think studies like this are so important from a dealer perspective?
CH: Kijiji Autos will be sharing this study with our Canadian dealer clients over the next few weeks. We believe that these consumer insights can provide our dealers with a massive amount of value. Letting our dealer base know the results of this survey will help them work better with both their new and existing customers.
