Diego Sanson, Vice President International Business Development
It’s all about the consumer
Diego Sanson, Vice President International Business Development
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Meeting consumer needs by providing a good service and price will help them gain confidence when searching for a new or used vehicle online, according to Diego Sanson, Vice President International Business Development, CarGurus.
“People always ask us: ‘what’s different about you?’. We built our website thinking about what the consumer wants, needs and desires,” said Sanson. “We really based it around unbiased transparency, because from a consumer perspective, you’re looking for guidance to understand — is this a good deal or not? For us it’s not just about price, it’s also about reputation and you put those things together and that’s what a good deal is. A cheap price from someone with a bad reputation makes them nervous.”
CarGurus is an automotive research and shopping website that helps consumers find and purchase new and used vehicles. The company’s website is built with the consumer in mind: it’s easy to navigate, it’s easy to find what you’re looking for, and it’s not busy or overrun with advertisements. Sanson said this is part of what helps differentiate them, because they are not trying to monetize it in every possible way. “From a consumer perspective you’re like, what am I looking at?” said Sanson.
As for Google listings when consumers search for vehicles online, he said they are not directing them to who’s paying the company. Instead, they are gearing them to what has the most relevance for what they are looking for.
“That’s a winning combination for the consumer and ultimately for the dealer as well,” said Sanson. “Because the consumer is going to transact with much more confidence, and with a higher conversion, much lower down the funnel, of knowing what they want. You have to provide a good service and a good price and not just focus on making your way to the top to get rid of everybody.”
CarGurus operates sites in Canada, the U.K., Germany, Italy and Spain. They have offices based in both the U.S. and Ireland.
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