Considering a new car? Some things to consider.
Tom Gorham, Internet Sales & Marketing Manager
Apple Chevrolet
Buying a car need not be stressful.
So you’ve decided it’s time to consider purchasing a new vehicle. Some people enjoy shopping for a new car and some people dread it. It is a large purchase and that can make it stressful for some of us. But it doesn’t have to be that way. The key is careful balancing of your needs, your desires and your finances.
Starting out, you may already know what type of vehicle you want or need. Is it a family car? Do you have a growing family that requires a lot of space? Or are you looking for something that is fun and sporty? You may even have conflicting desires and practical requirements. It may be your choice alone or you may have to consult with other family members. These are personal and emotional decisions that should be ironed out before you begin your research. It can save you from backtracking later or making a poor choice or impulse buy.
Once you have committed to a type of vehicle, you can begin your consideration of make and model. Perhaps you have been driving a Toyota sedan but that new Chevy Malibu sure looks nice. You’re just not sure if Chevy quality meets your standards. Or your family is growing and you’re considering a new crossover but are unsure which is best. Do you want a Ford Escape or the new Chevy Equinox? It’s time for a little research. I suggest you hit the Internet highway and do a little competitive comparisons. There are many sites that offer such information including Edmunds, Kelly Blue Book, and dozens of others. Look for independent reviews by sources such as J.D. Power and Motor Trend Online.
Consider comfort, equipment, and safety for starters. Balance these things with price and long-term cost in fuel economy, maintenance and repairs, and vehicle warranty. Perhaps comfort and convenience is more important to you than cost comparison. Or you have children and your paramount concern is safety and plenty of room. Visit the manufacturer’s websites for details and specs on your favorite vehicles. Check to see what dealers are in your area and have the vehicles you’re considering.
Once you have settled on one or two models that you would consider purchasing, visit the dealer websites that offer those vehicles. It’s time, not only to choose a vehicle, but to choose a dealer. Is their website professional and offer you the information you require? Do they offer photos and pricing? Take a look at their Service and Parts sections. Remember, you would like good service after the sale. Do they list current specials and incentives? Of course the obvious place to land on their website is their inventory. What’s available in their inventory and what other information do they offer? Do they offer trade-in information and estimates?
Once you feel comfortable with the dealer website, it’s time to choose one or more vehicles that you would be interested in buying. If you require more information about the vehicle, request it from the website. Feel free to request a quote. The dealer’s response will tell you more about them. Do they treat you professionally and with respect? Do they answer all of your questions completely and with a thoughtful response? Do they offer you alternatives that may appeal to you? Response time, courtesy, and respect for your time will be an indication of what to expect when you arrive at the dealership to take a test drive.
Remember that the auto business is a very competitive business. Most quotes from competing dealers will be fairly close… maybe just hundreds of dollars apart. Don’t rule out a dealer that is a few hundred dollars more than a competing dealer. Make it a point to discuss your pricing concerns with the representative that responded to you. Discuss any concerns or questions you may have about financing or leasing. Then consider location, how you were treated during your research with them, and what kind of future relationship you would like to have with your dealership choice later.
If you are still unsure, visit both dealers to see and test drive their vehicles. Have the salesman explain the features and benefits of their vehicle. While driving, does the seat feel comfortable. Are the controls easy to reach and manipulate? Check how the steering, acceleration and brakes feel to you. Do the conveniences and entertainment systems meet your needs and desires? If not, ask about availability and add-on costs.
Ask to see their facilities and service department. Meet the Service Manager or a Service Advisor if possible. Ask yourself if these are people you trust and enjoy doing business with. What is your comfort level. What is the dealer’s reputation in the community?
Never let yourself be pressured into a decision you’re not ready to make. A reputable dealer knows that it sometimes takes time and patience to assist you with your purchase and develop a long term relationship with you that keeps you coming back again. And that’s the kind of dealer you want.
It seems like a lot of work but buying the right car from the right dealer can give you joy and peace of mind for years to come. Comments about this article are welcome.
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Tom Gorham has been working in the automotive industry since 1994 and with the Internet side of the business since 1998. He joined Apple Chevrolet in 2000 as Internet Sales & Marketing Manager.
