Survey Shows Consumers Trust Auto Dealers, but Transparency Plays Critical Role - AutoSuccessOnline

Survey Shows Consumers Trust Auto Dealers, but Transparency Plays Critical Role

Safety plays critical role in consumers’ desire for dealership transparency; failure to disclose open safety recalls can impact sales.

Automobile shoppers say automotive retailers’ transparency is a critical part of building and maintaining trust in the sales and service process, according to a recent survey commissioned by AutoAp, Inc. and Rapid Recon.

“Consumer Transparency Expectations” found that consumers still trust automobile dealerships — new car dealers scored 80% when consumers were asked to rate trust, while transparency rated 92%, with 100% being extremely important.

However, the survey also found that dealerships who do not disclose vehicles with open safety recalls will lose customer trust, future sales and potential referrals. When asked if they would purchase a vehicle from a dealership that failed to disclose an open recall, consumers’ average response was 7.5%, with “Not at All Likely” equating to 0% and “Extremely Likely”, 100%.

The survey included responses from 1,000 people across the country who will be in the market for a new or used vehicle within in the next three years and plan to buy at a franchised or independent dealership. The survey sought to measure several key attributes including how highly consumers value transparency, how much they trust auto dealers and how vehicle safety recalls can impact the vehicle sales process.

Brad Preble, CARR Auto Group’s president said: “For dealers to be even more successful, it is essential that they embrace innovative ways to provide critical information to customers leading up to and at the point of sale. Safety recall management systems can significantly strengthen customer relationships and help close more sales. If a dealer can remedy a known recall before they sell, it increases their likelihood to close the sale.”

Approximately 20-25% of all vehicles on the road have one or more open safety recalls. And through previous research, AutoAp found that franchised dealers have an “open rate” of 14.8% while independent dealers have an open rate of 20.3% — about the same as consumer-owned vehicles. These vehicles are often sold, unknowingly to both the dealer and the customer, because of errors and delays in the vehicle recall ecosystem. Without an automated vehicle recall management system, it’s difficult to stay on top of – let alone ahead of – safety recalls, according to the company.

“Dealer transparency is required for consumer trust. It’s simple: Dealers who work to win and maintain trust sell more,” said Mark Paul, CEO of AutoAp, Inc. “Disclosing vehicle safety recalls is a critical element of transparency.”

The survey also shows that consumers are overwhelmingly more likely to purchase vehicles from dealerships with an automated process to identify and manage vehicle safety recalls versus one that does not (95% versus 5% – factor of 19 to 1).

To view the complete Consumer Transparency Expectations report, visit To review the reconditioning portion of the study, visit

Find out more at and obtain a copy of their 2022 “Consumer Transparency Expectations” report.

You May Also Like

Auto Dealer Study Reveals Ways to Increase Appointment Success

The study showed when the trade was discussed, the likelihood of setting an appointment jumped from just over 24% to 42%.

Alan Ram’s Proactive Training Solutions announced in a press release the results of a partnership with Calldrip to conduct an independent study of 15 random auto dealerships in their database, scoring 1,215 sales calls. The study found a vital missing link as the customer’s vehicle trade was discussed only 14% of the time. However, the simple step of inquiring about an appraisal of a shopper’s current vehicle increased appointments set by 72%.

DOWC Is One of New Jersey’s Best Places to Work

DOWC received high marks for its workplace environment, company ethics and policies, and for providing an opportunity for growth.

DealerBuilt Pulls into Service Lane with Acquisition of iService Auto

iService’s solution is a key piece in an M&A strategy that unlocks the ability for DealerBuilt customers to run all their departments on one integrated platform.

Mopar, Petra Partner to Launch New Maintenance Products

Petra will provide a suite of Mopar products, including chemicals to help maintain the fuel system, diesel fuel system and A/C systems of the vehicles serviced.

Dealerware, Tekion Partnership Saves Time with Self-Service Check-In, Automated RO Tracking

The Tekion and Dealerware partnership utilizes Dealerware API to automate the flow of customer information between Tekion DMS and Dealerware’s courtesy loaner management platform.

Other Posts

CarNow Appoints Kayne Grau as New CEO

CarNow recently announced the appointment of Kayne Grau as chief executive officer and as a member of the Board of Directors, effective immediately. Grau will work closely with the CarNow leadership team to accelerate product innovation, strengthen the company’s network of industry partners and grow its customer base. Related Articles – Dealer Funnel Welcomes Dan

Dealer Funnel Welcomes Dan Moore to Board of Directors

Moore’s appointment comes at a time when Dealer Funnel continues to innovate in the automotive sales industry, integrating AI features and offering an extensive array of tools that allow dealerships to communicate more efficiently and effectively with their leads.

Manheim Tapped to Host Digital Private Store for Fusion Auto Finance 

Fusion Auto Finance is now able to consolidate its multiple disparate platforms into a single, seamless experience.

MotorDNA Unveils Insurance Marketplace

Integrating seamlessly into the auto dealerships’ F&I workflow and tech stack, the MotorDNA Insurance Marketplace ensures a streamlined and efficient experience for dealers and consumers.