Car Buying Secrets

Used Car Super Stores - Do you save?

By: Roosevelt Gist

Will you buy a car like you do a home appliance or stereo? Circuit City thinks you will. So far their theory of how to better merchandise used cars is working with Carmax. Customers are going to non dealer owned used car super lots by the thousands.

How used cars are sold is changing drastically. The franchise dealers and independent used car lots were caught off guard. Neither responded to the buying signal customers were sending. Now they are trying to play catch up and emulate the super stores.

Will you, the car buyer, benefit from this mass marketing of used cars? Can better customer service coupled with computer presentations and larger selections be enough to garner your business?

What the super stores proved is that if you improve the existing process of selling automobiles more customers will buy. Used cars today last longer and have a higher selling price because cars are built better.

Car buyers are better prepared to negotiate and have the income to spend but are not getting any lower prices from used car super stores than from a local dealer. Customers are spending more money for these used cars because of the improved customer service. Treat buyers like royalty and they repay you by doing business with you, will pay a little more and more importantly will tell their friends to do the same.

Auto dealers are forming used car super stores of their own. Dealer groups are combining resources and inventory. Dealers have the advantage because they have access to cars available through auctions opened only to dealers and they have direct access to the manufacturers.

Who will be the real winners in this market battle? You have already won because the process of selling cars has changed to your advantage. The dealers are winning because they have now reduced their costs, learned how to sell cars by using computers and offer superior customer service.

The question of do you save from all this is still one of great debate. Some groups that study car pricing say you are not saving but paying more at the super stores. You’re saying you are getting a better price at the super stores. We’re right back to what is the elusive "best deal".

Questions to ask the salesperson: Do you know what price the local dealer sells this car? Have you comparison shopped the dealers? Do you have a satisfaction guaranteed policy? If I find the same car for less will you take yours back?