July 20, 2006
Shoppers prefer new vehicle photos to stock pictures
Irvine, California – Ninety per cent of vehicle shoppers prefer to see actual photos of new cars currently on the dealer’s lot than view stock photography, according to a new study conducted by Kelley Blue Book Marketing Research.
Actual photos are common with used vehicles, but in-market shoppers say they want the same when looking at in-stock new cars on a dealer’s Web site before driving to the dealership. Most dealerships use stock photography of new vehicles provided by the manufacturer to showcase current model-year vehicles.
The research also showed that 70 per cent of new vehicle shoppers turn to the Internet for new vehicle research, and nearly half of them visit at least one dealership Web site during the research process. As well, 74 per cent surveyed said they are more likely to visit a dealership if they are able to view a picture of an actual vehicle currently available on the lot, rather than stock photography, and 53 per cent would be more likely to buy that particular vehicle from a dealership offering actual photos of in-stock vehicles.