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Dealers
Comparing Dealers
 Selecting the right dealer is as important as the selection of the
model and the price. Unfortunately, many consumers focus so strongly on price that they make the mistake of saving
a few dollars by buying a car from a bad dealer. The money that they saved quickly gets forgotten as they deal
with an incompetent or unresponsive dealership. Just as you will have to live with your model choice as long as
you own the car, you are going to have to live with the dealer, at least through the warranty period. Yes, you
can always take the car elsewhere to have it serviced, but what if that is inconvenient? What if the other dealer
gives preference to their own customers and requires you to wait for a service appointment?
What factors should influence the choice
of dealer?
Location:
Like real estate, location is important. A dealer's location should be an important component of your decision.
An extra hour's drive may not be a big deal when you buy the car, but it will probably become a factor if you have
to drive that hour every time you need service. A big difference in the price, however, can ease the burden of
the drive.
Reputation: Like people, dealerships have personalities--some good, some bad. Ask around. Get feedback
from people you know as to what they think of a particular dealership. Is the dealer responsive? Did they feel
that they got a fair deal when they bought the car? Would they buy a car from that dealership again? Check with
your local Better Business Bureau.
 When you see someone with a car that has a license plate frame or sticker
from a dealer in which you are interested, don't be afraid to ask them for input. It will save you from searching
all over town trying to find someone who has purchased from that dealership.
C.S.I.:
What is the dealership's C.S.I. (Customer Satisfaction Index) ranking? The most important information that you
can secure is not what the C.S.I. score of a particular dealership is, but how that score compares to the competition.
In a given sales market, you will often find a wide variance in scores from one dealership to the next, so it is
imperative that you see where the different scores stack up when they are ranked from highest to lowest. Almost
all manufacturers will generate a list of dealerships with their scores on a monthly, bi-monthly, or quarterly
basis. These are the ratings that you need to see, making sure that the one you are being shown is the most current
available. Scores can change fairly rapidly, so you don't want to be caught in the trap of looking at at report
and not knowing or realizing that it is six months or a year old. (Excerpted from Smart Sense Car Buying) Don't hesitate to ask the dealership you are considering buying a vehicle from to show
you the C.S.I. report. If the dealership is not forthcoming, take that as a hint and find another dealer.
Service: Does the dealer's service department meet your needs? What is its reputation? Are they
going to be convenient for you (e.g., hours of operation, shuttle service to your place of employment)? When you
visit dealerships, look at the service (shop) area. Does it appear clean and well organized? A dirty and disorganized
service department will often equate to a less than adequate service experience. You will also need to know what
their hourly service rate is. Generally, most dealerships will be in the same general range, but it is better to
know upfront than to get a surprise the first time you have to pay for a repair. For more hints and tips on repairs
and maintenance, see the pages devoted to ownership.
Price:
Can they meet your price? If they cannot meet it, how close to it can they come? Obviously, if they cannot even
approach your target price, you are going to have to move on to the next dealerl However, if a particular dealer
meets all of your other criteria (convenient location, good reputation and service) and is, for example $100 more
than a less preferred dealer, is it worth paying the $100? That is a decision only you can make, but don't let
a few dollars force you to live with a dealer with inadequate (or bad) service. For more hints on pricing,
see the pages devoted to that subject.
System Selling: If you visit several dealerships, there is a good chance that you will encounter at least
one with a "sales system." See what
to look out for in a "System Store."
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