AutoTrader has revolutionised the South African automotive market with the launch of its new dealer ratings and reviews feature. This groundbreaking tool, the first of its kind in the SA automotive classifieds space, allows buyers to access authentic feedback from previous customers.

By sharing their experiences, customers can rate dealerships on a scale of 1 to 5 stars and provide written reviews covering aspects like customer service, test drives, financing and the overall purchasing process.

“This initiative aligns trust, transparency and technology within South Africa’s automotive landscape,” says George Mienie, CEO of AutoTrader. “It empowers buyers with the information they need to make informed decisions while encouraging dealerships to continuously improve their service standards.”

Benefits for buyers:

• Informed decisions: Up to 90% of consumers rely on online reviews to guide their purchasing decisions.

• Increased trust: Customer reviews are 12 times more trustworthy than manufacturer descriptions.

• Transparent market: Access to real customer experiences builds trust and confidence in the buying process.

Benefits for dealerships:

• Improved reputation: Positive reviews enhance brand image and attract more customers.

• Increased sales: Dealers with strong ratings are more likely to move inventory quickly.

• Valuable feedback: Constructive criticism helps identify areas for improvement and enhance customer service.

How it works:

• After contacting a dealership via AutoTrader, customers receive an invitation to share their feedback.

• Ratings and reviews are publicly displayed on dealer profiles.

• AutoTrader applies a unique methodology to calculate an overall dealer rating.

Key takeaways:

• Customer reviews are crucial for building trust and driving sales in the automotive industry.

• Dealerships should strive for balanced feedback, as overly perfect scores may appear unrealistic.

• Promptly addressing customer inquiries and resolving issues is essential for maintaining positive reviews.

AutoTrader’s dealer ratings and reviews feature fosters a more transparent and customer-centric automotive market in South Africa. It empowers buyers with valuable information and encourages continuous dealership improvement.

Sources: MotorPress / HelloPeter / Forbes / Northwestern University