How Dealers Win with Affordability, Clarity, and Convenience This Holiday Season
For the past five years, the C-4 Analytics Quarterly Consumer Intent Survey (QCIS) has provided real-time data and insights from thousands of in-market car shoppers across the nation. Now, in the latest report, we’re seeing a shift: consumer demand is stable, but buyers are smarter and more intentional than ever before. They know exactly what they want and which dealerships make the buying process easy and transparent.This holiday season, the competitive edge belongs to disciplined dealerships that focus on a few key areas:
- Affordability: “Lowest price” remains the number one factor in a buyer’s decision, but the key isn't cutting prices—it’s providing pricing clarity. Shoppers reward dealers who simplify the numbers and communicate incentives clearly.
- Local Availability: Despite the rise of digital shopping, local inventory searches are still the most common behavior for in-market buyers. Dealerships that keep their inventory feeds accurate and up-to-date have a measurable advantage.
- Convenience: Our research shows that the hassle of the holiday season can deter shoppers. The most powerful driver of conversion isn’t just price—it’s a streamlined, low-friction shopping experience.