Dealers are overwhelmingly unresponsive to online consumer inquiries related to financing, payments or leasing, a mystery shopper study by DAS Technology found.
Only 2 percent of dealerships contacted provided any information when customers asked about these core finance-and-insurance topics, according to the marketing firm. DAS Technology sent more than 1,850 mystery shopper inquiries out to dealerships during the third and fourth quarters of 2022 using channels including dealership websites and Facebook pages.
"What we found was a significant gap of what was asked for versus what was presented back," DAS Technology COO Jason Barrie told Automotive News in January.
DAS Technology didn't credit dealerships for offering financial information to the consumer passively, such as including payment sliders on a homepage. If a customer reached out about financing and heard nothing back, the store was counted as unresponsive, Barrie said.