Toronto New Car

According to Harris Interactive, one in five North American adults (19%) describe themselves as either “very” or “extremely knowledgeable” about vehicles. These “Influentials” are much more likely than “Non-influential” ordinary consumers to say they are more likely to talk to other knowledgeable people about the vehicles they are considering.

Males (82%) dominate the Influentials. Their average age is 45, they have higher incomes, with more than half (53%) earning $75,000 or more compared to 40 percent of Non-influentials.

57% of Influentials know many people who are at least very knowledgeable about new cars, compared to just 18 percent of Non-influentials.

• Influentials talk about vehicles mostly to family (60%) and friends (58%)
• Non-influentials are less likely to talk about vehicles with family (38%) and more likely to talk with friends (65%)
• 55% of Non-influentials actively seek out advice from Influentials “always” or “most of the time.”

Stephen A. Lovett, Director of Automotive & Transportation Research at Harris Interactive, says “Consumers who take part in spreading the word can be extremely influential… Influentials develop communities to rely on to make their vehicle choice… (while) Non-influentials seek out Influentials for vehicle advice, but they are more likely… to rely on their shopping experience to make their final vehicle choice.”

However, Influentials are less likely than Non-influentials to rely on other people (family, friends, acquaintances) and only 17% are likely to use a dealership salesperson as a source of information (vs. 38% of Non-influentials).

Lovett adds “While Non-influentials tend to rely on their shopping experience to make their final decision… Influentials can and do help determine which new cars make it onto the shopping lists of Non-influentials.”

For most, buying a new car is one of the most stressful experiences, however it doesn’t have to be. The main fear is that you never really know if your getting a good deal, so it stands to reason who’ll be asking your friends about theirs.

Today, the internet has made buying a new car in Toronto, or anywhere else, much easier than in the past. Sites like Car Cost Canada go so far as offering wholesale invoice price reports so that you can see the new car dealers true costs. By and large, dealers are decent hard working folks. You can better your experience, and get that great deal, by spending some time educating yourself about that next automobile purchase or lease.