Advanced Driver Assist Systems. Autonomous vehicles. Biometric Vehicle Access. Heads Up Display. 360-Degree Camera Systems. Integrated Mobile Apps. As much as 21st century technology is changing the way cars and trucks are built, it’s also having a major impact on the way vehicles are bought and sold. Nearly 96 per cent of Canadians have access to online services, and that’s helped turn average car buyers into self-educated consumers who know what they want.
“We’re finding that a lot of our customers start their buying process online through our GuelphToyota.com website,” said Ron Stewart, sales manager at Guelph Toyota. “They feel safer starting their buying process from the comfort of their homes and they like the idea of narrowing down their selection before making the trip to the dealership.”
The ongoing consumer shift to using digital platforms for research prior to making purchases has prompted car dealerships like Guelph Toyota to upgrade websites with more comprehensive functionality and information. As a result, the traditional role of the car salesperson is changing.
“Our team members here are called Product Advisors,” said Stewart, who has been representing the Toyota brand for 22 years. “We’re not salespeople, we’re product advisors. The idea behind that is, our goal is to help you select the exact right vehicle for your life and your lifestyle. We’re not here to sell you a car. We’re here to help you with the selection of the right vehicle that meets your personal needs.”
Stewart says that by the time a typical car buyer arrives at the dealership they’ve mostly decided on the vehicle they want and just need a test drive as well as some final questions explained.
“At that point it becomes more of a confirmational process,” he said. “Most questions at that point are about the packages or the options that come with the car, and the discussion goes to should you lease, should you finance or should you pay cash.”
Concerns about vehicle safety continue to be the biggest focus for new car buyers. Stewart says his Product Advisors have an easier time educating potential buyers about Toyota safety given the company’s long track record of building safe vehicles.
“The most common question is what kind of safety features does your vehicle have,” he said. “That’s because there’s a lot of noise out there. The one thing about
Toyota vehicles is that Toyota Safety Sense™ comes standard in all of our cars. A customer doesn’t have to upgrade the vehicle package to upgrade their safety.”
Staying safe from COVID-19 is also shaping the way dealerships are dealing with the process of selling vehicles. To ensure customer safety, Guelph Toyota reconfigured the showroom, installing plexiglass partitions between guests and Product Advisors and encouraging of appointment-only customer interactions. According to Stewart and the General Manager, Michael Tavares, the changes have achieved the desired results.
“We’ve had zero cases here since the onset. That’s a testament to the safety-first protocols that we have here. We consistently have team members that walk the entire dealership wiping handles, wiping desks, wiping all touch points. We know that if we can keep us safe, by default we’re keeping the customers safe too.”
When you’re in the market for a new or pre-owned vehicle, visit Guelph Toyota online at guelphtoyota.com.