PROSPECTIVE car buyers would make a more informed purchase decision and react more positively to a dealer if they were offered an extended or unaccompanied test drive, a UK survey has found.

The survey of 200 buyers found 89 per cent would have a positive response that “would likely swing a sale” and almost one-third (32 per cent) said an extended test drive would increase the chances of them “falling in love” with the car.

UK dealer management company, Cooper Solutions, conducted the survey and found that 43 per cent of prospective buyers wanted to show the car to friends and family to gauge their opinion.

The survey results verify moves by Australian dealers and distributors to examine the concept.

Subaru Australia has started its “Test Drive at Yours” program that allows prospective buyers to borrow a car overnight. The program is usually an extension of Subaru’s pop-up dealerships.

Subaru Australia public relations coordinator Chloe Fraser said research had found that people still want to test drive a car before purchase.

“Some people we envisage as using the idea are those who are too busy during normal hours or those who simply can’t get to a dealership for other reasons,” Ms Fraser said.

“So we are removing obstacles to make purchase of a Subaru a simplified process.”

The program started a month ago under trial in Sydney. Subaru XV and Impreza models are the only ones being offered at the moment but Ms Fraser said other models could be added. A review of its success is being conducted over the next few months.

Hyundai Motor Company Australia (HMCA) encourages its dealers to allow test drives over longer periods and believes that unaccompanied motorists who use a car in familiar circumstances will have a better chance of converting to ownership.

HMCA public relations general manager Bill Thomas said the drive concept was not a national policy and that not all dealers offered the service.

But he said getting people to put Hyundai on their shopping list was an important part of the sales success or otherwise.

“Sometimes it’s a drive or being a passenger in a Hyundai product that swings people from being ‘just interested’ into people who become customers,” he said.

“It then puts us in a position of being a considered brand that can lead to a sale.”

Years ago, Honda in New Zealand started a program where dealers received bonuses based on the number of overnight (or longer) test drives they had placed with prospective buyers or with Honda owners approaching repurchase.

Honda NZ owned the cars, including showroom stock, and it took the view that showrooms should be empty overnight because the cars should be out in the hands of potential buyers. The test drive booking system was handled by head office and the performance of every sales person in NZ in booking cars out was monitored in Auckland.

Meanwhile, the Cooper Solutions survey found that when it comes to testing the driving of the vehicle itself, overall performance was rated the most important factor, closely followed by visibility and ease of parking.

Company director Dean Pipitone, in an interview with Automotive Management Online, said: “The test drive process is a vital element of the customer purchase journey and substantially increases the chance of securing a sale.

“This is significantly heightened when a customer has the opportunity to bring to life the benefits of the vehicle, particularly when considering an upgrade.

“Being able to drive on familiar roads allows time for the customer to test out comfort, equipment, and the way the vehicle handles and performs, as well as being able to trial the car without the pressure of a salesperson accompanying them.”

However, Mr Pipitone said the survey discovered that dealers need to keep a watchful eye and more importantly, be adequately covered in the event of an accident or incident.

“Motorists test-driving can be tempted to push the vehicle’s speed, particularly when driving on the motorway,” he warned.

“Dealers need to consider both quality short-term insurance cover, in the event of an incident, as well as the tracking of traffic offences or charges, enabling them to offer unaccompanied test drives with confidence.

“Crucially, this means dealers can enhance the customer experience and boost their bottom line, by making the most of new sales opportunities.”

By Neil Dowling