5 Solutions to Dealership Customer Complaints

Purchasing a vehicle is an exciting but stressful time for potential customers. A dealership visit often involves a long day spent with a sales team member and in the F&I office. This can easily lead to dealership customer complaints.

There’s no industry that is foolproof against customer complaints. The high emotion of purchasing a vehicle often leads to customer stress that may lead to complaining in person or even online. In 2023, an average of 10% of a new dealership’s reviews were negative.

In a high-stakes situation, customers want to feel assured that they’ve made the right decision in the vehicle they are purchasing and the dealership they are working with. Some complaints can stir up some doubts in potential buyers. The good news is that with these helpful strategies, you can avoid the most common dealership customer complaints.

  1. Build Trust & Transparency


    Many consumers have a built-in mistrust for the automotive industry. One study shows that 76% of those asked don’t trust car dealerships to be honest about pricing. Building trust with customers is essential for dealerships. Accomplish this by being transparent and up-front while maintaining regular customer contact. If there are service drive or F&I issues, be honest with the customer about the situation and how to create a better customer experience.

  2. Give Buyers Their Money’s Worth

    Many customers are concerned about vehicle pricing, especially with so many opportunities for upgrades and additional services. Customers must rely on dealerships to purchase vehicles, but that means they are often left haggling over a feature or monthly payment. Take customer concerns seriously and work with them to learn what is and isn’t important, and what will have them driving away happily after the transaction.

  3. Don’t Push Unnecessary Services

    Customers don’t want to feel as if they are being sold unnecessary services each time they visit their dealership. Recent studies show that in 2023, only 30% of all serviced cars were taken to a dealership for maintenance. However, 46% of those customers don’t trust the service drive to be honest in pricing and what’s needed. If the service drive is transparent with customers about their service needs, they’re bound to return when other services are needed.

  4. Avoid the Stereotype of the “Pushy” Salesperson


    Let’s face it: vehicle sales is a competitive market. With high interest rates and other economic concerns, buying a new vehicle is a struggle for many customers.  In 2024, the vehicle market is remaining close to record highs on vehicle pricing, and those aren’t projected to lower any time soon. It’s important to carefully assess the customer’s needs while avoiding appearing pushy during this stressful decision-making process.

  5. Steer Clear of False Advertising

    Finally, one of the biggest complaints from vehicle buyers is that too many dealerships use false or misleading marketing. Avoid marketing specials and deals with complicated fine print or limitations on the promotion. These might get customers to the showroom, but they may leave unhappy and have a bad memory of trying to work with that dealership. Instead, be up-front and transparent with what the specials and promotions offer and who is eligible before they even get to the F&I office, if possible.

Address Dealership Customer Complaints Before They Start

Customer complaints are all too common – and usually louder than a positive review. However, you can prevent complaints by implementing business practices designed to create the best customer experience possible. A dealership that understands negative experiences potential customers have already faced can ensure that those are not repeated.

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