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Do People Trust Car Dealers? Yes, If They Have These 4 Traits


With the emerging eCommerce getting stronger and stronger, do people trust car dealers up to now? According to some experts, people still trust car dealerships, but only if they have these seven traits.

For most customers, buying a huge investment like a vehicle will take a lot of trust. They also put a lot of effort into choosing the right car and car dealership. Finding the right vehicle is problematic, how much more when looking for the right dealership. And not all dealerships are created equal. Some dealerships aim to provide the best service for their customers. However, people can’t tell whether this particular car dealer is something people can trust by just looking at it. Yes, people do search for reviews, but people’s experiences vary.

Another problem car dealers face is the presumptive generalization of car salesmen. But, of course, when customers spend a big deal of their hard-earned money, they will want the whole experience. And that is something your dealership should provide. But then again, with this hasty “reputation” of car dealers being “dishonest” and “underhanded,” it’s pretty hard to shed that cultural stereotype.

So what can a car dealer do? In this post, we list down four traits car dealers should have to gain people’s trust. If your dealership already has these traits, we must say good job and keep it up. But if some of these you find lacking in your business, you can go ahead and take action.

do-people-trust-car-dealers- two businessmen discussing

CERTIFIED By Top Dealers Associations In The US

An old adage goes, “tell me who your friends are, and I’ll tell you who you are.” When it comes to car dealers getting the trust of their customers, this adage still applies – in a way. Customers may not be able to decipher the trustworthiness of a dealership with just one look, but they can undoubtedly get cues from the dealers association they’re affiliated to. Associations such as the National Independent Automobile Dealers Association (NIADA) or the National Automobile Dealers Association (NADA) are two of the most trust-worthy dealers association in the country.

Being a member of these reputable organizations mean that you have to follow strict customer service conduct. When dealers don’t follow these codes, the association will take action. That’s why people tend to gravitate towards and trust dealerships that belong to these associations. So when you belong to any of these orgs, don’t forget to highlight it on your website or let your customers know; it’s part of the rules.

Also, don’t forget about dealership associations in your local area. It will help establish your business as a car dealer people can trust, but it also allows you to network with other car dealers in your area and create camaraderie. Who knows, they will need your help, and you will need your help in the future.

TECH-SAVVY For Faster Services

As a business owner, do you consider yourself tech-savvy? Are you articulate when someone asks you about technology? Do you own the latest gadgets in the market? If your answer is “yes” to the last two questions, you may be just one. But aside from being tech-savvy in person, you can also apply this trait to your business. And it has been proven to be beneficial in this day and age. For example, technology plays a big part in making your car dealer a step ahead while gaining people’s trust.

Running your car dealership while applying the latest technology can make each task faster. And while you’re doing your business more quickly, these technological advances also help you save time and money! In addition, streamlining your dealer’s operations also helps increase your services’ efficiency while reaching a broader market. This way alone does your business as a reputable car dealer people can trust.

So how can you apply the tech-savvy to the equation? First, you should know that you don’t have to use every software and tool you find all at once. Technology can be overwhelming, so take it in gradually. Besides, you’re already winning half the battle when you have a website already. And to make people trust your dealership, you can start by using software and tools to mobilize your dealership operations. Reconditioning software and appraisal tools are among the best ones you can use for your dealership at the start; the rest can follow.

People Trust Car Dealers That Are HONEST

Honesty is one of the most essential traits a business should have, if not the most critical. Aside from the fact that it helps create trust and loyalty from your customers, it also creates the kind of culture your business has and sets the tone of your employee’s behavior. As a car dealer, honesty should be the name of the game. Other dealerships try to cut a few corners to have more profit. However, just like any other business, you can’t build customers’ trust and loyalty when being truthful is not your business’s core principle.

One of the most significant trust issues customers have with car dealers is that, often, car salesmen seem to play on the customers’ limited knowledge about cars. Just because most customers don’t know much about cars doesn’t mean this is an opportunity for car dealers to overwhelm them with big words until they say yes. This is dishonesty in the most biblical sense.

A trustworthy car dealer can answer customers’ queries in simple terms. Instead of overwhelming potential buyers with jargon and useless facts, salesmen should be able to convey information that can be understood instantly. There are times, though, when customers ask the most complicated questions. Well-trained and honest salespeople will not have difficulty answering these questions using the correct information. In addition, a vehicle condition report can go a long way in making customers understand and trust your car dealership.

Carketa’s own Adam and Leeann on a food drive in partnership with Tabithas Way

Last But Not Least, Being ALTRUISTIC Goes A Long Way

Community involvement is any type of activity or event wherein you’re creating an impact and quality of life for your community and its people. For a business like car dealers, this is also a very effective way to instill trust in people, whether or not they’re your customers. It’s also an effective way to increase brand awareness, build camaraderie, and get a positive reputation. All that being said, community involvement is often overlooked by some businesses, including car dealerships.

If you don’t know where to start giving back to your community, here are a few examples:

  • Start a donation drive and make your dealership a drop-off location where people can talk and mingle with you and your employees. If you don’t have the time to start one, you can always work with an established program in your area.
  • Invest in your community’s academic future by doing an education outreach program. For example, you can support college kids who want to pursue careers in math and science, educate people about the importance of literacy and environmental education, or sponsor a youth mentoring program in your local area. In addition, you can also donate school supplies to kids and families in need.
  • As car dealers and someone from the automotive industry, we know how vehicular accidents kill thousands of individuals each year. Think of this as your social responsibility. You can provide tools and information that educate people – especially young ones – about safe driving.

The takeaway here is that you don’t need a lot of money to do community outreach and involvement. All you need is a little bit of support from your employees and community, and you will be able to help out. Also, don’t think of community involvement as a marketing tool alone. You have to have a desire to help. So, choose one that’s closest to your heart, and people will see it as a genuine act of altruism and not just a marketing ploy just to gain trust from people.

Car Dealers Need Trust. Period.

Or any type of business, in general. Loyalty and trust are the foundation on which car dealers build their foundation to see growth and success in the future. And earning people’s trust is not rocket science. Being friendly and people-oriented to your customers is already an effective way to gain trust. In other words? Customers are always FIRST.

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