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Vehicles Made in U.S. Seen as Important by Dealership Leads

Posted on: August 14th, 2012 by credit

Have you encountered automotive dealership leads asking you about where a particular vehicle was made? Did one of them backed out from purchasing it because it is not made in the U.S.? If so, there is some good explanation to that. A recent study from AutoTrader.com Trend Engine revealed that vehicles made in the U.S. are seen as more important by car shoppers than vehicles made by U.S. manufacturers.

According to the July 2012 Shopper Insights Report, 41 percent of car shoppers say that it is important to purchase vehicles built in the U.S., while only 28 percent say that it is important to purchase from a U.S.-based company or automaker. Those car shoppers that comprise the 41 percent believe that purchasing vehicles made in America supports American jobs and the country’s economy and keeps American dollar at home.

Vehicles referred as “made in” America in the study includes vehicles that were physically built in the U.S. by U.S. workers, but not necessarily made by U.S. manufacturers. These car models can include foreign models. On the other hand, vehicles referred as “made by” U.S automakers are not necessarily made in the U.S. These vehicles can be built outside the country.

The report also revealed that more than half of the car shoppers surveyed perceive vehicles made by a foreign manufacturer in the U.S. as American-made. Only 43 percent see vehicles made by U.S. automakers outside the country as American-made. The top models made in the U.S. ranked by AutoTrader.com are 2013 Chevrolet Malibu Eco, 2013 Ford Escape, 2013 Dodge Dart, 2013 SRT Viper, 2013 Buick Enclave, 2012 Volkswagen Passat, 2012 Kia Optima, 2012 BMW X3, 2012 Honda Odyssey, and 2012 Mercedes-Benz ML-Class.

There are two possible insights that can be learned from the study: that most car shoppers now prefer vehicles made in the U.S. and that they are more likely to buy such vehicles now. However, dealers cannot still operate with just these two possibilities, especially the latter. There are still many factors that car shoppers consider during the car buying process. Whether the vehicle is made in the U.S. or made by an American manufacturer is just one of the factors they consider.

Nevertheless, the insights and ideas that the study bring the industry are still considered as important for dealerships especially in their generation of automotive dealership leads and sales operations. It doesn’t mean, though, that dealers must only sell cars made in the U.S. from now on. It is just important for dealers to watch the trends in the industry closely as they rapidly shift.

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