I recently browsed a few dealer websites and noticed an interesting phenomenon. There seem to be only two reasons to buy a used car - because it costs an X per month or is now cheaper than a few weeks ago.
Allow me to demonstrate my point with an example.
I am using Marshall.co.uk's Mercedes-Benz used cars section, but just as an example, not to single them out. The same applies to the majority of dealers' websites.
Let's look at the second car in the first row, a 2014 SLK. Now, would anyone purchase a 2-seater convertible solely because there's a £1.5k "saving" involved or because it costs £307 per month? I highly doubt it. You need to have a genuine desire for a convertible in the first place.
So, how is that desire ignited?
It won't be through pictures because there isn't one that shows the car with the roof down.
The words are unlikely to evoke any emotional response or desire either.
To pique buyers' interest, the SLK might need to be positioned differently than just a lot of numbers on a screen. How about painting a picture of it as a perfect match for someone who ...
... craves luxury, performance, and style, who seeks a thrilling driving experience and values the Mercedes-Benz brand's prestige.
An individual with a sense of adventure who enjoys the freedom and excitement that comes with open-air driving, who is likely to seek out thrilling driving experiences and enjoy the road less traveled.
A person who prioritises comfort, sophistication, and cutting-edge technology in their automotive choices, with a discerning taste and a penchant for exceptional quality and craftsmanship, appreciating the finer details and the meticulous design and engineering that go into creating a Mercedes-Benz vehicle.
Someone with a strong sense of style and a value for aesthetics, who appreciates the sleek and sporty design of the SLK 250 and enjoys making a statement with their choice of vehicle.
A tech-savvy person who embraces technology, enjoys having the latest innovations at their fingertips and appreciates the advanced features and entertainment options offered by the SLK 250, such as the DAB Digital radio, USB interface, and pre-wiring for Becker Map Pilot.
Wouldn't you much rather be the person I described instead of a bargain hunter who would buy anything just because it's affordable?
Then there are the car's features to address. The original list would put an accountant to sleep, let alone someone with the refined tastes of the individual described above.
Let's see if we can improve it a bit.
This extraordinary roadster combines cutting-edge security features, driver convenience enhancements, and captivating entertainment options, all wrapped in a sleek and sporty exterior. Get ready to ignite your senses as you embark on an unforgettable journey.
Your Safety, Our Priority:
Feel secure with the advanced alarm system, interior protection, and immobiliser, ensuring the utmost protection for your prized possession.
Drive with confidence thanks to the locking wheel bolts, preventing any unauthorised access and keeping your vehicle safe.
Enjoy peace of mind with the remote central locking, allowing you to secure your SLK 250 effortlessly.
Unparalleled Convenience:
Experience the innovative Attention Assist feature, which monitors your driving patterns and provides alerts to keep you focused and attentive on the road ahead.
Stay informed about the outside temperature with the convenient outside temperature gauge, ensuring you are always prepared for any weather conditions.
Access your cargo effortlessly with the remote boot release, offering convenience and ease for your everyday adventures.
Stay on top of your vehicle's maintenance needs with the service indicator (ASSYST), ensuring your SLK 250 performs at its best.
Drive responsibly and confidently with the speed limiter, ensuring you stay within the legal speed limits.
Stay connected and informed with the trip computer, providing you with essential information about your journey.
Unleash the Beauty:
Marvel at the striking AMG body styling that exudes power and elegance, turning heads wherever you go.
Enjoy enhanced visibility with the automatic headlamp activation, ensuring optimum lighting conditions at all times.
Stand out from the crowd with the sophisticated body color bumpers, exuding a sense of style and refinement.
Embrace the sporty allure of the chrome exhaust tailpipes, showcasing the SLK 250's powerful performance.
Experience a touch of exclusivity with the dark headlamp surround, adding a hint of mystery to your driving experience.
Make a statement with the door sill plates featuring "Mercedes-Benz" lettering, embodying the luxury and prestige of the brand.
Stay comfortable and enjoy clear visibility with the electrically adjustable and heated door mirrors, designed to cater to your every need.
Embrace the open-air freedom with the electro-hydraulic vario roof, allowing you to transform your driving experience at the touch of a button.
Drive with confidence and protect yourself from harmful UV rays with the green-tinted glass.
Illuminate the road ahead with the LED daytime running lights, enhancing both safety and style.
Unmatched Entertainment:
Connect your favorite devices seamlessly with the auxiliary input socket and USB interface, allowing you to enjoy your personalised playlist on the go.
Immerse yourself in a world of high-quality sound with the DAB Digital radio, providing crystal-clear reception and a vast array of stations.
Prepare for your next adventure with the pre-wiring for Becker Map Pilot, ensuring you never lose your way.
Luxury at Your Fingertips:
Grip the sleek and sporty 3-spoke sports leather steering wheel, enhancing your driving pleasure and control.
Experience enhanced safety and comfort with the active head restraints, ensuring optimal protection for you and your passengers.
Revel in the luxurious touch of the AMG floor mats, adding a touch of opulence to your driving environment.
Safeguard your precious cargo with the auto Mercedes-Benz child seat recognition sensor, providing peace of mind for your family.
Enjoy supreme comfort with the front centre armrest, providing a convenient and relaxing space during long journeys.
Embrace the sophisticated craftsmanship of the leather gear knob.
Could this car, accompanied by a bunch of nice photographs showcasing its neatly stowed roof, fetch a price exceeding £10.2k? I am convinced it would!
In under 5 minutes, I portrayed the driver and the vehicle differently using a few straightforward prompts in ChatGPT. It's a task anyone can accomplish, if they put their mind to it.
I am sure that customers would greatly appreciate it. They'd feel considerably more content about themselves and the used cars they're buying. And it would establish the dealerships that make it happen as brands that understand their customers and treat them respectfully.
Next step
Download our Sales Journey Scorecard toolkit to discover gaps and identify improvements in your customer journey. Use it to create a pragmatic roadmap for addressing these areas.
