Reputation Defenders

Car dealer reviews complete guide.

Car dealer reviews complete guide.
Edwin Maskell

9 min


Car dealer reviews and complete feedback guide.

When it comes to the automotive world, plenty of people love cars, hate cars, and everything in between. And while the internet has given us access to endless information about cars, we still rely heavily on our friends and family for recommendations. But what happens when someone goes to buy a car? They turn to online reviews.

According to a recent survey conducted by Consumer Reports, 90% of respondents say they trust online reviews. Most consumers believe that reading online reviews helps them make better buying decisions. So how do you know if a review is trustworthy? According to the same study, over half of respondents read five or fewer reviews before making a purchase decision. This suggests that most people don't take the time to read each review thoroughly.

But just because people aren't taking the time to read every single review doesn't mean that reviews aren't helpful. After all, when someone buys a product or service, they want to feel confident that they've done their due diligence. They'll likely assume that if they see positive comments about a particular brand or model.

Reviews from people who bought cars at these dealerships

Google reviews is the most crucial place people go when they want to read customer feedback. According to our report from 2017, 71% of all customer feedback was posted on Google.

If people want to buy a new or used vehicle, they can quickly do a Google searches for nearby auto dealerships and read recent customer reviews.

There are plenty of websites for consumers to use when shopping for cars.

According to the survey, 86 percent of auto shoppers do some online research before they visit the dealer. These five industry-specific review websites have the power to influence which cars buyers choose. Let's take a closer at them.

1. Edmunds Inc., formerly Autoweb, Inc., is one of the world's leading automotive information providers. Founded in 1996, it offers consumers unbiased information about cars and trucks and helps people make better purchasing decisions.

The site includes prices for new and pre-owned vehicles, dealer and inventory lists, a database of national incentives, rebates, and vehicle test drives, plus consumer reviews of new and used car dealers.

Visitors can share their car-buying experiences by writing a sales review or sharing their thoughts via social media. They can also locate a dealership's address and phone number and check local inventory through the site's car dealership directory.

In addition to providing consumers with unbiased information about cars and helping them make better purchase decisions, Edmunds also partners with manufacturers to provide them with exclusive deals and discounts. For example, Edmunds works with BMW Group North America to offer special financing rates and buying process incentives.

2. is a digital marketplace that connects car buyers with sellers. Founded in 1999 by former Yahoo executive David Wadhwani, provides consumers with the information, resources, and digital products they need to make informed purchasing decisions and connect with automotive retailers.

In 2011, introduced online reviews to help potential customers find out what people think about specific brands and dealers. On its "Find a Dealership" page, shoppers can sort results by location and highest ratings. They can also use price range and vehicle type filters to narrow their searches.

On the site's "Dealer Insights" section, shoppers can read dealer profiles and see how well they rank against competitors. They can also view dealership inventory listings, compare pricing, and look up financing options.

Through its acquisition of Dealer Inspire, now offers dealerships a connected digital experience for an easy and efficient car shopping process.

3. DealerRater is one of the most popular auto dealer review sites. It boasts over 7 million online customer reviews and attracts about 34 million unique visitors each month.

In addition to being one of the most extensive review sites, it also ranks among the most trusted. In fact, according to Trustpilot, it receives more positive ratings than any other site in the world.

We wanted to know what role DealerRater plays in today's automotive marketplace. We analyzed data from the site and found that it continues to play a vital role in helping consumers make intelligent decisions.

4. CarGurus is one of the largest car-buying sites on the internet. Founded in 2006, the company helps consumers buy and sell vehicles. In addition to connecting buyers and sellers, it provides tools like vehicle research and reviews, auto financing, and local inventory listings.

The site utilizes search algorithms and analytic data to help people find great buys from top-rated dealers across the country. CarGurus also offers businesses a range of premium listing and online marketing solutions, including Dealer Only Ads, Dealer Ratings & Reviews, Dealership Search Engine Optimization, and Dealer Locator.


CARFAX has the most significant automobile history database, adding more than 28 billion vehicle histories since it began tracking vehicles in 1989. With over 2 million unique monthly visitors, CARFAX provides consumers free access to information about a car's ownership history, maintenance, recalls, accidents, and more. In addition to providing customers with the most comprehensive vehicle history database available online, CARFAX works closely with thousands of auto dealerships worldwide to help them buy and resell used automobiles.

CARFAX works with thousands of car dealers to help them buy and resell used vehicles. Dealers can use CARFAX for everything from acquiring new vehicles to selling preowned vehicles.

As long as customers find dealerships with good ratings, they'll read reviews to learn what other customers have had to say about their experiences. Review after review helps them determine what kind of experience they might expect from a dealer.

Let's take a look at some information car buyers are looking for.

When buying a vehicle, consumers are looking for information about cars. They want to know whether they're getting a fair price and whether they're getting a good deal. In addition, they want to read reviews and opinions from people who've bought similar vehicles.

A study by Consumer Reports found that 88% of respondents had researched a vehicle online before purchasing one. Of those, half said they looked up reviews. Another 50% said they looked up reviews because of a friend's recommendation.

In fact, according to Edmunds, 90% of buyers use reviews to make decisions about where to buy a car. As you might imagine, plenty of different reviews are out there. There are reviews explicitly written for dealerships, like the ones you see on There are reviews about specific models and manufacturers, like those on And finally, there are reviews written for individual sellers, like those you'll see on sites such as Yelp and Angie's List.

Each type of review offers unique insights into how a dealership operates. For example, a consumer buying a car from a dealership based solely on positive reviews will likely feel better about the experience than someone who does the same without researching. On the flip side, a consumer who purchases a car from a dealership with negative reviews will probably wonder why he didn't do his research.

1. Inventory

A particular make and model on hand and on-site can help increase sales. Having too many choices can hurt sales. A study by the University of South Carolina found that customers are less likely to buy a product when given too many choices. They prefer products that offer one clear option.

A recent survey revealed that 67% of consumers want to see exactly what they're buying before making a purchase decision. If your inventory isn't up to snuff, it could cost you money.

The same study found that 50% of shoppers surveyed said they'd instead shop online than go into a store. With the convenience of shopping online, there's no reason why your dealership shouldn't have a wide variety of vehicles in stock.

2. Negotiations

Negotiation skills are something you develop over time, but it doesn't hurt to know how to start talking about money. A recent survey found that many consumers want dealerships to negotiate better vehicle prices. Fifty-seven percent of respondents said they'd like to see a dealer offer a lower price for the vehicle they're buying.

The study by J.D. Power & Associates surveyed 2,500 car buyers and asked what factors influence whether they shop for a deal. Among those polled, 47 percent reported that they'd buy a vehicle from a dealership that offers a good value. But among those who've shopped, 52 percent say they prefer a dealership that offers a fair price.

In addition, 39 percent of shoppers report that they won't consider purchasing a vehicle from a dealership unless they ask about pricing. And 34 percent say they wouldn't purchase a vehicle from a dealership without asking for a price match.

But negotiating isn't just about getting a discount; it's also about making sure customers feel respected. "If I'm shopping for a used vehicle, I don't care about a $1,000 rebate," says John McElroy, president of automotive consulting firm Automotive Intelligence Group. "I care about how the salesperson treats me."

3. Time on site

Once people have done their research on cars online, they are less likely to go into a dealership to test drive one. In fact, according to a study conducted by CarGurus, nearly half of consumers surveyed say they wouldn't even consider buying a vehicle without doing their homework beforehand.

In addition to ensuring you're getting a good deal, it's essential to ensure your dealer isn't wasting your time. A recent study found that most dealerships take longer than necessary to sell a car. The average salesperson spends about four hours per sale. For every hour spent on the phone, the dealership loses $1,500 in revenue.

So how do you avoid being stuck in a dealership for hours without selling anything? Here are some things to keep in mind:

  • Make sure you know what you want. There's nothing worse than driving around town looking for the perfect car, only to find out there's something better just down the road.
  • Be realistic about your budget. If you're working with a tight budget, you might not be able to afford the luxury vehicles many dealerships offer. Instead, look for used models or lower-priced options.
  • Ask questions. You'll save yourself a lot of headaches if you ask about financing, warranties; miles driven, maintenance history, etc.
  • Don't buy a brand-new car. While it might seem like a great way to save money, it could cost you more in the long run. Many manufacturers offer incentives for purchasing new versus pre-owned vehicles. And while a warranty is included in the price tag, you won't receive manufacturer support if something goes wrong.

4. Customer service

If you want to build trust among potential buyers, it helps to treat your existing customers well. In fact, according to research conducted by J.D. Power, there are many benefits to providing exceptional customer service. For example, consumers who receive outstanding service are three times more likely to recommend your business to others. And those who provide excellent service are up to four times more likely to purchase again.

In addition to improving overall satisfaction, excellent customer service can help increase sales. Customers who receive outstanding service from a dealer are twice as likely to buy another vehicle from that same dealership compared to those who don't experience stellar service.

5. Recommendations

Reviews and recommendations help consumers make better buying decisions before buying something.

By now, you've probably heard about how important it is to respond to your online reviews. But if you're not getting any feedback, why should you bother? You might think your responses aren't being read, but they could be helping you improve your service. In addition, you may also find that positive comments make people feel good about doing their shopping with you, so they'll come back again and again!

According to a Harvard Business Review survey, when companies respond to all their reviews, they tend to get more reviews and a higher average review score than if they don't respond to them. Also, replying to reviews helps you rank higher on Google.

Google confirms that when you regularly answer customer questions, it gives an SEO boost. After all, Google considers the same things that your satisfied clients do. The more answers you provide, the more it shows you're concerned about answering them.

More reviews mean more sales. With Reputation Defenders, you can automatically request customer feedback whenever they leave your showroom. You can quickly respond to each review, ensuring happy customers and increased profits. Reputation Defenders also works seamlessly with your existing CRM system so that you can keep track of every interaction with your customers.


November 16, 2022

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