The ‘Emotional Buyer’ Heads Back to the Dealer

Auto Remarketing - November 27, 2012

CNW Research defines an “emo­tion­al buy­er” as one who buys a used vehi­cle to ful­fill his or her dream of own­ing that spe­cif­ic mod­el.

Art Spinel­la sees a resur­gence of this buy­er type.

It appears eco­nom­ic improve­ment has played a big role. Dur­ing the deep­est points of the reces­sion, few­er than 3 per­cent of used-car cus­tomers fit into the “emo­tion­al buy­er” cat­e­go­ry, which CNW pres­i­dent Art Spinel­la described as con­sumers buy­ing a used vehi­cle “because they’ve ‘always want­ed one’ of a par­tic­u­lar make and mod­el.”

Now, as the econ­o­my con­tin­ues to recov­er, the company’s most recent data shows more than 7 per­cent of user-car shop­pers are look­ing for their dream car.

On the oth­er hand, the share of used-car buy­ers who say they are replac­ing a vehi­cle that is no longer reli­able is increas­ing, as well, with 43.75 per­cent of pre-owned shop­pers cit­ing vehi­cle replace­ment as their moti­va­tion for buy­ing used.

“But these trends are frag­ile and wouldn’t take much of an eco­nom­ic burp to cut the legs out from under the ‘want­ed one’ buy­ers. It’s an easy pur­chase to post­pone,” said Spinel­la.

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