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.