As the car-buying journey evolves, consumers have become more open-minded, exploring various brands and models before making a decision. This shift is changing the landscape of the dealership experience, with multi-franchise dealerships stepping into the spotlight. By offering a range of brands under one roof, these dealerships make it easier for buyers to compare and choose the best option for their needs. But what does this mean for finance options?
At Marsh Finance, we believe that multi-franchise dealerships need to go beyond just offering variety – they should provide an inclusive, flexible financing experience that matches this new consumer flexibility.
In an era where consumer expectations are higher than ever, the appeal of a multi-franchise dealership is clear. Research by AM-Online shows that nearly three-quarters of car buyers haven’t settled on a specific brand or model at the start of their shopping journey. Today’s buyer is less loyal to one brand and more focused on finding the right features, performance, and price for their needs. This shift is particularly beneficial for multi-franchise dealerships, as they can offer diverse brand options and appeal to this growing audience of open-minded shoppers.
“Car buyers don’t always know what they’re looking for in terms of make and model, but they do know what they need from a vehicle,” said Sarah Blewett, Head of Research at Carwow. This sentiment captures why so many consumers gravitate toward multi-franchise dealerships, where they can explore different brands in one location and avoid the hassle of multiple dealership visits.
For consumers, it’s not just about browsing brands but about finding flexibility in financing. As multi-franchise dealerships expand their reach, they must meet customers’ expectations for seamless, inclusive financing options. At Marsh Finance, we know that by offering a unified financing experience that covers all brands on the lot, multi-franchise dealerships can simplify the purchase process and make it more appealing for consumers who are often comparing multiple models.
In practice, this means offering tailored finance solutions, such as flexible payment terms, pre-approved financing across brands, and transparent rate comparisons. This approach empowers consumers, giving them the confidence to make a choice based not only on brand preference but on the financing that best fits their budget and long-term needs.
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While multi-franchise dealerships offer variety, they must also adapt to consumers' omnichannel expectations. Today’s car buyer expects a seamless experience, whether browsing online or in person. A recent report highlighted that 94% of car buyers want their online and in-store experience to be “joined up and simple”. For multi-franchise dealerships, this means that flexible financing options should be available online, just as they would be in-store, ensuring that consumers can explore financing solutions before stepping into the dealership.
The benefit? Consumers are more likely to visit in person when they can research, pre-approve, or even begin the financing process online, making it easier for multi-franchise dealerships to convert online leads into in-store sales. By leveraging omnichannel financing tools, dealerships can meet consumers at every touchpoint and build trust along the way.
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One key to standing out in a competitive multi-brand environment is offering personalised financing options that cater to the unique needs of each customer. Today’s car buyers expect transparency, clarity, and options that align with their individual circumstances. The ability to provide personalised financing – whether through a hybrid of PCP and HP options, flexible down payments, or additional financial support for first-time buyers – can set a dealership apart from competitors.
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Dealerships that invest in these customer-first practices are reaping the rewards. For instance, Regit reports that 33% of customers are comfortable completing a car purchase entirely online, reflecting a strong demand for trustworthy, transparent financing options that can be explored remotely before the dealership visit. Marsh Finance supports dealerships in offering financing solutions that adapt to the needs of an increasingly digital consumer base, enhancing both the online and in-store experience.
Building brand trust is critical, especially when consumers are already unsure of what brand they want. Multi-franchise dealerships that prioritise transparency and a customer-first approach to financing stand to gain in this area. Research shows that nearly half of consumers prioritise quality service and trust in a dealership, often more than price alone. This highlights the importance of offering consistent, reliable financing information that helps buyers feel confident in their choices.
By establishing trust through transparent pricing, detailed vehicle history, and financing options that clearly outline terms and conditions, dealerships can foster loyalty and encourage repeat business. Multi-franchise dealerships, by nature, have the advantage of supporting customers across different brands, but it’s their approach to finance that will leave a lasting impression.
Multi-franchise dealerships are here to stay, and as the industry continues to evolve, the need for flexible financing will only grow. These dealerships are well-positioned to serve a new generation of car buyers who value choice and convenience over brand loyalty. By working with partners like Marsh Finance, multi-franchise dealerships can deliver a financing experience that is as flexible and inclusive as the selection of vehicles they offer.
In a world where options are expanding, financing should be equally adaptable. Marsh Finance is committed to supporting multi-franchise dealerships with finance solutions that enhance the customer experience, simplify decision-making, and ultimately, drive sales across brands.
As dealerships continue to adapt, those that prioritise flexibility, transparency, and customer-centric finance options will set the standard for a new era in car retail. Partner with Marsh Finance today!