Why online reviews matter when buying your next car
Author
Staff Writer
Date Published
Think a few stars do not matter? For many South Africans, reviews are quietly deciding where they purchase their next car.
Car buying is one of the most significant purchases most households will make. It is not only about which car to buy but also about who to buy it from. Ratings and reviews provide vital reassurance. Platforms such as AutoTrader have tapped into this demand, offering a transparent rating and review system that helps buyers make informed decisions while giving dealerships an opportunity to showcase their service quality.
Reviews act as digital word-of-mouth, offering insight into customer service, test drives, financing options and overall experience. They hold dealerships accountable and give buyers confidence in their choices. —Ratings and reviews are not just about reputation. They directly impact visibility and sales,— the article explains.
AutoTrader—s system uses a straightforward five-star rating process, supported by verified feedback. Buyers can leave reviews after contacting or visiting a dealership, and businesses can respond directly to engage with customers. A quick moderation process ensures reviews are authentic, helping to build trust.
Artificial intelligence now even factors reviews into search rankings, meaning a dealership—s reputation can directly influence its visibility online. Positive reviews can elevate a dealer above competitors, while poor or inconsistent feedback can have the opposite effect.
For buyers, reviews are invaluable in narrowing down choices. They help identify trustworthy dealerships and provide a more realistic picture of what to expect. However, a word of caution remains: while ratings are a strong indicator, they should not replace personal inspection. Buyers are advised to view the car in person, ask the right questions and, if needed, bring along an expert.
In a market where competition is fierce, reviews are no longer optional extras. They are now central to how cars are bought and sold, shaping the experiences of both dealers and customers across South Africa.
