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TikTok Trend: Emotional Car Buying Tactics Yield Results for Consumers
SAN DIEGO, CA – A viral TikTok trend showcasing consumers intentionally eliciting sympathy from car dealerships to secure favorable deals is gaining traction, with multiple users reporting success using emotional appeals. Janessa, a TikTok user with the handle @nessitabonita, sparked the trend with a video detailing her experience purchasing a mazda CX-90.
Janessa’s video, which has garnered over 720,000 views as of November 21, 2023, depicts her strategy of openly displaying distress during negotiations.”I went outside, sat in the car, and cried,” she recounts in the video. Her tactic proved effective, as four sales representatives intervened, relocating the negotiation to a more comfortable setting and ultimately granting her the vehicle at her desired price, without requiring a down payment and including an additional discount.
Other users have echoed Janessa’s success. One individual shared a story of a three-hour negotiation that culminated in the dealership manager offering a car at the requested price, stating the buyer reminded him of his daughter. “I was on the verge of tears and he was tired of seeing me upset,” the user explained.
The trend highlights a potential shift in car buying dynamics, leveraging psychological tactics to overcome traditional negotiation hurdles. While the long-term effectiveness of this approach remains to be seen, it has demonstrably worked for several consumers.
Mazda USA has acknowledged the trend, with the official brand account commenting on Janessa’s post, “This is definitely one way to do it.” The dealership involved in Janessa’s purchase has not been publicly identified.
Understanding Car Dealership Negotiation tactics: A Long-Term Guide
Traditionally,car dealerships operate on a margin-based system,aiming to maximize profit on each sale. Negotiation strategies often involve understanding the dealership’s inventory turnover goals, invoice pricing (the price the dealership pays the manufacturer), and available incentives. Common tactics employed by dealerships include focusing on monthly payments rather than the total price, and attempting to add on unneeded extras like extended warranties or paint protection.
Consumers can prepare for negotiations by researching the fair market value of the vehicle they desire using resources like Kelley Blue Book (KBB) and edmunds. Securing pre-approval for financing from a bank or credit union can also strengthen a buyer’s position. Knowing your credit score and having a clear budget are crucial steps. Furthermore, being willing to walk away from a deal is a powerful negotiating tool.
The current automotive market, influenced by factors like supply chain disruptions and fluctuating interest rates, presents unique challenges for both buyers and sellers. Understanding these market conditions can further inform negotiation strategies.
Photo and video: TikTok @nessitabonita.
video/7532699849536408845" data-video-id="7532699849536408845">@nessitabonita No we both uncomfortable 🙂↕️ #newcar #newcartips #mazda
