For most of us, buying a new car is a rare and hallowed day.
But when was the last time you looked forward to hitting the dealership? It’s
typically a torturous slog of paperwork and negotiations, and more often than
not, the process deflates the joy.
It’s typically a
torturous slog of paperwork and negotiations, and more often than not, the
process deflates the joy.
I’ve been immersed in the car business for more than 20
years, but even I struggle. I’ve cut deals with dealers and then set a return
time, asking that all the documents be completed so I only have to sign the
forms and leave. I still sat there for hours. I once brokered a contract over
the phone for my mom, who lives hours away. I set up everything; all she needed
to do was sign a few dotted lines and pick up the car. I should have known
better—the dealer scared her into buying insurance that I had already declined,
increasing her payments. I eventually got the policy removed, but it’s no
wonder most buyers walk in the door ready for war.
The trade paper Automotive Neivs recently reported that many
dealers are trying to drastically reduce customer transaction times. The
average goal is now one hour start to finish. That might have been acceptable
20 years ago, when cars were the most coveted consumer product, but today, with
buyers often more enamored of a vehicle’s gadgets than the driving experience,
the purchase needs to become a painless, celebrated moment.
Today buyers often
more enamored of a vehicle’s gadgets than the driving experience
To be fair, it’s not entirely the dealer’s fault. New-car
purchases are heavily regulated, and every transaction involves a mountain of
paperwork that’s out of the dealer’s control. But given the current state of
things, it’s no surprise that Tesla’s Elon Musk is now trying to sell vehicles
directly to consumers. Some states have simply barred him from doing so,
resulting in a barrage of lawsuits. The ongoing fight over the franchise system
is too complicated to be solved any time soon, but the takeaway should be that
most buyers aren’t happy, and the situation has to improve.
In the meantime, we’re here to help. Throughout this issue’s
new-car coverage— our annual dive into the breadth of the cool-car market—we’ve
sprinkled in tips and insights gleaned from years of personal experience and
thousands of industry contacts. Say, for example, you’re fortunate enough to be
in the market for the all-new BMW M3. If you pick up the car in Europe, the
cost drops from $62,925 to $58,635. That price includes two weeks of European
insurance and transport back to your local dealer. You have to pay to fly
yourself across the Atlantic, but if you’re buying the car anyway, your vacation
while there is basically free.
You’re fortunate
enough to be in the market for the all-new BMW M3
It’s no wonder most new-car buyers walk into the dealer
ready for war.
That’s one of my favorite secrets of this business—if you
take advantage, I promise you won’t regret it. On a related note, on page 70,
Executive Editor Sam Smith drives the new M3 alongside the race version of the
1988-1991 original, the machine that minted the reputation of BMW’s M division.
There’s no better enthusiast for the job: Smith is a club racer who grew up
around old BMWs and has owned three first-gen M3s. He returned from the test
visibly altered, muttering about having the race car’s babies. Some cars just
have that effect.
I’ve never tried to explain how we develop this passion for
mobile hunks of metal, nor would I want to. Let’s just call it lucky that we
all have something that makes us crazy in the best possible way.
