Test drives are one of the biggest factors in a buyer’s decision. 78% of car buyers say the test drive sealed the deal, and 54% choose to buy from a dealership instead of online because they can test the car first.
A well-structured test drive helps customers move from considering a car to committing to it. It also makes sure that they fully understand the vehicle before making a purchase. Dealerships that focus on test drives see 20% more bookings.
This article covers practical ways for you to improve the test drive experience and turn more potential buyers into paying customers.
Long wait times and poor scheduling frustrate potential buyers. 55% of shoppers had to wait for a test drive, up from 41% the previous year. Slow manual booking systems make things worse, limiting availability and creating inefficiencies for your business.
Here’s how you can fix it and increase bookings:
Automated reminders help minimize last-minute cancellations.
Customers get SMS or email notifications about upcoming test drives and can easily reschedule if needed. BMW saw success with this approach. Its text campaign allowed customers to book a test drive by texting “Drive” to 111222, leading to a 12.5% conversion rate within a month.
Digital scheduling reduces friction and makes test drives more accessible.
Online booking tools streamline operations, cut down scheduling conflicts, and free up your sales teams to focus on closing deals. Integrated with a CRM, these systems also help track leads, personalize follow-ups, and improve sales efforts.
Be sure to leave buffer time between test drive appointments to give each customer a quality experience.
AI-powered chatbots can improve your processes by handling bookings, answering customer questions, and following up on leads—24/7. They can also re-engage past customers with trade-in or upgrade offers so you don’t miss out on potential sales.
Mercedes-Benz Middle East successfully implemented this strategy by launching a bilingual Facebook Messenger chatbot that assisted customers in both English and Arabic.
The chatbot helped users explore the full range of Mercedes-Benz models, instantly book test drives, and even recommended vehicles based on their personalities and preferences.
Giving customers more control over the test drive process can increase bookings and improve the overall experience. Many buyers hesitate to schedule test drives due to time constraints, long wait times, or the hassle of coordinating with sales staff.
A self-serve model removes these barriers by allowing customers to book a test drive on their terms.
Tesla has successfully implemented this strategy, expanding its self-serve test drive program to over 160 locations across Europe and the Middle East.
Customers can book a test drive online in less than a minute. Once scheduled, they receive an email with key details and a follow-up call from a Tesla advisor to confirm the appointment.
Here’s how you can tap into psychological triggers to motivate buyers to take action:
Here are a few limitations of the manual booking mechanism:
A smooth test drive process can turn interest into a sale. Polestar runs around 1,000 test drives per month in the UK, showing how demand is growing. To meet customer expectations, you need to make the experience easy, personalized, and informative.
Here are a few things that customers expect from a modern test drive:
A test drive should give buyers a clear feel for the car’s performance, comfort, and features. A structured approach helps them make informed decisions.
The route should be planned to showcase the car’s strengths—whether it’s acceleration on highways, smooth handling on turns, or city driving convenience. Letting customers know why a route was chosen helps them focus on what matters.
For an even more realistic evaluation, offering solo test drives can make a big difference. Nearly 33% of buyers prefer driving alone, as it allows them to experience the car in their daily routine—commuting, running errands, and getting feedback from family.
Providing a designated space for free driving or allowing extended solo test drives gives customers a better feel for the car.
A short test drive may not be enough for buyers to assess a vehicle properly. One in five shoppers prefers test drives longer than two hours, and two-thirds prefer drives between 15 minutes and two hours.
Offering flexible test drive durations gives them the time to evaluate the car, involve family and friends, and make a confident decision.
Virtual test drives allow customers to explore a car remotely, testing its handling, features, and performance in different conditions.
Dealerships integrating AR/VR and AI-driven technologies can attract more buyers and provide a modern, flexible way to test vehicles.
Here’s how interactive technology is transforming test drives:
By tracking some of these key data points and refining the process, you can improve conversion rates and increase sales:
Understanding how test drives impact sales starts with measuring the right data. Key metrics include:
A high conversion rate suggests the test drive process is effective, while a low rate may indicate areas that need improvement, such as refining landing pages, CTAs, or follow-up strategies.
Insights from customers can help fine-tune the test drive process. You can collect feedback on:
Digital tools can track customer interactions, preferences, and purchase intent throughout the test drive journey. CRM systems and data analytics can help your business identify trends, refine outreach, and create targeted follow-ups that increase the likelihood of a sale.
A well-structured test drive boosts bookings and increases sales.
Here’s how to refine the process:
Limelight makes it easy to track data, personalize experiences, and improve test drive conversions. Book a demo now!