Only One in Three Used Car Buyers Trust Dealers – How Can Dealerships Change That?
Molly Pollard
Mon Nov 02, 2026 • 4 min read
New research reveals that just 35.5% of used car buyers trust dealerships, with concerns around hidden faults, vehicle history and pricing continuing to influence purchasing decisions.
So, what can independent dealers do to build confidence and turn cautious buyers into customers?
According to new research from Cazoo, published in October 2026, only 35.5% of used car buyers trust dealers, while 16.5% actively distrust them. Almost half (48%) remain neutral, suggesting there is a significant opportunity for dealerships to win over undecided customers.
The study, which surveyed 2,025 buyers, also found that 54% expect difficult negotiations before they've even entered a dealership.
For independent dealers, these findings highlight an important challenge: building customer confidence before, during and after the sale.
What's Driving the Lack of Trust?
The research identified several concerns influencing how customers approach used car dealerships:
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68% worry about hidden faults or undisclosed damage.
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45% are concerned about unclear vehicle histories.
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41% fear being overcharged.
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36% worry about pushy sales tactics.
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25.5% are concerned about poor aftersales support.
While these concerns don't necessarily reflect the practices of reputable dealerships, they demonstrate the expectations dealers must overcome.
With buyers increasingly researching vehicles, comparing prices and reading reviews before making contact, transparency has become an important part of securing a sale.
What Can Dealers Do to Build Customer Confidence?
The encouraging news is that buyers have identified several practical steps dealerships can take to improve trust.
1. Be Transparent About Vehicle History
According to Cazoo's findings, 61% of buyers believe greater access to full vehicle history reports would improve confidence.
Dealers should make relevant documentation readily available, including service history, MOT records, mileage information and vehicle checks.
Being upfront about a vehicle's condition, including any previous damage or repairs, can also help avoid misunderstandings further down the line.
2. Make Pricing Clear and Competitive
With 41% of buyers concerned about being overcharged, clear pricing is another important consideration.
Dealerships should ensure advertised prices accurately reflect the vehicle and clearly explain any additional products or services.
Transparent pricing doesn't necessarily mean offering the lowest price. Instead, it's about helping customers understand the value they're receiving.
3. Use Customer Reviews to Your Advantage
Online reviews can provide valuable reassurance to customers who are unfamiliar with a dealership.
The research found that 40% of buyers believe verified customer reviews would help improve trust.
Encouraging satisfied customers to leave genuine feedback and responding professionally to reviews can demonstrate a dealership's commitment to customer service.
4. Offer Reassurance Beyond the Sale
Customer confidence shouldn't end when the vehicle leaves the forecourt.
With one in four buyers concerned about poor aftersales support, dealers have an opportunity to differentiate themselves through the support they provide after purchase.
This could include clear information about servicing, accessible customer support and suitable warranty protection.
Importantly, dealers should explain what customers can expect if a problem arises, including how to report a fault and what assistance is available.
How Warranty Assist Can Help Dealerships Build Trust
One of the most interesting findings from Cazoo's research is that 42% of buyers believe independent vehicle inspections or warranties would help improve confidence.
This highlights the value of offering customers reassurance beyond the vehicle itself.
At Warranty Assist, we support independent used car dealerships with vehicle warranty solutions designed to complement their sales and aftersales offering.
By providing protection against specified mechanical and electrical failures, Warranty Assist can help dealers:
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Build buyer confidence: Offer additional reassurance about eligible unexpected repair costs.
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Strengthen their sales proposition: Demonstrate the value of aftersales protection alongside the vehicle purchase.
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Support customers after purchase: Provide a structured process for reporting faults and accessing assistance.
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Encourage long-term relationships: Show customers that support doesn't stop when they drive away.
Clear communication remains essential. Customers should understand what their warranty covers, any exclusions and how to make a claim. Warranty protection also sits alongside, rather than replaces, a dealer's statutory obligations.
Turning Customer Concerns into Opportunities
While the latest figures highlight a lack of trust in the used car market, they also present an opportunity for independent dealerships.
Almost half of buyers remain neutral towards dealers, meaning their experience could make the difference between confidence and hesitation.
By prioritising transparency, communicating clearly and providing dependable aftersales support, dealerships can address common concerns and give customers more reasons to choose them.
In an increasingly competitive used car market, trust isn'tjust good customer service – it's an important part of building a successful dealership.
Discover how Warranty Assist can help your dealership offer customers greater reassurance through vehicle warranty protection.
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