Car description words most enticing to key demographics

HOFFMAN ESTATES, Ill. - 

Particular car shoppers respond better or worse to different words when debating which car to buy, according to new research released by CDK Global on Tuesday.

The company’s latest edition in its Language of Closers series provides demographic specific entail that is valuable to dealers seeking out ways to most effectively describe inventory on their vehicle description pages.

“Our research examined the words that would eventually lead buyers of different demographics to leave a review website and head to a dealership site,” Jason Kessler, lead data scientist at CDK Global, said in a news release. “In our most recent analysis, we were able to pinpoint specific words that shed valuable light on what vehicle traits matter most to women, Generation-X consumers, recent college graduates, and parents."

CDK found a number of words that it says resonate with multiple demographics heavily.

For example, the research revealed that mentioning the word "power" attracted several groups. CDK suggests it helps to illustrate the experience of driving a vehicle in a relatable way.

“Certain words fell flat and failed to lead prospective buyers to a dealership site,” the provider of integrated information technology and digital marketing solutions said.

Women responded negatively to “bigger,” Generation-Xers would rather read "performance" over "design" and most parents fell that both "sound" and "tech" were low priorities compared to others.

Below is a list of the top and low performing words associated with four demographics that CDK highlights.

WOMEN
Top: drive, power, trip, comfortable, luxury

Low: bought, transmission, owned, bigger, cargo

GEN-X
Top: truck, power, luxury, package, performance

Low: back, seat, design, built, difference

COLLEGE GRADS
Top: buy, work, truck, power, highway

Low: company, designed, inside, warranty, light

PARENTS
Top: truck, leased, row, nice, purchase

Low: sounds, buying, control, tech, company

"As a leading provider of websites and digital advertising for dealers and OEMs, we are always looking for the best ways to help our customers bring the right buyers into their dealership. By making subtle changes to the language used on vehicle description pages, dealers can help customers easily identify cars that they both connect with and fit their lifestyle needs," Kessler added. "Ultimately, these changes will prime both dealers and customers for success."

For more information about The Language of Closers, visit http://www.cdkglobal.com/promo/language-of-closers-reviews.

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