Asian American families enter dealership doors with host of emotions, including anticipation, excitement, uncertainty, preconceived notions formed by reviews or even nervousness. It’s common for first generation immigrants to buy their first car from a friend/colleague or relative, and this may very well be their first new car purchase. A customary welcome followed by a long unattended wait quickly dampens enthusiasm. Worse still, if they are asked to take a walk along with parked inventory to see what you like, chances are they would simply walk.
A greater deal breaker, however, is often the lack of understanding of cultural customs, mindsets and expectations. Asian American car buyers are entering that door with not just deep pockets, but well-researched dealership ratings, peer reviews, and brand perceptions carried forth from home countries. This is an extremely tech savvy and aware consumer. You have to give them more than they already know about their vehicle of interest. You have to engage them intellectually, and tell them what they do NOT know to earn their respect.
Most importantly, one size fits all conversation just won't cut it. Auto dealerships need to be acquainted with finer Asian cultural nuances of auto purchase, superstitions, and rituals, and not just budgets and family size. For instance, Asian Indians will most likely never close a deal on a Saturday. Why? It is the day ruled by Planet Saturn and Lord Shani, considered inauspicious for purchase of metal.
