Customer reviews in the automotive trade: Influence and future prospects 

Online review platforms such as Google Reviews, Trustpilot, and specialized portals like mobile.de, autoscout24.de, or Autohauskenner offer buyers the opportunity to publicly share their experiences with car dealerships and repair shops. Autohauskenner, a review platform specializing in the automotive trade, stands out by specifically aggregating and analyzing customer reviews for dealerships and workshops. This platform helps buyers make informed decisions by highlighting reputable dealers, thereby bringing transparency to an often opaque market.

Studies show that customer reviews significantly influence purchasing decisions. According to a study by Hennig-Thurau and Walsh (2003), customer reviews impact purchasing behavior with a probability of 35%. Platforms like Autohauskenner have the potential to amplify this effect, as they are specifically tailored to the needs of the automotive market.

Positive reviews provide car dealerships with the opportunity to build trust and credibility among potential buyers. An analysis by Reevoo found that products with reviews achieve 18% higher customer retention. Platforms like Autohauskenner can help dealerships showcase their strengths and strategically promote positive customer feedback.

At the same time, negative reviews pose a significant challenge. Critical reviews—such as those about poor customer service, hidden costs, or inadequate vehicle quality—can deter potential buyers. The impact of negative reviews is often stronger than that of positive ones, which can have serious financial consequences for dealerships. Platforms like Autohauskenner focus on fairness and authenticity by allowing dealers to respond to reviews and clarify misunderstandings.

The authenticity of reviews plays a crucial role. Fake reviews, as highlighted by the consumer protection agency Verbraucherzentrale NRW, can severely damage customer trust. This is especially relevant in the automotive trade, where high purchase amounts and long-term investments require a strong foundation of trust. Reliable platforms counteract this issue by enforcing transparent guidelines on review authenticity and providing a space for honest customer feedback.

The influence of review platforms on the automotive trade is expected to continue growing in the future. Experts predict that the industry's digitalization will accelerate through technologies such as AI-driven recommendation systems and advanced customer data analysis. Specialized review platforms could take on a leading role by not only providing reviews but also offering additional information, such as vehicle history reports or service comparisons.

Moreover, review platforms are likely to become more integrated into the sales process. Potential features could include allowing buyers to schedule test drives directly through the platform or explore financing options. This could further enhance transparency and trust while making the sales process more efficient for both dealers and customers.