“The modern car buyer in Portugal shows characteristics that are completely different from previous generations. Digitalisation has radically transformed the decision-making process, making consumers more informed, demanding and data-driven.”
The Portuguese Consumer Has Changed
1 — Intensive Online Research
Consumers research everything online before visiting a dealership. They compare prices, technical specifications, user reviews and expert analyses across multiple platforms.
2 — Fast and Frictionless Processes
They expect fast and frictionless processes. Long forms, unnecessary waiting times and excessive bureaucracy drive potential buyers away.
3 — Transparency and Personalisation
They value transparency and personalisation. They expect clear information about prices, financing conditions and the history of used vehicles.
4 — Trust in Social Proof
They trust social proof more than commercial arguments. Testimonials from other customers, independent reviews and user-generated content carry greater weight in their decision-making.
