April 29, 2013 08:00 ET

Wheeling and Dealing for a New Car Not Canadians' Strong Suit, Study Says

New poll from finds only a fifth consider themselves 'very confident'

TORONTO, ONTARIO--(Marketwired - April 29, 2013) - Putting the pedal to the metal on a new car may first come with a strong case of cold feet, according to the findings of a new study from that asked Canadians nation-wide about their confidence when it comes to brokering a good deal.

When quizzed about how well they felt they could negotiate a vehicle's best price, only 22 per cent of Canadian drivers said they were 'very confident.' Fifty-one per cent rated their confidence as moderate. Twenty-two per cent said they approached the process without much confidence, while four per cent said they were not confident at all about reaching the goal.

The study also found that more men than women (80 per cent vs. 66 per cent) felt positive about their prospects at scoring the best price.

"It's certainly natural to be nervous about the process of buying or selling a vehicle," says consumer automotive expert Lacey Elliott. "Bearing this in mind, offers visitors an industry-leading suite of tools that can help calm their nerves and no doubt lead to the most informed transaction."

The site boasts more cars for sale than anywhere else, meaning Canadians can be confident they have left no stone unturned in their search for the best deal. A free price valuation tool provides consumers with an accurate idea of what any car is worth in today's market, which is crucially important whether they are buying or selling.

Additionally,'s mobile apps feature every car on the website, enabling consumers to browse, compare and search for cars-even while standing on the car lot-for last minute peace of mind on price. The site boasts over 23,000 unbiased car reviews written by actual owners to help visitors get up to speed on what they need to know.

Other highlights from the study include:

Owners know: Nearly three quarters (72 per cent) of Canadian drivers find that car reviews written by average people who own or have owned the same model are more useful than car reviews written by automotive journalists.

Online research is a given: Most Canadian drivers (92 per cent) are likely to do vehicle research online before making a final decision on a new vehicle. And's vehicle inventory-the largest in Canada-makes it a good first stop.

Various negotiating styles: 43 per cent of Canadians characterized their negotiating style as "Rugged SUVs"-whereby they plow through until they get their way. Eleven per cent said they were "Luxury Sedans," i.e. they don't mind overpaying. Fifteen per cent, meanwhile, admitted their style could be characterized as being "a Lemon," i.e. they tend to get pushed around if not prepared.

Trusted mechanics: Approximately eight out of 10 Canadian drivers said they were confident that their mechanic is being completely honest about their vehicle diagnoses and possible needs.

"Canadian drivers clearly know the sorts of things that will help set them down the right path towards a confident sale or purchase," adds Elliott. "The right information is at the top of the list-knowledge is power. And does more than any other site to provide the knowledge car buyers and sellers need."

The Angus Reid study of 1,514 Canadian drivers was conducted online, with a margin of error of +/- 2.5 per cent, 19 times out of 20. Discrepancies in or between totals are due to rounding.

About TRADER Corporation

TRADER Corporation is a trusted Canadian leader in print and online media, managing automotive consumer marketplaces and publications. The company's primary online destinations include:™,™, and offers the largest inventory of new cars and used cars in Canada, available via our website and mobile applications. Visitors buy or sell cars, trucks or other motorized vehicles quickly, easily and conveniently. Buyers can search based on vehicle model, make, colour and geographic location to find the deal that is right for them. is the online destination for auto enthusiasts, featuring car news and car reviews from well-known automotive journalists. Follow on Facebook, Twitter, Google+ and on YouTube.

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