The importance of the test drive

Jan. 1, 2020
The test drive is an essential aspect of the customer’s buying experience.

The test drive is an essential aspect of the customer’s buying experience.  As a brand and as a dealer, it gives you the opportunity to show off all that is good with the vehicle and highlight clearly why it is superior to other cars the customer may be looking at.

But not everybody takes a test drive. Take a look and you’ll discover the untapped opportunity that needs to be exploited.

Watch here.

About the Author

Chris Travell

Chris Travell is the Vice President, Strategic Consulting, for Maritz Research, Automotive Group.

Travell is responsible for working with Maritz’ Insight Teams to further the understanding and application of the firm’s automotive research findings in various key markets around the world.

His MBA is from McMaster University, specializing in Marketing and International Business. Travell then received a graduate scholarship to attend the renowned Institute for International Studies and Training in Tokyo, Japan.

Attempting to combine his Japanese experience with his lifelong interest in the automotive industry, Travell started out his career working for Mazda Canada and Toyota Canada in various capacities. Travell joined Maritz in 1996 where he was responsible for consulting with automotive manufacturers in areas of strategic and tactical information application.

Travell has appeared on CBC, CTV, and Global Television, CBC Newsworld, TVO and is often quoted in the Globe and Mail, the Toronto Star, Macleans, the National Post and various other publications in regard to issues related to the Canadian automotive industry.

About Maritz Research

As one of the world’s largest marketing research firms, Maritz Research helps many of today’s most successful companies improve performance through a deep understanding of their customers, employees and channel partners. Founded in 1973, it offers a range of strategic and tactical solutions concentrating primarily in the automotive, financial services, hospitality, technology, telecommunications, and retail industries. The company has achieved ISO 20252 registration, the international symbol of quality. It is a member of CASRO, ESOMAR, MRA, and is the official sponsor of the American Marketing Association. For more information, visit or contact us at 1-877-4MARITZ.

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