Sales debate

What place do road tests have in the 21st century 911 market?

You’ve researched, decided, then waited for the perfect 911 to appear for sale at a specialist… but so has everyone else. Should you just snap it up, unseen? In the current trading climate, has the road test become superfluous?

Both our panel agree they do have a place, encouraging the importance of taking them, and can cite examples of road tests being pivotal in a buying decision. Philip

Raby, of Philip Raby Specialist Cars, says about 60 per cent of buyers road test before buying. He recalls one example. “We had a father and son, undecided between a 996 Carrera or a 996 Turbo. They’d viewed a 996 Turbo somewhere else, but were refused a road test, so left a deposit on the car. They subsequently came to us and took examples of both out. Only then could they decide that the non-turbo 996 was the car they preferred. So they bought from us instead.”

Paragon’s Jason Shepherd says about 90 per cent of their buyers road test. “We actively encourage people to come and road test,” he says. “We much prefer to be able to go out, drive the car and make sure that it’s the right thing for them. Buyers too often may have their mind set on one variant, but actually, on taking one out decide that something slightly different fits their needs better. We like to get to know the customer, then use our experience to help guide them to their right car.”

Philip echoes this, stating the road test is valuable time spent with the customer and the car to understand what they’re looking for. There are times when wheel time is key. “Come to an 1980s 911 with a 915 gearbox after a modern 911, and that’s a very different experience,” says Phil. Paragon offers similar stories with GT2S. “You need to drive any 911 to confirm it’ll be what you imagine,” says Philip.

Both point out a road test – always accompanied, by the way – isn’t a time to confirm the car works correctly

(it’s from a specialist; it will). Rather, it’s about developing a relationship, where the specialist can understand what the buyer expects from the 911.

“The right car might not even be in stock, but we’ve encouraged potential buyers to call in, and see what Paragon are about,” says Jason, stating this happened recently. “Now when their chosen model does come up and I give them a call, they appreciate Paragon, and know what that 911 will be.”

So do take road tests, and develop relationships with specialists. When you’re looking for a certain car, you’ll get the first call. That’s the wise way to source your ideal 911.