Anyone who walks into a car dealership showroom forms an opinion almost immediately. Even before seeing prices or learning about the service on offer, people tend to judge the salesperson. What he or she wears largely determines how we experience the showroom. Research shows how the appearance of a car salesperson, consciously or unconsciously, plays a role in the decision to buy a car. I also look at differences between age groups and which suit colour performs best.
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The appearance we like to see in a car salesperson
Today, wearing casual clothing at work has become more the norm than the exception. Yet research shows that 46% of people still prefer to see well-dressed staff when buying a car. Many like to see a salesperson wearing a shirt with a tie (25%) or a polo shirt (18%). A full suit, however, goes a step too far for most people. Only 3% of respondents prefer this look for a car salesperson.
Gender does not seem to play a significant role in these preferences, but age certainly does. Shirts with ties proved most popular among people aged 56 and over, while the 36 to 45 age group prefers a car salesperson in a polo shirt. And although younger people often favour casual clothing themselves, this research shows that they respond positively to formal attire. Those aged 25 and slightly older prefer to see a salesperson in a suit.
The type of car someone buys also influences what kind of clothing they expect. Research shows that 55% of buyers purchasing an expensive car attach value to what the salesperson is wearing. Here too, the shirt with a tie ranks first, followed by the polo shirt in second place and the suit in third.
Which suit works best?
Although suits are far less popular than they once were, they are still commonly worn in showrooms that deal with business customers. Of course, not all suits are the same. There is a clear difference between made-to-measure suits and those that are fully bespoke.
Research among male car salespeople, which I have written about before, shows that colour plays an important role. As many as 90% of people were inclined to start a conversation when the salesperson wore a blue suit. Only 10% formed a negative opinion when this suit was worn. When the blue suit was combined with a yellow tie, enthusiasm dropped significantly. Around 54% of respondents were still willing to engage in conversation with this salesperson.
Finally, researchers tested a car salesperson wearing a bright yellow jacket combined with a black T-shirt. With only 25% of respondents willing to start a conversation, this outfit performed the worst.
The appearance of the car salesperson in business decisions
In addition to the buyer’s age, the price category of the car, and the colour of the salesperson’s suit, the type of purchase also plays a role. When buyers choose a car for business purposes, such as through a lease contract, they focus on different factors than when purchasing a car privately.
Brands such as BYD primarily target men between the ages of 35 and 65 who have a family or run a business that requires a car. The brand places a strong emphasis on affordable electric vehicles. When these men show interest in BYD financial lease for business reasons, other considerations come into play. Transparency, flexibility and, above all, trust become decisive factors, especially since a lease contract usually runs for a longer period of time.
Although BYD has not officially disclosed its dress code for sales staff, online sources do offer a clear impression of their workwear. On social media, British male salespeople appear in grey or black trousers combined with a white shirt. Female staff wear a black blouse paired with a skirt.
The clothing worn by their Thai colleagues looks slightly different. Both female and male salespeople wear high-waisted grey trousers combined with a petrol blue polo shirt.
Looking at the research, this is exactly the type of clothing people generally expect from car salespeople. It looks neat, but not overly formal.
Brand experience: casual appearance of the car salesperson as a strategy
Lynk & Co shows that buying a car does not always require formal clothing. The company deliberately sets itself apart from traditional car dealerships with a hip, casual appearance and a strong focus on community. Its target audience consists of young, urban consumers who care about the environment and have an interest in design and new technological options. Even when these customers run a business and explore Lynk & Co business leasing, the brand maintains this approach. You are unlikely to encounter staff wearing formal suits here.
The company uses workwear to project a modern and open image. Black T-shirts with a graphic version of the brand name support this perfectly. The print makes employees immediately recognisable and prevents customers from confusing them with visitors, which often happens in workplaces with a casual dress code.
And let’s be honest: no matter how strongly customers feel about a particular clothing style for salespeople, recognisability remains one of the most important aspects of workwear. Without it, customers and staff quickly blend into one another. On a busy day, that can make it surprisingly difficult to find the right person for help.
Best,
Aileen