Fear of negotiation and value uncertainty prevent consumers from getting into the market.

According to a new study released by autoTRADER.ca, Canadians would prefer to hang on to their current vehicles rather than go through what they consider the intimidating process of negotiating a deal.

In fact, about one in five (18 per cent) Canadians are holding off from purchasing due to value uncertainty and fear of negotiation.

“With all the elements to consider, we understand that buying or selling a vehicle can be a challenging task for the average Canadian,” says Michael Bettencourt, Managing Editor, autoTRADER.ca. “With more and more car shoppers doing their primary research online, before setting foot in a dealership, it’s more important than ever to provide near real-time vehicle information to help them with making the best purchase decisions.”

He adds, “Just like most things in life, preparation really is the key to success. When it comes to making sound car buying or selling decisions, it’s important that Canadians do their homework, from using online tools to seeking second opinions, reading reviews and checking in with multiple dealers, make sure to gather all the information needed to negotiate a deal with confidence.”