Today’s car buyers are more informed, and more skeptical than ever before. Now this is just an opinion of the guy who sells a service right? Right?
A recent Cox Automotive study reports that the average shopper spends over 14 hours researching online before stepping onto a dealership lot. They’ve seen hundreds of listings and know exactly what to look for, and what to avoid.
So what makes them scroll past your listing?
- Over-edited or filtered photos
- Inconsistent lighting and composition
- Fish-eye distortion from smartphone cameras
- Fake-looking sunsets or showroom-style filters
These don’t just look unprofessional. They raise red flags.
Modern Shoppers Spot the Fake Fast.
According to Google, 90% of car buyers begin their journey online. And 63% of shoppers who watched vehicle videos say it directly influenced their decision to buy.
But today’s buyer isn’t impressed by overly polished or unrealistic images. They want realism. Clarity. Confidence that the car will look the same in person as it does on the screen.
A 2022 Cars.com study found that:
Listings with 20+ professional photos get 2.5× more views.
Vehicles with high-quality photos sell 3–5 days faster.
Shoppers are 60% more likely to contact a dealer when photos match the condition described.
Trust Is the New Currency.
In today’s market, authenticity sells.
Shoppers are no longer wowed by glamour shots. They want clear images of the actual vehicle, not a filtered version designed to mislead. A poor photo gives the impression that you’re hiding something. And that leads to distrust.
On the other hand, clean, accurate photos say:
“We take care of our inventory”
- “We’re transparent”
- “You can trust us before you walk in”
- Your Online Showroom Matters
Remember: in most cases, the photos are the first showing.
According to Cox Automotive, 61% of buyers say that a dealership’s online presentation influenced where they chose to buy, not just what they bought.
So if your images look rushed or low-effort, you’re sending the wrong message. You don’t just lose a click, you lose a lead.
The Bottom Line
High-quality photography and video walkarounds don’t just show the car,
they sell the experience.
In a market where trust is hard-earned, every image matters.