Dealer Image Pro, a provider of proprietary in-house photo, video, 360° and window-sticker software for auto dealerships, announced results from a survey it commissioned at the National Automobile Dealers Association Show in January.

Roughly 80% of dealers realize the importance of online photos today. However, of more than 3,000 automotive dealer professionals surveyed, just over 20% said they don’t feel photos are a critical part of the consumer’s shopping and consideration when researching or purchasing a vehicle.  

In a separate consumer-facing survey commissioned at the same time, approximately 90% of the 3,000 male and female consumers in the U.S said photos were important to view online when considering shopping for a particular vehicle. 

Additionally, when dealer professionals were asked if the quality of their vehicle inventory photos helped increase the profit margins on the sale of the vehicle, over 40% said either no or they weren’t sure. Nonetheless, 97% of the consumers said the quality of the vehicle inventory photos did help influence negotiating the price point of a specific vehicle.

“This contrast in dealership and consumer opinion toward photos influencing the car-buying experience is definitely eye-opening and should serve as a wake-up call to dealerships and auto groups to immediately re-evaluate how they see the value of vehicle merchandising capabilities,” said Louis Norman, director of operations, of Dealer Image Pro. “The majority of dealers see the right value and get it, but the fact that nearly one in five dealers still have this mindset in 2023 is a head-scratcher, especially in a time when sales are down.”