Dealer-Speak A Turn-Off For Buyers

Network Q, the UK’s leading used vehicle retailer, recently polled over 2,000 consumers and found that car terms like FSH, ESR and ICE confuse the average consumer.

In an effort to eradicate the confusion and to make the process of buying a used car more straightforward, Network Q has identified the most confusing car terms and teamed up with the Plain English Campaign to produce a jargon-free guide to dealer-speak ( ).

Although Network Q currently operates a Plain English policy, bosses have also announced a complete ban of car jargon in all of its 440 UK retail sites.

The survey found the most confusing car terms are:

  • ICE - In Car Entertainment
  • T&T - Taxed and MOT
  • EW - Electric Windows
  • FSH - Full Service History
  • PAS - Power Assisted Steering
  • BHP - Brake Horse Power

Stuart Sims of Network Q comments: "We’ve produced a Plain English guide to car jargon and banned it from our forecourts in response to the massive 37 per cent of consumers who find abbreviated jargon the most frustrating part of the used car buying process."

Published 7 September 2004 Melanie Carter

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