Merchandising: BIGGEST Mistakes Dealers Make

Effective vehicle merchandising is critical to attracting and converting online shoppers into buyers. Yet, many dealerships make crucial mistakes that hurt their chances of standing out in a competitive market. The digital showroom is just as important—if not more so—than the physical one, as most buyers conduct extensive online research before visiting a dealership in person. Here are the biggest pitfalls dealerships fall into, why they matter, and how to fix them for better results.

1. They Don’t Inspect Their Own Listings

Many dealerships rely on third-party services to capture photos of their inventory. This makes sense—sales managers and dealership staff often lack the time, training, or equipment to take high-quality images. However, outsourcing doesn’t mean you should take a hands-off approach.

The problem? Managers often assume that as long as 25-30 photos are uploaded, the job is done. They rarely click through each image to see what’s actually being displayed. This results in poor presentation—random, irrelevant shots of power window switches, rearview mirrors, or dark, cavernous trunks that add no value to the listing. Worse, a few low-quality images can cause potential buyers to exit the Vehicle Detail Page (VDP) almost immediately. Blurry images, reflections of the photographer in the car’s paint, or inconsistent lighting can make a car look far less appealing than it is in real life.

How to fix it:

• Establish quality control—someone at the dealership should regularly review photos before they go live to ensure they meet a consistent standard.

• Follow a structured photo order: Start with a front 3/4 angle shot in front of the store, then methodically capture the vehicle in a walkaround sequence, followed by interior shots and key features.

• Train third-party vendors or internal staff to understand the importance of lighting, angles, and composition.

• Use tools that allow managers to flag poor-quality images before they go live.

• Consistency matters—having a predictable order across all listings boosts professionalism and makes browsing easier for customers.

2. They Use SEO-Filled Blurbs Instead of Valuable Descriptions

Over the past few years, many dealerships have abandoned meaningful vehicle descriptions in favor of generic, copy-paste SEO blurbs that offer no real information about the car. These keyword-stuffed paragraphs might seem like a good idea for search rankings, but in reality, they come across as lazy and unhelpful to customers.

A potential buyer doesn’t care about a dealership’s long-winded marketing spiel—they want to know about the car. What’s its history? Does it qualify for a Certified Pre-Owned (CPO) program? What key features set it apart from similar listings? A compelling description that tells a story adds value and builds trust.

How to fix it:

• Write descriptions that highlight the vehicle’s history, condition, and key selling points.

• If it’s a CPO vehicle, explain the benefits clearly, such as warranty coverage and reconditioning standards.

• Keep SEO in mind, but naturally integrate keywords instead of stuffing them into a meaningless block of text.

• Incorporate information that buyers actually find useful, such as recent maintenance history, accident-free records, or a vehicle’s standout features compared to similar models.

3. They Use AI-Generated Backgrounds

On the surface, AI-generated backgrounds seem like a great way to standardize and enhance vehicle images. The idea of a perfectly lit car with a sleek dealership-branded backdrop is appealing—but there are significant downsides.

First, AI-generated images are often inconsistent. Shadows don’t align properly, backgrounds are sometimes missing in certain shots, and overall, it can look unnatural and sloppy. More importantly, it raises trust concerns. Used vehicle shoppers are already wary, and when a car is presented in a hyper-polished, artificial setting, it makes them question what’s being hidden.

Another drawback is the potential loss of authenticity. Buyers appreciate seeing vehicles in their real environment, whether that’s a dealership lot or a recognizable location. If a car appears too “airbrushed,” it might create unrealistic expectations that lead to disappointment when the customer sees it in person.

How to fix it:

• Stick with natural, authentic backgrounds—like capturing vehicles in front of the dealership.

• Ensure lighting is optimal, but avoid making photos look overly staged or edited.

• Keep the presentation as real as possible to build buyer confidence.

• Use minor enhancements sparingly, such as color correction or slight exposure adjustments, without removing natural elements.

4. They Use Photo Overlays with Too Much Text

Many dealerships add text overlays to vehicle photos, hoping to highlight key selling points. While the intention is good, the execution often backfires. Google’s SEO guidelines discourage excessive text on images, meaning these overlays could hurt search visibility. Additionally, too much text cluttering the image detracts from the vehicle itself.

Text overlays can also create formatting issues when viewed on different screen sizes. What looks clear on a desktop computer might be unreadable on a smartphone. Plus, customers who are just trying to look at the car don’t want to be distracted by an overload of promotional messages covering the image.

How to fix it:

• Instead of overlaying text on every image, create a dedicated slide within the photo set for key selling points.

• Limit the number of text-heavy slides to one or two per listing.

• Use captions or bullet points in the vehicle description to highlight key details instead of overwhelming the photos.

5. They Don’t Think Like a Buyer

One of the biggest issues in vehicle merchandising is that dealers don’t approach it from the customer’s perspective. Imagine shopping for a $10,000 luxury watch—what information would make you confident in the purchase? You’d want to see detailed, high-quality images from every angle, learn about the watch’s history, servicing records, and investment potential, and ultimately feel like you must own it.

The same applies to cars. A used vehicle is a major purchase, and customers need reassurance. The right photos, descriptions, and transparency in presentation all contribute to building that confidence.

How to fix it:

• Provide high-quality images that showcase every relevant detail.

• Share a detailed vehicle history and highlight its condition honestly.

• Make sure your merchandising makes a customer think, “I need this car.”

• Conduct mystery shopping exercises—pretend you’re a customer browsing your own inventory and see where improvements can be made.

Conclusion

Most dealerships want to improve their online vehicle presentations but fall into bad habits that sabotage their efforts. By inspecting photos, writing meaningful descriptions, avoiding artificial enhancements, using overlays sparingly, and thinking like a buyer, dealerships can create more compelling listings that attract serious shoppers.

The result? More engagement, higher-quality leads, and ultimately, more sales. Vehicle merchandising isn’t just about putting cars online—it’s about creating a presentation that drives purchase intent and builds trust in an era where online transparency is everything.