It's quite easy to rack up a few owners - demo (1), first real owner (2), sold to dealer, maybe registered? (3), second real owner (4), dealer, third owner, etc (5).
This is how I sell it and a direct copy and paste of my response to my last customer whim asked about number of owners:
Customer: Concerned about number of owners:
Me: I completely understand; what I would say is that often a multiple owner car is good news - what does everyone do when they get a new car? They clean, polish, service, get new tyres - all that lovely stuff. Single owner cars often start life like that, then the owner gets complacent, forgetful and the car just becomes a mode of transport.
Does that help?