A car brand’s reputation for quality is the number one priority for UK car buyers looking for a new car, a survey by Auto Express parent company Autovia has found. Over 1,200 UK drivers took part in the study, which ranked 17 different factors according to the value buyers place on them.
“Reputation for quality” was the top reason given by 61 percent of shoppers, followed by “model styling” which was chosen by 53 percent. A positive pre-ownership experience was the third most popular at 51 percent of respondents, and “value for money” was fourth.
At the lower end of the scale was a vehicle’s reputation for safety and environmental friendliness. These were chosen by only 24 percent and nine percent of those surveyed, respectively. Only the recommendations from family and friends scored worse than the environmental friendliness of the vehicle, at just six percent.
The survey results for factors car buyers value were reversed in the section asking about things that would make buyers avoid a particular car. A poor reputation for quality was the top reason for avoiding certain brands, followed by a negative perception of the brand’s overall image. The research also found that expectations of high service and repair costs are a deal breaker for many buyers.
Steve Fowler, Editor-in-Chief of Auto Express said: “Brand perception is a very subjective phenomenon and yet it is the key to success or failure in the UK car market, so manufacturers will be fascinated to understand how they are perceived by car buyers. “
“Two of the most unexpected findings from this latest study are that the environmental footprint and the influence of family and friends score so poorly, suggesting that customers are much more keen on an enjoyable and stylish car ownership experience they discovered through their own research. “
“Retailers will also find that caring for the customer is key to loyalty, with women in particular citing a previously good experience as the best reason to stay with a brand.”
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