A NEW study has revealed the factors that motivate buyers most to buy a new car, with quality and style high on people’s list of requirements while eco-friendliness is low on motorists’ list of priorities.
In the Autovia Driver Power study of 1,245 drivers who bought a new car in the last two years, 61% cited brand reputation as the most important factor influencing their vehicle choice.
Of 17 other motivators, 53% of respondents said model styling was the most important element when choosing their car, with 51% rating a positive previous experience with the brand.
Around 40% of buyers also indicated that brand image and value for money are important factors when choosing a car, which Autovia says shows that having a wide range of financing options reduces the importance of cost when buying a car.
Good resale values (25%), a good dealer experience (25%), security (24%) and conveniently located dealers (22%) were also mentioned as factors influencing purchasing decisions.
A reputation for good customer service (22%), innovation (18%), a buyer’s partner or family liking the brand (15%) and the fact that a brand’s cars have won awards (14%) came in next.
All of these rank well ahead of a brand’s reputation for being environmentally friendly (9%), a brand’s reputation for low insurance costs (9%), and word-of-mouth from family and friends (6%) as key motivators.
In addition to examining what turns window shoppers into drivers, the study looked at what keeps shoppers on the wrong side of the glass.
Respondents indicated that a brand’s poor reputation for quality, as well as a brand’s poor image, are major deterrents when choosing a car. High service and repair costs were also seen by many as a deal breaker.
“Brand perception is a very subjective phenomenon, yet it is the key to success or failure in the UK car market, so manufacturers will be fascinated to understand how they are viewed by car buyers,” said Steve Fowler, Autovia Editor-in-Chief.
“Two of the most unexpected findings from this latest study are that environmental friendliness 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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