Car buyers prefer reputation for quality over environmental credentials when selecting a car, finds survey
February 2022 - Automotive
Car buyers prefer reputation for quality over environmental credentials when selecting a car: A survey of motorists has revealed the top reasons why car buyers chose the model of their latest car, with reputation for quality the most important consideration, ranking way above the 'environmental credentials' of the brand.
The survey by Autovia, polled 1,245 motorists who had purchased a new car within the last 24 months, asking them to choose which factors influenced their choice of vehicle. After 'reputation for quality' (61%), respondents said 'model styling' (53%) was a top influencer in the car-buying process, as was 'customer satisfaction' (51%).
Two-fifths of survey respondents said that 'good value for money' was a top reason (40%), followed by 'reputation for good resale value' (25%), and a 'previous good experience with a dealer' of the same brand (25%). Just under a quarter of car buyers said that the car they purchased had a 'reputation for safety' (24%), while 'reputation for good customer service' (22%), a 'conveniently located dealership' (22%) and a 'reputation for fair cost of service and repair' (20%) were also top drivers.
Amongst the least important factors for influencing their car purchases, were 'recommendations from a family or friends' (6%), a 'reputation for being environmentally friendly' (9%) and 'a reputation for low insurance costs' (9%). Fourteen percent of drivers were influenced by the brand's past awards (14%), whilst 15% said their partner, or family liked the brand, and 18% were taken by how innovative the brand is.
Autovia Editor-in-Chief, Steve Fowler, said: “Two of the most unexpected findings in this latest research are that environmental credentials and the influence of family and friends score so low, suggesting that customers feel much more strongly about an enjoyable and stylish car ownership experience that they have discovered through their own research."
Sign up to our newsletter to receive free insights from your sector...
Support Us...
We hope that you have found this article useful. This section is freely available for all to use. Please help support it by liking us or following us on our social media platforms:
