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Wednesday, January 26, 2022

Reputation For Quality Most Important To New Car Buyers


Reputation for quality, stylish appearance, and a positive previous ownership experience are the top three reasons car buyers choose their new models, according to an in-depth study of car buying behavior.

The findings come from Autovia, a UK-based automotive insight and advice company whose research delves into the minds of up to 60,000 car owners a year. They form part of a comprehensive investigation which is drilling down into what factors motivate buyers to choose the cars they do.

According to 1,245 motorists who bought their current car within the past two years, their chosen brand’s reputation for quality topped a list of 17 factors influencing their choice of car, followed by model styling and customer service.

Reputation for quality was the top reason given by 61 percent of buyers, followed by model styling which was cited by 53 percent of drivers.

The importance of maintaining customer satisfaction over the long term is revealed by a previously happy experience with the brand ranking third, at 51 percent.

In a sign that innovative methods of financing cars more affordably have taken some of the heat off price worries, ‘good value for money’ was a top reason for only 40 percent of buyers.

When asked on whether they avoided any brands, those surveyed said that a poor reputation for quality was the top reason for avoiding specific brands, followed by a negative perception of the brand’s overall image.

The ‘brand avoidance’ element in the research also revealed that expectations of high service and repair costs are a deal breaker for many buyers.

Check out the full breakdown below.

What’s the most important for buyers when choosing between car brands?
  • Brand Image – 40 percent
  • Good Resale Value – 25 percent
  • Reputation for Quality – 61 percent
  • Good Customer Service – 22 percent
  • Fair Cost of Service and Repair – 20 percent
  • Reputation for Low Insurance Cost – 9 percent
  • Satisfied Previous Owned Model from Brand – 51 percent
  • Satisfied Dealer Experience from Previous Owned Model from Brand – 25 percent
  • Conveniently Located Dealership – 22 percent
  • Friends/Family Recommended Brand – 6 percent
  • Good Value for Money – 40 percent
  • Partner/Family Liked the Brand – 15 percent
  • Styling – 53 percent
  • Brand Innovation – 18 percent
  • Car Have Won Awards – 14 percent
  • Environmentally-Friendly – 9 percent
  • Safety – 24 percent
  • Other – 21 percent

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