Auto Express

Car buyers value quality and style more than safety or low emissions

A car brand’s reputation for quality is of the utmost importance to UK car buyers Find a new car, a survey by Auto Express, parent company Autovia has revealed. More than 1,200 UK motorists participated 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% of buyers, followed by ‘design and style’ given by 53%. Prior positive ownership experience was third most popular with 51% of respondents choosing it and ‘Good value for money’ in fourth place.

At the bottom of the scale is a vehicle’s reputation for being safe and environmentally friendly. They were chosen by 24% and 9% of the respondents, respectively. Only recommendations from family and friends scored just six percent lower than the vehicle’s environmental credentials.

Survey results on the factors that car buyers appreciate were reversed in the question about things that might cause buyers to avoid a particular vehicle. A poor reputation for quality is the top reason to avoid specific brands, with a negative perception of the brand’s overall image. The study also revealed that expectations of high repair and service costs were a factor in many buyers’ disappointment.

Auto Express editor-in-chief Steve Fowler said: “Brand perceptions are a very subjective phenomenon and they are the determining factors of success or failure in the UK car market, so the Manufacturers will be interested to understand how they are perceived by car buyers. “

“Two of the most surprising findings in this latest study were that environmental certifications and the influence of family and friends scored too low, suggesting that customers feel much more strongly about their own experience. interesting and stylish car owners that they discovered through their own research.”

“Agents will also note that proper customer care is key to maintaining loyalty, especially as women see a good previous experience as the best reason to stick with the brand.”

To have your say on your car, make sure to join in Driver Power survey…

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