Skip advert
Advertisement

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

A study conducted by Autovia has found a brand’s reputation is key when it comes to attracting new car buyers.

Car buying

A car brand’s reputation for quality is the most important thing for UK car buyers looking for a new car, a survey by Auto Express parent company Autovia has revealed. Over 1,200 UK motorists took part in the study which ranked 17 different factors according to how much value buyers place upon them.  

Advertisement - Article continues below

‘Reputation for quality’ was the top reason, given by 61 per cent of buyers, followed by ‘model styling’ which was picked by 53 per cent. A positive previous ownership experience was the third most popular with 51 per cent of respondents selecting it and 'Good value for money' was in fourth place.

Towards the bottom of the scale were a vehicle’s reputation for safety and for being environmentally friendly. These were chosen by just 24 per cent and nine per cent of respondents respectively. Only the recommendations of family and friends scored lower than the vehicle’s environmental credentials at just six per cent.

The survey results for factors that car buyers value were reversed in the section that asked about things that would make buyers avoid a particular car. 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 research also revealed that expectations of high service and repair costs are a deal breaker for many buyers.

Auto Express Editor-in-Chief, Steve Fowler, said: "Brand perceptions are a very subjective phenomenon and yet they are key to success or failure in Britain's car market, so manufacturers will be fascinated to understand how they are viewed by car buyers."

"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."

"Dealers will also note that looking after the customer properly is key to retaining loyalty, with women in particular citing a previously good experience as the best reason to stick with a brand."

To have your say about your car, be sure to take part in the Driver Power survey…

Skip advert
Advertisement

Shane is responsible for looking after the day-to-day running of the Auto Express website and social media channels. Prior to joining Auto Express in 2021, he worked as a radio producer and presenter for outlets such as the BBC.

Find a car with the experts

Skip advert
Advertisement

Recommended

Take the Driver Power survey today: last chance to enter £1,000 prize draw
Driver Power car ownership

Take the Driver Power survey today: last chance to enter £1,000 prize draw

Tell us about your car in the Driver Power survey, you’ll be entered into a prize draw to win a £1,000 John Lewis voucher.
Articles
30 Apr 2025
Best car discounts 2025 – big savings on list prices of today’s top new cars
Best car discounts

Best car discounts 2025 – big savings on list prices of today’s top new cars

Save on the official manufacturer’s list price with these tempting new car discounts.
Best cars & vans
29 Apr 2025
Pre-registered cars: buying guide
Pre-reg guide

Pre-registered cars: buying guide

We explore the pros and cons of picking a pre-reg car instead of buying a brand new car
Tips & advice
8 Apr 2025
Used car ads now allow buyers to be as picky as they please
Opinion - used car adverts

Used car ads now allow buyers to be as picky as they please

Richard Ingram reckons that if you want a used car in a very specific spec, you should seek out the right one– regardless of where it is
Opinion
27 Mar 2025

Most Popular

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k
Kia PV5 Passenger - show front

New Kia PV5 Passenger MPV undercuts the VW ID.Buzz by a huge £25k

New entry into the electric people carrier market undercuts the VW ID. Buzz by a significant margin
News
29 Apr 2025
Car Deal of the Day: BMW’s ultimate luxury SUV at an unusually low price
BMW X7 - front

Car Deal of the Day: BMW’s ultimate luxury SUV at an unusually low price

German firm’s flagship SUV could never be called cheap but it is exceptional value at £735 a month – making it our Deal of the Day for Sunday 27 April
News
27 Apr 2025
New 2025 Kia PV5 van starts from a tempting £22,645
Kia PV5 Cargo on display at Commercial Vehicle Show - front 3/4

New 2025 Kia PV5 van starts from a tempting £22,645

All-new entry into the van market promises competitive pricing and comes with a range of up to 247 miles
News
30 Apr 2025