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.

Skip advert
Advertisement

Recommended

Transferring a private number plate: a guide moving registration plates from car to car online
MINI number plate change
Tips & advice

Transferring a private number plate: a guide moving registration plates from car to car online

Need to know how to transfer a private number plate between vehicles? Our step-by-step guide breaks it down
9 Apr 2024
Selling a car with outstanding finance is easier than you think…
People signing dealership paperwork
Tips & advice

Selling a car with outstanding finance is easier than you think…

We look at whether you can sell a car with outstanding finance and things you should consider beforehand
5 Apr 2024
How to buy or sell a car at auction and get a great price
Letchworth Car Auction - header
Tips & advice

How to buy or sell a car at auction and get a great price

Buying or selling a car at auction can be both a fun and daunting experience. Our car auction guide should make it more of the former and less of the …
4 Apr 2024
A car’s registered keeper and owner isn’t always the same person, here’s why…
v5c teaser
Tips & advice

A car’s registered keeper and owner isn’t always the same person, here’s why…

The registered keeper and owner of a car don’t have to be the same person and each has different responsibilities
4 Apr 2024

Most Popular

‘Dacia Zen’ seven-year warranty brings added peace of mind
Dacia Duster - tailgate
News

‘Dacia Zen’ seven-year warranty brings added peace of mind

The value brand’s new warranty is also available on used cars, as well as for existing Dacia customers
16 Apr 2024
Car Deal of the Day: Mercedes EQC offers luxury EV motoring for £327 a month
Mercedes EQC - front cornering
News

Car Deal of the Day: Mercedes EQC offers luxury EV motoring for £327 a month

Mercedes’s EQC showed that the German firm was serious about electric cars and it’s our Car Deal of the Day for Monday 15 April
15 Apr 2024
New 2024 Audi A3 takes the fight to BMW and Mercedes with £32k price tag
Audi A3 Saloon - front action
News

New 2024 Audi A3 takes the fight to BMW and Mercedes with £32k price tag

The updated Audi A3 is available now, with the hot S3 version due from May
16 Apr 2024