Why We Buy The Cars We Do

In the case of electric cars, 'more buyers say that they did so due to environmental concerns (32%) than gas mileage (29%).'

Published: 17-Jan-2014

New technology offerings in vehicles are important to new-vehicle buyers who purchase domestic models, as 38 percent of those buying domestic vehicles cite the latest technology features as a reason for their purchase, compared with 33 percent of import vehicle buyers, according to the J.D. Power 2014 U.S. Avoider Study(SM) released today.

Additionally, domestic vehicle buyers who previously owned an import model are even more likely to purchase a domestic model due to its new technology and features (40%).

"Domestic brands in general are carving out a niche for themselves by offering vehicles with the latest technological features, and it appears to be getting the attention of consumers," said Jon Osborn, research director at J.D. Power. "It's important for automakers to understand what motivates new-vehicle buyers to shop and purchase a particular model and focus on promoting those top purchase influencers to differentiate themselves and gain market share."

KEY FINDINGS

The study also finds that the top five most influential purchase reasons among luxury and mass market new-vehicle buyers are:


Luxury


Mass Market

1.

Performance (power, handling, etc.)

1.

Gas mileage (fuel economy)

2.

Quality of workmanship (materials, fit and finish)

2.

Reliability (freedom from breakdowns)

3.

Exterior styling (design)

3.

The "Deal" (interest rates/rebates)

4.

Like the image this vehicle portrays

4.

Exterior styling (design)

5.

Reliability (freedom from breakdowns)

5.

Performance (power, handling, etc.)

The 2014 Avoider Study is based on responses from approximately 29,000 owners who registered a new vehicle in April and May 2013. The study was fielded between July and September 2013. The study, now in its 11th year, examines the reasons consumers purchase, reject and why they do not consider—or avoid—particular models when shopping for a new vehicle.

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