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Interiors sell cars

Brand loyalty in the premium car segment is influenced more by a vehicle’s craftsmanship than its driving qualities or reliability, according to new research.

More than 50,000 owners were polled to provide the premium sector with an insight into what is expected from their cars.

“Our initial findings show repeat purchasing is directly linked to craftsmanship and the interior of a vehicle is the key battleground,” says Mark Williams, team leader at Warwick University’s International Automotive Research Centre (IARC), which carried out the study with Experian.

Factors such as the sound of doors closing, the colour and smell of vehicle’s interior, and the fit of components were all important to buyers.

“The findings indicate carmakers need to allocate money for quality interiors. Craftsmanship can be a unique selling point,” says Williams.

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