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Advertisements influence a quarter of car buyers, says The Motor Ombudsman

A quarter of car buyers are swayed by adverts, according to the latest survey conducted by The Motor Ombudsman.

The annual study looks at the buying experience and satisfaction of motorists who have visited a franchise dealer belonging to any of the 38 vehicle manufacturers that are accredited to The Motor Ombudsman’s Chartered Trading Standards Institute (CTSI)-approved New Car Code of Practice.

Of the 2,400 people surveyed, 24% said they would be swayed in their choice of new car as a result of seeing an advert online, on TV or in print.

Male buyers and 17 to 25 year olds are most inclined to take the plunge after seeing a commercial.

Overall, the research found that 93% of cars that the survey participants bought matched the content of the advert, whilst respondents scored an encouraging average of 4.8 out of a maximum 5.0 for their satisfaction with their vehicle

The explanation of terms and conditions of the warranty achieved the lowest score of 4.5, which also echoed the result seen in the 2015 survey.

Bill Fennell, chief ombudsman and managing director of The Motor Ombudsman, said: “In today’s digital era, consumers are never too far away from a brand encouraging them to buy a product.

“The study clearly shows the value of franchise dealers and vehicle manufacturers adhering to a Code, as scores have once again remained consistently high across the board, which is undoubtedly a very positive trend for consumers and the industry.”

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