AM Online

Majority of consumers consider changing brand when shopping for new car

Dermot Kelleher - Motors.co.uk

The majority of consumers consider changing the brand of car they currently drive when purchasing a new vehicle.

Data from Motors.co.uk for January to September shows that 74% of visitors to the car search website looked for a different brand when trying to part-exchange or sell their current car.

By analysing car valuation requests and part-exchange enquiries made by visitors using the ‘What’s mine worth’ tool after they had viewed a car on sale, Motors.co.uk also found out which brands, makes and models commanded the most loyalty.

It was revealed that Audi owners were the most loyal, with more than 50% viewing another car from the German manufacturer before enquiring about part-exchanging their current car.

The second most loyal group were Ford owners, with more than 45% considering sticking with the blue oval brand, while 10% of them considered either a BMW or a Vauxhall.

Drivers most likely to consider other brands were owners of Peugeot, Renault and Toyota models, with 69%, 74% and 68% viewing a model from another brand, respectively, when trying to part-exchange or sell their current car.

While Mercedes-Benz owners were some of the most loyal (almost 45% considered another one), 20% searched for a BMW before looking to part-exchange or sell their current car.

Dermot Kelleher (pictured), director of marketing and business intelligence at Motors.co.uk, said: “These results show that consumers have a wide consideration set when looking for their next new car and are prepared to shop around and take the time to research different brands, rather than just stick to what they are used to.”

Motors.co.uk: percentage of owners considering buying a different brand in 2016

If you are not a registered user your comment will go to AM for approval before publishing. To avoid this requirement please register or login.

Comment as guest


Login  /  Register

Comments

No comments have been made yet.