AM Online

Two-thirds of UK buyers are "badge snobs"

Almost two-thirds (64%) of UK car drivers say there are some brands of car that they would not buy, irrespective of how good the car, or the deal on offer.

The same trend was more prevalent for men (67%) than women (61%).

The Opinium survey of 2,000 UK drivers, commissioned by InsuretheGap, an independent provider of GAP (Guaranteed Asset Protection) insurance, finds over one in six (16%) describe themselves as a ‘brand snob’ who would always stretch their budget to get a more prestigious brand (18% men and 14% women).

A further 28% of 18 – 34s agree with this, compared with 8% of over 55s.

Londoners are the most likely to agree with this (35%), followed by North East (22%) England, while Wales (8%) and Northern Ireland (13%) are the least likely to agree.

One in four (25%) car drivers are also prepared to go over budget for a car that looks good (30% men and 21% women).

Under 34s are the most worried about image with  a third (33%) agreeing with this, compared with only 21% of over 55s.

North East England (37%) and London (37%) are the highest regions prepared to go over budget, compared to Wales (18%) and the East of England (21%).

Over one in four (28%) say their car is part of their ‘personal image’ (29% men and 27% women). 

Again, London (44%) drivers are the most likely to say this, and Wales (19%) and the East of England (19%) least likely.

Almost 15% admit having a flash car impresses their friends (16% men and 13% women).

Ben Wooltorton, chief operating officer of, said: “It’s interesting that there’s still a lot of resistance from car buyers when it comes to certain car brands, but what is clear is that many drivers are prepared to pay more for a car that they feel looks good and is good for their image.”

The latest AM industry special issue

The presence of a powerful and active regulator in the marketplace, the Financial Conduct Authority, means there has never been the attention given to the critical driver of new and used car markets, point of sale finance and insurance. 

Plus, with the Consumer Duty soon to be introduced, no automotive manager can afford to relax - or not read our new special report.

The potential risks from failure are substantial. 

Legal experts and finance houses share their views in our Spotlight on Finance & Insurance.

Read now

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.

Login to comment


No comments have been made yet.