Top 10 Reasons Why Car Buyers Choose a Specific Vehicle Model
Listed below are the 10 reasons most frequently cited in the 2010-2012 Initial Quality Studies, none of which pertain to such economic considerations as low price, low payment, financing, high resale value, or longer warranty coverage.
For 3 consecutive years, reliability and durability are the most common reasons for selecting a particular make and model.
2) Interior Comfort
Finding a vehicle comfortable is the second-most-frequently cited reason for selecting a new vehicle for a third consecutive year.
3) Exterior Styling
In recent years, exterior styling has increased in importance among new-vehicle buyers, rising from the fourth-most-frequently cited reason for purchasing to the third-most-frequently cited reason.
4a) Gas Mileage
In recent years, fuel economy has taken on a new level of importance among new-vehicle buyers, rising from the sixth-most-often-cited reason for purchasing in 2010 and 2011 to the fourth-most-often-cited reason in 2012. Gas mileage now ties with a vehicle's quality of workmanship in terms of importance in the vehicle selection process.
4b) Quality of Workmanship
Vehicle buyers are less concerned about a vehicle's quality of workmanship today than they were in 2010. This factor has declined in importance during the past 3 years, dropping from the second-most-frequently cited reason given for choosing a particular make and model in 2010 to the fourth-most-frequently cited reason in 2012, in a tie with gas mileage.
6) Dealer was Convenient/Liked Dealer in Area
Though this factor declined in importance in the 2012 Initial Quality Study, dropping to the sixth-most-frequently cited reason for purchase from the fifth-most-frequently cited reason, new-vehicle buyers generally prefer to shop local, choosing to do business with a convenient dealer that they like rather than to buy from a dealer offering the best deal.
During the past 3 years, vehicle performance has consistently proven to be the seventh-most-often-cited reason that vehicle buyers choose a specific make and model.
8a) Advanced Technology
Whether or not a new vehicle offers advanced technology is increasing in importance as a decision-making factor among new-vehicle buyers. During the past 3 years, this reason has risen from the 10th-most-frequently cited reason for purchase to the eighth-most-frequently cited reason, now tying with the image that the new vehicle portrays.
8b) Like the Image Vehicle Portrays
For the past 3 years, vehicle buyers have said they bought a specific make and model for the image it portrays frequently enough to consistently make this reason the eighth-most-common reason given for vehicle selection. This year, vehicle image is tied with the availability of advanced technology.
Safety declined in importance in the 2011 IQS, dropping to the 10th-most-frequently cited reason for purchasing a specific make and model of new vehicle from its previous position as the ninth-most-frequently cited reason.
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