Automakers and Dealers to Promote Trouble-​free Ownership Experience

Automakers are busily adding new features to their latest vehicle models. And, this year, more consumers are in the market for a new vehicle, so some of the added features may be important from a competitive standpoint. To understand which features to promote in their ad campaigns, automakers and carkeysdealers might want to check out the newly released survey from NADA.

Consumers weigh several factors differently according to the type of vehicle they plan to buy. For new car purchasers, quality and dependability (23.3%) is more important than fuel economy (14.1%) and brand (11.2%). However, truck and SUV purchasers have a slightly different attitude. Quality and dependability (25.1%) still rules but brand is the second most important factor with a score of 10.9%. Rounding out the top 3 features is fuel economy (9.6%) for truck and SUV buyers.

Automakers have been promoting their  digital wizardry lately but consumers don't seem particularly impressed by all this. New car buyers report that factors like navigation systems (3.8%), smartphone connectivity (3.15,) and driver assist technologies (1.3%) are not key factors in their selection process.  Light truck and SUV buyers have a similar attitude with respect to new technologies.

Jonathan Banks, executive automotive analyst for the NADA Used Car Guide notes that “[w]hile higher gasoline prices and stiffer federal regulations have raised the profile of fuel economy over the past few years, the survey results clearly indicate that car and light-​truck shoppers are looking for a trouble-​free ownership experience above all else.”

To learn more about exactly which features appeal to buyers of specific brands, check out the AudienceSCAN reports available on the Research Store at ad​-ology​.com.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.