Fuel Economy Now Top Factor in Car Buying Decisions
Not surprisingly, fuel economy is now as important to car buyers as safety and reliability, according to Capgemini’s latest annual Cars Online survey.
Involving over 3,000 consumers in eight countries (Brazil, China, France, Germany, India, Russia, UK and US), the study identifies a number of key findings:
- For the first time in the report’s ten year history, a vehicle’s fuel economy has been found to be as important to consumers as safety and reliability, a result of rising fuel prices and increase concern about the environment.
- There are significant differences between the mature and developing markets, and also within the emerging markets of Brazil, Russia, India and China (the BRIC nations).
- There are important implications for vehicle manufacturers that do not meet customer needs - three quarters of respondents surveyed said they would switch from a particular brand or dealer if their needs were not met, such as receiving a speedy response to enquiries.
- People are also increasingly relying on the web for presales information, and are looking more and more to complete their purchases online.
The report also reveals that customer satisfaction has dropped in recent years: two thirds of respondents worldwide said they were satisfied with the vehicle buying process, a decline from ten years ago when 80% of consumers said they were satisfied.
The study found that the more sophisticated a market, the lower the levels of customer satisfaction.
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