Rick Wainschel Offers Automotive Buyer Insight
When asked to rank features that were important to them in their next vehicle, shoppers in one AutoTrader.com survey picked fuel efficiency as most important above body style, comfort seating, convenience features and design. Shoppers considering a fuel efficient vehicle said saving money and helping the environment were the top two reasons why.
AutoTrader.com editors have created a green car shopping primer that breaks down how electric, clean diesel and hybrid vehicles work, sharing the pros and cons of each technology to help shoppers decide which one could be the right fit for their lifestyle.
Another online survey conducted by AutoTrader.com revealed that 57 percent of shoppers do not feel that it is important to have the latest redesign, and an even larger majority (79 percent) would rather take advantage of a good deal on the current model instead of delaying their purchase for the newest design.
“The world we live in moves quickly, and shoppers are exposed to change almost constantly,” said Rick Wainschel, vice president of automotive insights at AutoTrader.com. “From computers to phones to TVs and even cars, the next ‘new’ release seems to be always just around the corner, making it harder for people to have the latest and greatest for very long. In that environment, especially with such a large purchase as a car, many consumers seem to feel that good is good enough, particularly if it will save them some green.”
Additionally, the survey also showed that while consumers are not set on getting the latest design, nearly half (47 percent) feel that it is important to be aware of upcoming redesigns, and 56 percent actively research upcoming designs. However, they are likely using this information to get a good deal on the current model.
“People spend more than 19 hours shopping for a vehicle and typically have a wide consideration set, giving OEMs ample opportunity to influence shoppers,” Wainschel continued. “However, automakers will have to tell a holistic and compelling story about what is new and improved in order to have the best chance of convincing shoppers that the new design is truly worth waiting for.”
Rick Wainschel is vice president of automotive insights at AutoTrader.com. Visit AutoTrader.com today to put our insight to work at your dealership.