AutoTrader Pinpoints Car Shopper Preferences

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.

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