OUR WEEKS OF DITHERING TO BUY A CAR
HOW long does it take you to choose a new car – and how many people do you talk to about it before you decide?
SEAT has done some research across Europe, and found that 53-year-olds, the most likely purchasers of new cars, are the biggest ditherers, taking an average eight-and-a-half weeks to make up their minds, after seeking advice from eight others.
Hardly surprisingly, given the Spanish carmaker’s more youthful line-up, the average age of a SEAT buyer is 44.
Almost half decide what bodystyle they want first, and increasingly that is an SUV – onethird of all cars car on European roads now come in that form. Onequarter are more concerned with engine type, be that petrol, diesel or hybrid; 17 per cent just want what they can afford; and a surprisingly low 14 per cent want a specific brand, suggesting that loyalty might be a declining factor. Indeed, the research also found that 55 per cent of buyers who set out with a specific brand in their heads changed their minds during the decision process. Over half change up because of their existing car’s mileage and age, while 20 per cent of sales are the result of wanting more safety, more space, lower fuel consumption or a car that is equipped with the latest technology.
A further 15 per cent cited marriage breakdown or a new addition to the family as the reason for wanting new cars (and if that’s a fourth child, then SEAT’s new seven-seat Tarraco might be the preferred option). Finally, ten per cent say a change of job or the completion of studies is the reason for a purchase. Other contributing personal factors for ten per cent include changing jobs or completion of studies.
We seem to be getting more sophisticated in our tastes too, because an appealing design is fundamental to 41 per cent of future buyers. At the same time, 30 per cent look for cars with a high driving position, which surely explains the explosion in popularity of SUVs and crossovers.
And while over half will use the configurator tools on carmakers’ website to help with their decision, the personal touch remains. Nine out of ten buyers said they spoke to an average eight family members and friends before making up their minds – something I, more than most, am very familiar with!