The exterior look and design of a vehicle is the top reason shoppers avoid a particular car or truck, according to J.D. Power’s annual U.S. Avoider Study, which was released last month. The study, now in its 12th year, examines the reasons consumers purchase, reject or do not consider—or avoid—particular models when shopping for a new vehicle. To push inventory you need to move, use CarSoup.com ad banners, CarSoup.com specials (such as Must Go! Specials and Better Than Book) and the VDP retargeting program. These items all will help move those units for you!
Fuel economy is the second-most common reason why a model is rejected by shoppers at dealerships in favor of another model, even though gas prices have reached record low levels, the study reports.
“Consumers know that, although gas prices are low today, the cost of fuel will likely increase during the time they own the vehicle,” said Arianne Walker, senior director, automotive media and marketing at J.D. Power. “Clearly, consumers are considering the total cost of ownership when selecting their new vehicle.”
Still another major factor that influences purchase decisions is vehicle technology. New-vehicle buyers indicated in the study that they avoided a model because it lacked the latest technological features at a rate of 15 percent in 2015, up from 4 percent in 2014.
J.D. Power’s 2015 Avoider study is based on responses from nearly 30,000 owners who registered a new vehicle in 2014. The study was fielded between July and September 2014.
For more information from the study, click here.