We recently surveyed hundreds of CarSoup.com consumers who bought new vehicles to find out more about their experiences. We asked them to rate the importance of a number of key influencers regarding the vehicles they chose and why they chose them. What we learned might interest you.
We asked shoppers to identify and rank, in order of importance, the main reasons they purchased a specific new vehicle. Over 40% of buyers surveyed listed "ready for a change" as a top consideration. Shoppers are still vitally interested in practical concerns like features, performance and price but we were a bit surprised that so many people were motivated by more subjective influences. Could it be in this age of practicality there are still people who buy simply because the time seems right and and dang it, it feels great to have a new car?
Plenty of new car buyers we surveyed truly relished the buying experience. And what's not to love? That factory-fresh new car smell and feel, the peace of mind and security that comes with a brand new vehicle, the latest in tech and safety features, the sense of pride and prestige. It's exciting. 42% of women who weighed in said they bought their vehicle because they "fell in love" with it. The love connection was more important than nearly all other considerations, second only to price. Turns out "ready for a change" buyers aren't just ready for a change, they're ready for a new experience.
The data suggests that 'ready for a change' new car buyers are still very much into the experience of buying a new vehicle and they often view "needs" (practical considerations) and "wants" (emotional considerations) as equal ingredients in the decision making process. Sometimes the line between the two gets a little blurred. Do people need sunroofs? Perhaps not but sometimes you need to feel the sun on your face and the wind in your hair and having a sunroof sure helps.
Bottom line: the facts, stats and features are all very important but the experience still matters to most new car buyers and for some the experience is what it's all about.
Talk to your CarSoup.com representative about ways to connect with buyers when they're ready for a change.