More than 40% of potential buyers of new cars that prevent a model or particular brand because of its alleged quality and reliability, they do so based on their own opinion or “knowledge” instead of expert recommendations and specific data.
What car should I buy?
This finding was revealed by the study of market analysis firm J.D. Power and Associates, which determined that these prejudices are still the main reason to avoid buying a new car or a specific brand.
J.D. Power and Associates analyzed the responses of 24.045 people who purchased and registered a new car between August and October 2011, most of them said that I avoid a brand or model especially for “poor quality and / or general reliability.”
A smaller group -43% – said he based his decision on expert ratings and reviews, while only 14% said their decision was based on the experience of a previous model same as they were buying.
“The fact that so many new car buyers base their opinions about quality and reliability preconceived notions rather than specific data, demonstrates how important it is for manufacturers to promote and report on the quality of their models,” said Jon Osborn, Director JD Research Power and Associates. “For many brands, especially those who have made significant advances in quality and reliability in recent years, it is even more important to highlight those accomplishments rather than simply wait for the general perceptions change over time.”
Osborn said it is also important for consumers, seek information and be open to change their prejudices about particular makes and models.
The automotive industry in general has made great strides in quality and reliability in the last decade and fierce competition has created an environment in which only the most aggressive brands can survive.
Therefore, the fact that a brand or model has had a bad reputation for many years does not necessarily mean that brand or model remains poor.
Perhaps the best example of this phenomenon are the Kia and Hyundai Korean less than five years were products below industry average quality and yet now have some of the best in all segments.
Proof of this is that Hyundai has won the Award of Año2012 Auto Auto Show in Detroit twice in the last three years.
Therefore, a smart consumer should seek information from reliable sources and experienced when making the final decision before the purchase or lease of your next new car.
The study J.D. Power and Associates also found that the percentage of buyers who avoid a brand or model imported has increased to 14% for cars of 2012, the highest level since 2003.
As a result, the percentage of buyers who avoided a trademark or American model fell to its lowest historical level of 6%.
“The fall in the rejection of brands and American models because of their origin, reflects a patriotic sentiment due to job losses and economic recession that has affected the Detroit Big Three (Ford, General Motors and Chrysler),” Osborn said. “Moreover, the quality and reliability of domestic models has increased considerably in recent years, which has also contributed to the decline in the level of consumer rejection.”
Ironically, many of the models of Ford, General Motors and Chrysler are manufactured in Mexico and Canada, while seven of 10 models of Japanese brands sold in the US are manufactured in the United States.
And both Kia and Hyundai, in addition to BMW, Mercedes-Benz and Volkswagen of Germany, have factories in the United States for many of its most popular in this market.
The cost of fuel and other factors
Moreover, the study found that the cost of gasoline is still one of the most influential factors when decicir which car to buy in 2012, still above other key factors such as reliability, supply they can get at the dealership and style of the car, which were prevalent in 2011.
This concern was reflected in the growing consumer interest in certain models of alternative powertrain as the Toyota Prius hybrid and electric Chevy Volt and Nissan LEAF.
However, the final price of the car was the main reason that your potential buyers decided against models like the Volt, which has a starting price of $ 42.000.
Those who rejected the Toyota Prius said they did so mainly for their style and performance, while the majority who ruled the Volt and LEAF said the main reason was because of its compact size.
2013 models are already