Survey reveals that two thirds of UK's car purchases are motor-vated by
The UK's cash savvy car buyers consider price and value for money ahead
of brand, image, colour and delivery time, according to research from
OneSwoop (www.oneswoop.com), the UK's leading Internet car retailer.
The findings were contained in a OneSwoop survey, entitled "What drives
car buyers?", conducted by ICM Research.
OneSwoop's results showed that 64 per cent of the British public
considered cost and value for money as the single most important
influence on their choice of model. This compared to less than one
fifth of respondents who were driven by brand loyalty, with just 17 per
cent faithful to Ford or devoted to Daewoo. Although brand was
relatively unimportant overall, the prestige associated with posing in a
Porsche was twice as important to male respondents than females
surveyed. The street credibility associated with cruising in a
desirable marque appealed to 24 per cent of males, compared to only 11
per cent of women, who reported that brand was most significant to them.
No respondents considered delivery time to be an important factor.
Tom Buehlmann, marketing director OneSwoop, commented, "Our research
shows not only that car buyers are very open to the price savings
offered by Internet car retailers, like OneSwoop, but are beginning to
adopt different shopping habits when looking for a new car. Rather than
visiting their local dealer, which will offer a range of models from
just one manufacturer, the results emphasise that car buyers are not
tied to a particular brand and, therefore, prefer to browse similar
models offered by competing manufacturers on the web."
Buehlmann continued, "These habits are typical of a growing number of
commercially aware customers looking towards the Internet to either
pocket savings or maximise value. We are finding that car buyers are
increasingly looking for customised extras, such as metallic paint,
leather interiors or alloy wheels as they exploit the value offered by
e-tailers by trading up to higher specification models."
Only younger car buyers commented that the image and style a car gave to
their personality was the most important factor in buying a new model.
The image and style of their chosen model raced in a close third for
18-24 year olds, with 12 per cent of respondents finding this point to
be most influential in their decision, compared with just 4 per cent of
45-54 year olds.
Surprisingly, car buyers also seem blind to the colour of their new
motor. Only 2 per cent of respondents were stated that the shade of
their Sharan or the tint of their Tigra was an important factor during
The bargains currently available through OneSwoop are led by discount
deals on hot sports convertibles for the summer, such as a MG's MGF 1.8
VVC cabriolet, available at a 16 per cent saving and Audi's TT Roadster
1.8T Quattro (225bhp), which can be snatched up at 13 per cent off the
UK list price.
Launched in March 2000, OneSwoop is the leading pan-European online car
retailer offering three easy ways to buy a car - OneSwoop Now, OneSwoop
Custom and OneSwoop Select. The company specialises in a no haggle, no
hassle service - delivering both custom and pre-configured cars directly
to customers at up to 20 per cent off UK retail prices in as little as
OneSwoop is backed by a number of prestigious financial and strategic
investors from Europe and the US, including BP, Credit Suisse and Atlas
Venture. It numbers amongst its partners such respected organisations
as Fortis Bank, Marks & Spencer, SGS and STVA (Transcars).
"What drives a purchase?" - Overall results
1. Price and value for money - 64 per cent
2. Brand - 17 per cent
3. Image and Style - 7 per cent
4. Colour - 2 per cent
5. Lead time - 0 per cent
Undecided - 9 per cent
"What drives a purchase?" - Male/Female comparison
1. Price and value for money
Male - 60 per cent
Female - 68 per cent
Male - 24 per cent
Female - 11 per cent
3. Image and Style
Male - 6 per cent
Female - 7 per cent
Male - 1 per cent
Female - 3 per cent
5. Lead time
Male - 0 per cent
Female - 0 per cent
Male - 9 per cent
Female - 10 per cent
Source: ICM Research telephone survey of 1,000 adults, aged between
18-65, conducted 29-30 April 2001.
For Further Information:
Matt Ward/Lena Ahmed
Tel: 01753 44 8875/8861
Email: email@example.com / Email: firstname.lastname@example.org
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