COST-CONSCIOUS CAR BUYERS DRIVEN BY PRICE Wednesday 25 April 2001 PDF Print Survey reveals that two thirds of UK's car purchases are motor-vated by the wallet 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 purchase. 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. -ends- About OneSwoop: 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 four weeks. 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 Main factor 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 Main factor 1. Price and value for money Male - 60 per cent Female - 68 per cent 2. Brand Male - 24 per cent Female - 11 per cent 3. Image and Style Male - 6 per cent Female - 7 per cent 4. Colour Male - 1 per cent Female - 3 per cent 5. Lead time Male - 0 per cent Female - 0 per cent Undecided 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 Brodeur Worldwide Tel: 01753 44 8875/8861 Email: email@example.com / Email: firstname.lastname@example.org This press release was distributed by ResponseSource Press Release Wire on behalf of Pleon in the following categories: Consumer Technology, Personal Finance, Business & Finance, Computing & Telecoms, for more information visit https://pressreleasewire.responsesource.com/about.