It’s probably the most important question a car buyer will ask, but what is the query that drives a purchasing decision according to new research?
With new technology, alternative fuels and a mind-boggling range of driving categories it can often be a confusing mission when visiting the car showroom, but according to a new study from automotive video company CitNOW, the discerning driving public has a clear question on their mind - how is the car powered?
Whereas 30 years ago there may have only been one choice, petrol, drivers now have a range of options, including the unfashionable diesel to the alternative options such as plug-in hybrids and all-electric.
According to the research, 43% of car buyers now see the choice between petrol, diesel, hybrid and electric as the most important factor - more important than how the car actually drives.
Not all of the country believes that to be the most important question - there is a North/South divide on attitudes, though not in the favour which many may guess. It is actually northerners who are more concerned with the powertrain, with Londoners preferring to know how a car drives. That may surprise some, particularly as the Ultra Low Emissions Zone will surely have a major factor in car purchases over the next few years.
Older drivers are also more concerned with the fuel choices, with younger drivers main concern being insurance costs.
Carol Fairchild, CitNOW Commercial Director commented: “A car is one of the biggest purchases anyone will make; with so much choice and new technologies available it’s a harder decision than ever.
“Consumer knowledge of EVs and hybrids is nowhere near as extensive as conventional cars, and retailers have an opportunity to inform buyers during the customer journey. This is where video can become a crucial tool for retailers, not only giving the sales team a useful touch point with customers but offering a platform to properly inform them and debunk any misconceptions they might have about the technology, range or infrastructure.”