Survey finds almost 25% of motorists choose a new car based on advertisements

Car magazine

The automotive dispute resolution body, The Motor Ombudsman, has once again carried out its annual New Car Code of Practice survey and has discovered that almost 24 per cent of new car buyers are influenced by an advertisement when it comes to purchasing a new model.

Whether the advert is watched online or on TV, or seen in a magazine/newspaper, consumers are often swayed towards a particular model after watching or reading an advertisement, according to the findings.

As part of the annual study, the automotive body analysed the new car consumer experience and customer satisfaction amongst motorists who have frequented one of the franchise dealerships belonging to any of the 38 automotive manufacturers accredited to The Motor Ombudsman’s Chartered Trading Standards Institute (CTSI)-approved New Car Code of Practice.

In the UK, more than 99 per cent of all new car purchases are covered by the Motor Industry Code.

The annual survey involved questioning around 2,400 people and showed that male purchasers and those in the 17 – 25 age bracket are most likely to buy a car after seeing or reading an advertisement, whereas those approaching their thirties and drivers aged between 40 – 55 are the groups less likely to act on an advertisement.

The survey discovered that 93 per cent of cars purchased by the participants lived up to the advertisement’s content. Customer satisfaction proved positive amongst the respondents, with an average 4.8 out of 5 for vehicle satisfaction. It also showed the those in the over 65 age group were the happiest with their car purchase.

Manufacturers scored well when it came to further assistance as well, with customers giving them a grand total of 4.7 points.

Those taking part in the survey were asked to answer in specific detail about their purchase and it was the condition of the vehicle when collected or delivered which scored highest with 4.8 out of 5, whilst customer assistance and staff knowledge scored 4.7, the same score as last year.

The warranty terms and conditions and how they are explained to consumers scored the lowest of all with 4.5, the same result as 2015.

Chief Ombudsman and Managing Director of The Motor Ombudsman, Bill Fennell, says that consumers today are surrounded by advertisements in some form or another, encouraging them to buy a specific product, but he warns that despite the fact that these advertisements can help to influence our choice of car, motorists should also check that the retailer is fully accredited to a known CTSI-approved Code of Practice before purchasing.

What the study has shown once again with its high scores, is how valuable it is that franchise dealers and car manufacturers conform to a Motor Code – a positive result for both the consumer and the automotive industry.