Covid-19 has changed brand perceptions for four out of 10 car buyers
Nearly four out of 10 people are more inclined to buy from a manufacturer that has supported frontline workers during Covid-19,
– Nearly four out of 10 people are more inclined to buy from a manufacturer that has supported frontline workers during Covid-19, What Car? finds
– Survey of 5998 in-market buyers also shows 14.1% are now considering a brand they hadn’t previously, after seeing Covid-19 responses
– More than a quarter of buyers are now more inclined to purchase from UK brands or manufacturers with UK production facilities
– To find your next car, visit: www.whatcar.com/new-car-deals
Nearly four out of 10 car buyers (38.9%) are more inclined to purchase from a manufacturer that has supported frontline workers during the Covid-19 pandemic, according to new research by Britain’s leading new car buying platform and consumer champion, What Car?.
The What Car? survey of 5998 in-market buyers also found that Covid-19 has caused 10.9% of car buyers to change their perceptions of a manufacturer, with 14.1% saying responses to the pandemic have caused them to consider a brand that wasn’t previously on their shortlist.
The UK automotive industry responded in force to the pandemic in early March, with factories shifting production to help manufacture essential hospital equipment, while many retailers used demonstration vehicles to deliver food and medicine to the vulnerable.
What Car?’s research highlights how these actions have helped change consumer perceptions about brands, with more than a quarter of car buyers also keen to purchase from UK manufacturers or companies that have factories in the UK.
Rachael Prasher, Managing Director of What Car?, said: “Brand perceptions are incredibly difficult to influence and change. Many people buy the same vehicle make for years because that’s what they’ve grown up with.
“Yet how manufacturers have responded to the Covid-19 pandemic has clearly influenced how buyers perceive them, and importantly, has caused many to consider a brand they would have previously overlooked. Our research shows just how important a good Corporate Social Responsibility strategy is in today’s economy.”