Errors & Omissions in Car Buyers' Research

In my previous post I looked at Google reporting that before visiting a car dealer:

• 83% of car buyers research online.
• They visit on average over 18 information sources.
• 97% say they were influenced by their findings.

More generally,

• 70% of buyers read product reviews.
• 54% make product comparisons before visiting sales outlets.

What if they miss something or make a mistake?

The consequences of buying a car which turns out not to match the buyers' lifestyle or budget could be devastating. Surely a researcher needs some sense of purpose before reading a Ford Kuga review for example and will have considered what they already know and need to know so they know what they're looking for in a car.

What I've got for you here are some question to ask yourself and features to look for in a car. It's a guide to help you avoid missing an important point and making mistakes. Hopefully it will trigger more thoughts. Rather than think what's the best SUV car in the case of a Kuga, think what's the best car for you.

Ask yourself:

• what you like about your present car,
• what are the most important features,
• what improvements would you like?

Then ask:

• who drives the car,
• what do they use it for,
• what type of roads do they travel on,
• what do they carry in the car?
• How many miles a year does the car average?

This should give you a start in your research for your replacement car and needs. If you make a car comparison it will give you the differences and similarities in car features and may reveal things are not as you might think. Here are some car features and mistakes to avoid:

• Car prices are usually similar for the same body type and size. Differences can be found between value, popular and premium brands.
• Cars of the same body type, size and engine capacity normally rank closely for fuel consumption. These are lab' test figures and the DVLA advise you there may be no significant difference in real on the road conditions.
• Similar cars can have different load capacities and versatility you need to see for yourself.
• Difference in performance figures need to be significant to mean anything on the road. Other factors such as torque and gear ratios come into play. A test drive is vital.
• Safety. Any car with less than a 5-star Euro NCAP rating without ESP/ESC is less than the safest car you can buy.
• Diesel cars may be more economical but calculate at what total mileage you start to make savings over the added price you pay for the car compared with a petrol car with the same performance and trim. Some diesel cars are not viable from this point of view.
• Small differences in emissions may not seem significant but they are when multiplied by the millions of cars manufactured and the impact on our ecology is considered.
• Reliability is not a real issue with cars these days. Value brands rank very highly for customer satisfaction. Anything less than satisfactory with premium brands can be multiplied by expectations and price paid to dissatisfaction.
• The best car isn't necessarily a best seller. It's the one that best suits your purpose and purse.
• Comfort is often overlooked. If there is any disappointment with a car in may well be the car is not comfortable for you. It's not the car, it's your taste in comfort so be sure you feel at ease and happy on a test drive.
• Style is sometimes the only difference you'll find between cars of the same body style and size.
• Don't be persuaded by a deal. You'll forget the details within months. You have to live with the car for years. Find the right car for you and your budget then negotiate, price, finance and part-exchange deals.

97% of you may well be influenced by your research. We all believe the ideas in our own head. Write those ideas down on paper outside yourself and you'll then judge them as whether being true and useful as you judge a salespersons' talk and all things outside yourself.

Please accept all errors and omissions in this post - we all make them.

Regards
Ralph