The sales of new cars in the UK are declining, following years of consistent growth. Every motoring expert seems to have their own theory why this is happening, but many of these are contradictory. No wonder we’re all so confused.
In search of clarity, HPS MM-Eye went in search of the consumer’s perspective. After all, we believe that consumer truth empowers businesses to make the best possible decisions.
We interviewed 1,000 car owners who had purchased between 2013-2016, and were likely to be thinking about buying a new vehicle.
We asked about their current plans to purchase, factors that were influencing their decision, their attitudes to the different fuel types and initiatives that might persuade them to commit to a model.
We identified four types of new car buyers with different outlooks, motivations and barriers to purchase. The results, encapsulated in the infographic below, highlight how brands and retailers can still find opportunities in these challenging times.