Not only financial convenience for the purchase but also product quality are the key factors which, together with the reputation of the brand on the market, determine the choices of Italians when looking for a new car.
These are some of the data that emerge from new research by Areté.
During the month of January, the company specializing in strategic consultancy investigated the reasons that guide consumers' choices in purchasing a new car.
The result highlights that 9 out of 10 Italians base their decision on the brand's reputation on the market and for this reason acquire information on the brand before buying it.
Almost 3 out of 10 Italians, based on the research entitled "How important is the value of the brand in choosing a car?", no longer consider it necessary to enter the dealership to see and touch the car firsthand and say they ready to buy it on a digital platform.
73% of the sample considers the financial offer and the quality of the product to be the two key elements in choosing a new car, placing the economic reasons for accessing an asset at the centre, as well as the focus on the product, rather than on performance and aesthetics as happened in the past.
Furthermore, for 8 out of 10 Italians, an important role in choosing a new car is also played by the evaluation of the after-sales assistance service.
Customers want efficient and fast assistance in carrying out services and repairs.
3 out of 10 interviewees say they are ready in the near future to buy a car of any segment on an online platform, foregoing entering the dealership to touch the car first-hand, gather more information and start the negotiation with the dealer in person.
In terms of personal data, the propensity towards digital does not change as the age of the interviewees changes and concerns equally more and less young people.
"Our new instant survey - underlined Massimo Ghenzer, president of Areté - highlights that the reputation of automotive brands remains central in purchasing decisions, in addition to the fact that consumers' willingness to evaluate a car buying and selling process is significantly increasing fully digital car is good. These are two elements that should push car manufacturers to redefine their strategies."
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