News Published on : 10-Jan-2022 15:52:27

Women and electric car owners are more likely to stick to their guns on initial model choices than any other segment of car-buying customers. The finding comes from Driver Power Britain s biggest survey of car buying behaviour. Driver Power dives into the hearts and minds of up to 60 000 car buyers annually to understand which factors shape their decisions and choices. It also reveals that men are more likely than women to consider a wider range of models when shopping for a car. According to a snapshot of 1 245 people questioned who bought their current car within the past two years 19% settled on the model they were initially interested in and did not consider any others. But in the case of women this figure rises to 26% with a similar proportion for those who currently own an EV. In general car buyers are most likely to work from a shortlist of three or four models - the figure reported by 50% of the sample. The third most common response reported by 14% of buyers was to have considered just one other model before buying their existing car. But potentially most significant for manufacturers and dealers is that those people who bought new or chose an electric vehicle consistently picked from fewer competing choices. This suggests that in the growing practice of ongoing customer contact and relationship building concentrating on previous new car buyers EV owners and women may deliver better returns on loyalty.