Wednesday, 28 March 2007
Study confirms that, no surprise, luxury SUV buyers prefer comfort and performance, while non-luxury shoppers want durability/reliability and fuel efficiency
Kelley Blue Book, a leading provider of real-world new and used vehicle pricing, has completed a report indicating the vehicle attributes valued by shoppers of both luxury and non-luxury Sport Utility Vehicles. To no one’s surprise, luxury buyers desire driving comfort and performance primarily, while non-luxury consumers favor fuel efficiency and durability/reliability. The number three concern for each group is safety, according to the study.
Respondents of the survey were also asked to rank individual manufacturers according to various criteria. For example, Mercedes-Benz came in first in the prestige/status category by luxury buyers, while GMC’s Yukon Denali won the seating capacity, towing and family-friendliness distinctions. Toyota and Honda both ranked high in terms of reliability, safety and comfort by non-luxury shoppers, while Ford triumphed in the layout/design, stylishness and versatility categories.
Analysis: This report is by no means earth shattering, but it does indicate that despite fluctuations in fuel prices, luxury buyers are willing to pay premiums for those attributes they desire most. Automakers are often publicly criticized for building certain vehicles that rub some people the wrong way, but the truth is that consumers ultimately make the decision via their checkbooks. Auto manufacturers interested in generating profits would be foolish to ignore these demands.
Source: PRNewswire
Image: Mercedes [2007 Mercedes ML320]