J.D. Power’s Top 4 Reasons to Avoid

So what is it that turns customers off of—or away from—a vehicle?

So what is it that turns customers off of—or away from—a vehicle?

According to the researchers at J.D. Power and Associates, the number-one reason for avoiding a vehicle is that it is an ugly car. They’ve found in their “Avoider Study,” which “examines the reasons consumers fail to consider—or avoid—particular models when shopping for a new vehicle,” that 35% of new-vehicle customers cite exterior design as their number-one reason not to get a particular model.

Which should be helpful to all of you exterior designers who may be looking for a raise this year.

The other key factors cited:

  • Too expensive
  • Poor perceptions of reliability (Said Kerri Wise, director of Automotive Research at the firm: “Recent safety recalls have clearly caused some consumers to be hesitant in considering certain brands. In contrast, consumer concerns about the staying power of some domestic brands have been alleviated—following a swift move through bankruptcy proceedings—and due to the beginnings of a recovery in the automotive market.” Hmm. . .wonder what companies she’s talking about. . . .)
  • Dislike interior styling (OK, this is your chance, interior designers, to hit up the boss)
  • Bad reputation of the manufacturer.

And the owners of luxury brands note that they’re not encouraged by what are often exceedingly high maintenance costs—which goes a long way to explaining why more of these vehicles are being offered with free maintenance plans.

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On the plus side, they’ve found that redesigned cars—like the Cadillac SRX—can provide a reason not to avoid.