Würzburg, December 18, 2008
Hardly anyone wants to do without comfort features such as air conditioning or safety systems such as the Electronic Stability Program (ESP) when buying a car. However, anyone who buys a car for less than 10,000 euros usually has to pay extra for such features or they are not even supplied. "I wouldn't buy a cheap car because of the low quality", say two thirds of drivers. However, three quarters of car owners also believe that "with today's car prices, you are forced to look for cheaper cars". This was the result of a survey conducted by the expert organization KÜS and the trade magazine "kfz-betrieb".
Every second respondent fears that a low-cost car is a safety risk for the occupants. On the other hand, a vehicle such as the Dacia Logan for 7,200 euros would "generally be an alternative purchase" for a third of drivers. Drivers of French brands (51 percent) and people under 30 (46 percent) are particularly inclined to buy cheap cars.
The main reasons for buying a bargain are the low maintenance and repair costs (78%) and the low household budget (72%) of consumers. Two thirds of those surveyed could imagine using a low-cost vehicle mainly for short journeys. However, three quarters of car buyers would prefer to buy an equally expensive used car from an established brand instead of a new low-cost car.
For a good quarter of drivers, it is clear that they will choose a smaller vehicle than their current one when making their next purchase. For 65 percent of respondents, small cars such as the VW Polo, Opel Corsa and Ford Fiesta are "generally among the alternatives".
Experts comment
Eckhard Brandenburg, Senior Consultant at BBE Retail Experts Unternehmensberatung
"In view of rising car costs and the looming economic downturn, cheap cars are on everyone's lips. The attitudes of end consumers towards these vehicles differ significantly in some cases. Around three quarters of drivers are looking for cheaper cars due to today's vehicle prices. However, two out of three respondents would not buy a cheap car because of the lower quality. Every second respondent is even of the opinion that these cars represent a safety risk. However, a third would consider a cheap car as an alternative purchase. In terms of awareness of low-cost cars, the survey shows that the Dacia brand and the Logan model in particular have established themselves as a synonym for a low-cost car among drivers. All other brands follow far behind. So it can be stated: Low-cost cars continue to polarize drivers, but they have arrived on the market. If income levels continue to diverge as a result of the looming economic crisis, they will become increasingly important in the vehicle market."
Peter Schuler, Federal Managing Director of KÜS
"Three quarters of those surveyed are looking for cheaper cars. Who can blame them in these difficult times. This survey result is also clear: two out of three drivers would not buy a cheap car because of the lower quality. The topic of small cars as an alternative purchase is more than present. What is particularly interesting is that most respondents do not want to buy a new car because they do not need it. This is their main argument - far ahead of the argument of a lack of budget. This may raise the fundamental question of whether manufacturers should adjust their sales targets. According to Trend-Tacho, just three percent of those planning to buy a new car would postpone this purchase due to the uncertain economic situation. So where can we go from here? New and intelligent concepts in the development and construction of cars as well as advanced service concepts may be required. Stubbornly continuing as before will probably not help anyone. But one thing is clear: Germany is a car country and will remain so."
The complete study with the survey results can be ordered for 49 euros by e-mail: info@kfz-betrieb.de
Information on the study
The representative survey was carried out by ABH Marketingservice and BBE Retail Experts Unternehmensberatung. A total of 1,000 randomly selected car drivers who are responsible for the repair and maintenance of their vehicle were surveyed nationwide.
You can find the Trend-Tacho archive at www.trend-tacho.de. The graphics are also available for download there.
"kfz-betrieb" is a trade magazine published by Vogel Auto Medien, Würzburg. The most widely read trade magazine in the automotive industry has been informing the automotive trade and service sector for 97 years. "kfz-betrieb" is the official organ of the German automotive trade (ZDK), the professional lobby for over 40,000 car dealerships and workshops. Daily news from the entire automotive industry can be found at www.kfz-betrieb.de and in the daily newsletter.
If you have any questions, please contact
Norbert Rubbel
Editorial office "kfz-betrieb" weekly journal & online
Service & Technology Department
Vogel Auto Medien GmbH & Co. KG
97064 Würzburg
Tel. 0931 418-2634
E-mail: norbert_rubbel@vogel-automedien.de
