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Diving into the Mind of Car Aficionados
Car enthusiasts have a special place in their hearts for their vehicles, whether it be out of necessity, work, leisure, a means of income, or simply passion. The journey to acquiring the perfect car is filled with important considerations such as vehicle safety, brand reliability, mechanical quality and the brand's relationship with customers.
A Revealing Study: The Profile of Car Buyers
In order to decipher the habits and preferences of potential car consumers, UOL carried out a comprehensive survey, named “UOL Mercado de Autos”. This study was conducted by the Consumer Insights team, which collected and cross-referenced data from TGI Kantar IBOPE Media and the UOL website audience.
Among site visitors, 50% expressed the intention to purchase a car in the next two years. The main reason for this intention is the need to replace an existing vehicle (36%), while 19% want to buy an additional vehicle. Surprisingly, 33% are aspiring car owners planning to buy their first vehicle.
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The Taste for Direction and Favorite Brands
Interestingly, the research also shed light on consumer behavioral characteristics and preferences. The data revealed that 69% of respondents have a great passion for driving, 64% are looking for a vehicle that is fun to drive, and 59% have an adventurous spirit.
When it comes to car brands, Chevrolet leads purchase intentions with 20%, followed by Fiat (19%), Volkswagen (16%), Honda (10%), Toyota and Ford (both at 6%) and Hyundai (5%).
The Importance of Sustainability in the Automotive Market
Consumers have demonstrated a growing environmental awareness. About 90% believe that companies should help consumers to be more responsible for the environment, 88% are concerned about pollution and car congestion, 85% are willing to pay more for a sustainable product and 80% would be willing to change their lifestyle for the benefit of the environment.
The CEO of UOL Content and Services, Paulo Samia, points out: “Consumer buying habits have evolved a lot in recent years. Brands should invest in communication that creates a connection with the consumer and reinforces topics that are most relevant to them, such as sustainability, which has been gaining more and more strength, especially in the automotive sector".
