Why do people choose the cars that they do? I always wondered how people came to completley different conclusions about what car to buy than I did. And how some people value different brands completley differently. There is a new report out today that sheds some light on why people make those decisions that they do. Why they buy foregin vs domestic cars.
It states that once someone has decided if they will buy Import or Domestic they are not likley to change their mind. I wonder if this is because they have such different images and perceptions or because their cars are very different? Is there such a gap between the two types?
They also state that 50% of new vehicles bought are imports and 80% of people limit their pool of car candidates to only imports or only domestics. (I was one that considered both for a while but I’m back in the Domestic only camp now) It is also dismaying that it states that within that 20% that shop both, they only pick the domestic car as a second choice when the import doesn’t work out. It’s never because of the domestic being the best choice from the get go. Ouch.
They also say that these decisions are mostly based on “perceived” deficiencies, such as concerns about reliability, gas mileage or poor resale value. The reliability thing is always percieved because no one knows how a car will perform or stand up to the test of time until they drive it for a while or unless they have driven that model or maker before. Gas mileage is a number based on data, so if you percieve that rather than look it up, you’re an idiot. Poor resale value is not percieved either. It is easy to see that Toyotas and Lexuses are in high demand as used cars and keep more of their value by picking up an issue of auto trader or any cars.com flyer. So if you percieve that and don’t look it up you’re also an idiot.
I wish more people bought cars based on data and less on commercials, perceptions and what the idiot sales person says. In fact I never go into a dealer without knowing what car I want excactly and what price I want for it. You don’t have to accept any deal that you don’t want and you can always walk away because there are always more cars out there.
But if you are an import buyer and think Domestics suck, you should check out Buick. They match Lexus in quality and reliabaility and I think they are less gaudy and overdone as well. A more tastefully elegant car. Give Buick a new look.