Ads influencing buying decisions

The annual New Car Code of Practice survey conducted by The Motor Ombudsman, the automotive dispute resolution provider, has found that around a quarter (24%) of consumers are swayed in their choice of a new car as a result of seeing an advert online, on TV or in print.

The annual study looks at the buying experience and satisfaction of motorists who have visited a franchise dealer belonging to any of the 38 vehicle manufacturers that are accredited to The Motor Ombudsman’s Chartered Trading Standards Institute (CTSI)-approved New Car Code of Practice. Its Motor Industry Code covers over 99% of all new car purchases in the UK.

The research, which polled nearly 2,400 people, showed that male buyers and 17 to 25 year olds are more inclined to take the plunge after seeing a commercial, whilst those approaching their 30s and motorists aged 40 to 55 are less likely to act on impulse.

Overall, the research found that 93% of cars that the survey participants bought matched the content of the advert, whilst respondents scored an encouraging average of 4.8 out of a maximum 5.0 for their satisfaction with their vehicle, with the over 65s proving amongst the happiest with their car. Customers also gave manufacturers a total tally of 4.7 where further assistance was needed.

When asked specifically about their purchase, the condition of the vehicle in which they received it, ranked highest in the study at 4.8, with the assistance and knowledge of sales staff considered impressive by motorists at 4.7 overall, which mirrored last year’s findings. The explanation of terms and conditions of the warranty achieved the lowest score of 4.5, which also echoed the result seen in the 2015 survey.

Bill Fennell, chief ombudsman and managing director of The Motor Ombudsman, said, ‘The study clearly shows the value of franchise dealers and vehicle manufacturers adhering to a Code, as scores have once again remained consistently high across the board, which is undoubtedly a very positive trend for consumers and the industry.’