Pricing beats brand loyalty for car buyers, according to eBay Motors Group

Price still trumps brand loyalty when consumers are searching for their next car online, according to the latest Consumer Insight Panel study by eBay Motors Group. 

The research asked buyers to list their top three filters when starting an online search for a car.

Price emerged as a clear priority for over half (53%), followed by make and model (35%), fuel type (31%) and mileage (30%). 

Other key first wave search considerations included age (28%), transmission (15%), body style (14%) and engine size (14%). 

Emissions were the lowest consideration, accounting for just 3% of initial searches. 

The independent research, which polled the views of over 2,000 in-market buyers, also identified the secondary criteria cars buyers applied after their preferred three filters.

Topping the list was age (27%), followed by mileage (26%) and fuel type (25%). 

Brand loyalty not an overriding consideration

Lucy Tugby (pictured), marketing director of eBay Motors Group, said: “The survey reveals just how focused car buyers are on price and getting the best possible value for money, right from the start of their search.

“It also highlights how flexible buyers are on make and model to keep within their budgets. 

“For most consumers buying a car is an infrequent purchase which is why their main starting point is price; they want a cost-effective and easy to find solution to their motoring needs. The challenge for dealers is to present prices as part of the overall value they can offer customers.”