Canadians usually decide to buy cars due to various life changing moments – this is how we, the marketers like to think. But this doesn’t only apply to the Canadian car buyer. It’s a universal truth, and applies globally.
Buying a vehicle is an importance decision and the triggers for buying one are different for everyone – they can vary from a young professional getting a promotion, to a couple having a baby.
And then there is also the luxury car market, that attracts its buyers purely based on aspiration and status symbol (and performance too).
So whether someone’s looking for a reliable used car or a brand new (zero-meter) one from their local dealer, what do they really value? According to GfK (a research company) the one most important attribute that Canadian car buyers singled out in a survey they conducted was reliability.
83% Women and 77% Men agreed that “reliability” is very important when deciding to purchase a vehicle
Canadian drivers don’t want their vehicles breaking down on them while they are on the road – plus the frustration, time and financial cost they would have to bear in that case.
You know what? I’m not surprised. Its kind of true that a car truly becomes a companion in our daily endeavours. The last thing I’d want on one of the bad days of my life, would be my car giving up on me.
The second most important attribute that Canadians look for when buying a car is safety in an event of an accident (80% females and 65% males seem to agree).
3rd most important deciding factor that drives consideration for a Canadian auto buyer was fuel efficiency (75% Canadian women consider fuel efficiency and good mileage an important factor vs 65% Canadian men), followed by environmental-friendliness (40% women vs 34% men).