What triggers the decision to buy an SUV?
Brand perceptions and key decision factors are essential for automakers. The recent study by Brand Watch revealed the factors that result from purchasing an SUV.
The latest series of reports from Kelley Blue Book and Kelley Blue Book Marketing Research, Brand Watch, reveals the two most important drivers of luxury SUV buyers: comfort and driving performance. For non-luxury SUV buyers, deciding factors include fuel efficiency and durability / reliability. In the middle of both luxury and non-luxury consideration factors is safety.
Among non-luxury SUV buyers, Toyota Motor Corp. emerged on the top list for fuel efficiency, durability or reliability and safety and these are known to be the top three factors of consideration in the segment. Toyota has established a good name when it comes to manufacturing quality auto parts like engines, radiators, suspension, and brakes. The automaker may not be using EBC Redstuff, but their vehicles are performing well. The automaker is also known for its refined hybrid technology.
Brand Watch also asked respondents for their opinions and perceptions of up to 17 different attributes specifically associated with SUVs. Additionally, SUV buyers were asked to not only rank these attributes in importance, but also rate each automaker based on those essential factors. The difference in price between those who consider luxury SUVs and those that are not luxury pushed the top five attributes in the segment that involves the two groups to be almost opposites.
“Buyers who can afford a luxury vehicle can also afford gas at $ 3.50 a gallon and are far more concerned with performance and driving comfort than fuel efficiency and reliability,” said Jack R. Nerad, executive editorial director and also a market analyst executive. “Those concerned about fuel efficiency and reliability are much more cost-conscious overall and less likely to consider a luxury vehicle.”
GMC’s luxury Denali lineup topped the rankings for seating, towing and family-friendly capacity in the luxury SUV buyer group. However, the study showed that it tied for last place with Saab when it comes to brand prestige and status. In the prestige and brand status category, consumers placed Mercedes Benz at the top. In terms of brand prestige and consumer perception, HUMMER and Cadillac were very close to Mercedes-Benz among luxury SUV buyers. And while Hummer ranked top for brand and prestige, the military-style vehicle ranked last in luxury and sophistication, with Mercedes-Benz again taking the top spot.
Brand Watch also revealed that Toyota and Honda rose in most attribute categories, including comfort, reliability and safety in the non-luxury group of purchases. However, when it comes to layout / design, style and versatility / flexibility, those looking for non-luxury SUVs rate Ford the highest.
“Shoppers’ brand / model choices in the marketplace are clearly influenced by brand perceptions and brand-level campaigns,” said Rick Wainschel, vice president of marketing research and brand communications for Kelley Blue Book. “It appears that the brand campaigns run by some of the national luxury SUV brands are paying off.”
Brand Watch reaches more than 12,000 active and in-market buyers each year to participate in its study and convey their perception of vehicle brands within specific automotive segments.