Price is key factor for new car buyers

Drivers think carefully about how much they can afford before they step through the showroom door

A car's price and performance outweigh the persuasiveness of showroom staff when consumers look for a new vehicle, a survey showed today.

Of ten key factors, the salesperson finished tenth in the car-buying process, the poll found.

Price was the most important thing, followed by make and model, performance, economy and size of vehicle.

Based on responses from more than 1,000 motorists, the research revealed how most consumers have already decided what car they want to buy before they get anywhere near a car dealer.

Diamond Insurance managing director, Sian Lewis, said: “It's easy to get carried away and spend more than you should, but it seems drivers avoid this temptation by thinking carefully about how much they can really afford before they step through the showroom door.

"It's possible that salespeople's hard-sell tactics are falling on deaf ears with most drivers who, it appears, prefer to make informed decisions rather than be persuaded by salespeople working on the showroom floor."

Top ten factors for motorists buying a new vehicle

1. Price
2. Make and model
3. Performance
4. Economy
5. Size of vehicle
6. Design and style
7. Cost of insurance
8. Dealer reputation
9. Colour
10. Salesperson

What do you look for when buying a new car? Have your say on the Auto Trader Blog.