Magazine article Marketing

Brands Ride Price War Unscathed

Magazine article Marketing

Brands Ride Price War Unscathed

Article excerpt

The price wars that broke out in the UK car industry last summer had almost no effect in persuading consumers to switch car makes, according to a new report.

Despite discounts off the retail price of up to 10% by manufacturers such as Ford, Vauxhall, Volkswagen, Fiat and Nissan, only one in ten car buyers actually changed their loyalties during August, when "J" reg models came onto the market.

The findings are published from a survey of 210 new car buyers across the country. It was carried out by automotive marketing consultancy Harbour Wade.

The discounting did, however, tempt consumers to buy a different model car, or to bring their purchase forward. But more than half opted for incentives other than price cuts.

Low interest credit was used by one in three buyers, while three quarters of all buyers also opted for part exchange.

"Our survey shows that recommended list prices have become almost meaningless to car buyers", says Philip Wade. "Acquiring a car is all about striking a deal -- involving discount, finance terms, trade in price, free extras and other incentives such as cash backs. …

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