It may be vehicle styling and performance that South African motorists are most passionate and vocal about, but when it comes to putting down their money it’s safety that trumps every other buying decision.
According to a survey by RamsayMedia Research Solutions (RMRS), South African drivers think safety items are more important than any other features in a vehicle, outweighing performance, economy, comfort and styling.
The inaugural SA AutoBrand 2011 Survey compiled data from 5 700 respondents and is said to be the biggest and most comprehensive stand-alone survey of its kind ever conducted.
Of the respondents, 38 percent said that safety features such as airbags, ABS, ESP, Isofix child-seat anchorages, blind-spot monitors and active collision warning comprised the number one deciding factor when choosing a new car.
Safety was followed by performance features such as quick steering, high-performance tyres, powerful engine, sports exhaust, sports shift transmission and adjustable suspension – with 31 percent of the vote. Ranking much lower in importance were economy features, security, convenience features, exterior and interior styling.
“The sample in the SA 2011 AutoBrand Survey represents the segment of South Africans who are both interested in and knowledgeable about motor vehicles,” says General Manager of RMRS, Andrew Stodel. “These are the major purchase decision-makers and influencers in the market. One could not wish for a more informed or expert base of respondents, and their opinions count strongly in driving new car brand share.”
The SA AutoBrand 2011 Survey measures customers’ satisfaction as well as their needs and factors influencing purchase in respect of every automotive brand and model currently on the market. The survey encompasses all vehicle categories, including entry-level to luxury passenger cars, performance cars, MPVs, SUVs, pick-ups and panelvans. -Mercury Motoring