May 6, 2004


‘Price’ tops list of concerns for new car buyers

Toronto, Ontario – According to a new Ipsos-Reid survey conducted on behalf of Hyundai, when asked which three of seven factors are most important to them when they are planning to purchase or lease a vehicle, “price” (68%), “reliability” (62%), and “safety” (50%) top the list.

Three in ten Canadians say “the manufacturers warranty” (30%) and/ or “comfort” are among the three factors most important to them in their purchase decision, while approximately two in ten say “brand” (22%) or “style/image” (17%). The remaining 2% “don’t know.”

Canadians 18-54 years of age (71%) are more likely than their elders (61%) to cite “price” as one of the top three factors, while Canadians 55 and older (36%) are more likely than those who are younger (28%) to cite “the manufacturer’s warranty.” The propensity to say “style/image” decreases with age (25% 18-34; 16% 35-54; 9% 55+).

Women are more likely than men to cite “safety” (57% vs. 42%), while men are more likely than women to cite “brand” (28% vs. 16%) and “style/image” (21% vs. 13%).

Canadians with at least some post secondary education are more likely than those with a high school education or less to cite “price” (72% vs. 60%) and “reliability” (67% vs. 53%), while those with a high school education or less (37%) are more likely than those with at least some post secondary education (27%) to cite “the manufacturer’s warranty.”

One-third (34%) think a vehicle is high quality “if it gets positive reviews in the media,” 31% say “if friends or family recommend it,” and another 31% say “if it has a long and comprehensive warranty” (4% “don’t know”).

Residents of British Columbia (41%) and Atlantic Canada (36%) are more likely to think a vehicle is high quality “if it gets positive reviews in the media,” residents of Saskatchewan/Manitoba (37%) are more likely to think say “if friends or family recommend it,” residents of Quebec (37%) are more likely to say “if it has a long and comprehensive warranty,” while residents of Alberta and Ontario are more divided.

Canadians 18-34 years of age (39%) are more likely to think a vehicle is high quality “if friends or family recommend it,” Canadians 35-54 years of age (41%) are more likely to say “if it gets positive reviews in the media,” and Canadians 55 and older (37%) are more likely to say “if it has a long and comprehensive warranty.”

Canadians with an annual household income of $60,000 or greater (40%) are more likely than those with less (29%) to think a vehicle is high quality “if it gets positive reviews in the media.”

These are the findings of an Ipsos-Reid/Hyundai poll conducted between March 26th and March 28th, 2004. For the telephone survey, a representative randomly selected sample of 1000 adult Canadians was interviewed by telephone. With a sample of this size, the results are considered accurate to within

Connect with Autos.ca