What Consumers Really Want: Key Features Driving Car Purchases | Blog | KLA

Introduction: Understanding What Drives Car Purchases

In the rapidly evolving automotive market, consumers are navigating a variety of factors when deciding which car to purchase. While design and brand reputation are essential, data reveals that practical features like safety, fuel efficiency, and basic amenities are top priorities for today’s car buyers and Key Features Driving Car Purchases. According to recent insights from YouGov Profiles, consumers’ preferences and purchasing behaviours are shaped by both their personal needs and the available resources relied on for information. This blog delves into these findings, highlighting the key features that influence consumer decisions, exploring strategic implications for automakers and dealerships.

Safety First: The Top Priority for Car Buyers

Safety is a non-negotiable factor for the vast majority of car buyers. According to YouGov Profiles, 85% of South Africans emphasise that their car should be equipped with as many safety features as possible. This strong preference reflects a consumer base that values peace of mind on the road. Features like airbags, anti-lock braking systems (ABS), stability control, lane departure warnings, and advanced driver-assistance systems are increasingly standard in many vehicles, and this is clearly aligned with consumer expectations.

For automakers, this insight reinforces the importance of highlighting safety features in marketing and product information. By emphasising a vehicle’s safety standards and cutting-edge protective technologies, brands can appeal to safety-conscious consumers who view these features as essential. Additionally, dealerships can educate customers about the safety innovations included in different models, reinforcing the value of the investment.

Basic Features Are Essential in Base Models

Beyond safety, YouGov Profiles shares that 82% of South Africans say they always check that a car’s basic version has the necessary features they need, such as air conditioning. This reveals a practical consumer mindset, where value is associated with convenience and comfort even at the base level. A car’s entry-level model that includes air conditioning, power windows, a high-quality infotainment system, and essential safety features is seen as providing better value.

This insight suggests that manufacturers should ensure that their standard models are equipped with basic, desirable features. Automakers who provide well-rounded base models can enhance perceived value and capture consumers who might otherwise feel compelled to consider pricier versions just to meet their basic needs. This strategy can also help attract first-time car buyers and budget-conscious consumers.

Fuel Efficiency: A Major Concern for Buyers

With rising fuel costs and a growing focus on sustainability, 80% of consumers prioritise fuel consumption when purchasing a new car (YouGov Profiles). Fuel efficiency is not only economical but also environmentally conscious, aligning with global trends toward reducing carbon emissions. Consumers increasingly value vehicles that offer more mileage per gallon or employ hybrid and electric technology to reduce fuel costs and environmental impact.

For automakers, focusing on fuel efficiency offers a competitive advantage. By developing and promoting models that are fuel-efficient or offer alternative powertrains, such as electric or hybrid vehicles, brands can appeal to cost-sensitive and eco-conscious consumers alike. Highlighting cost savings on fuel and reduced environmental impact will resonate with consumers looking to make financially and ethically sound choices.

Engine Power and Performance Appeal to Car Enthusiasts

While practicality reigns supreme, 79% report that they like a car with a powerful engine, underscoring the appeal of performance for many buyers. A powerful engine is associated with enhanced driving pleasure, better acceleration, and the ability to handle various driving conditions comfortably.

This preference suggests that there remains a robust market for vehicles that offer high performance, even as consumers also seek efficiency. Automakers can address this by developing engines that balance power with efficiency, appealing to a broad spectrum of consumers. For example, turbocharged engines that deliver power on demand while remaining fuel-efficient are becoming increasingly popular. Showcasing performance capabilities in marketing can attract consumers who prioritise a thrilling driving experience.

Preference for Foreign-Made Cars Over Local Brands

Quality perceptions also play a significant role in the purchasing decision, with 56% of consumers agreeing that foreign-made cars are of better quality. Foreign brands are often associated with durability, advanced technology, and premium finishes, making them attractive options for consumers seeking reliable, high-quality vehicles.

This presents a challenge for local car manufacturers, who must work to shift consumer perceptions and demonstrate the quality of their products. By emphasising features such as craftsmanship, innovation, and durability, domestic brands can compete more effectively with foreign counterparts. Providing longer warranties, comprehensive maintenance packages, and superior customer service can also help reinforce the value of locally manufactured cars.

A Smaller Yet Significant Demand for Locally Made Cars

Despite a preference for foreign-made cars, 40% of consumers still prefer to buy cars made in their own country. This preference may be driven by a sense of national pride, the accessibility of parts and service, or the desire to support local industries. Locally made vehicles are often perceived as more compatible with local driving conditions and easier to maintain, making them appealing to those who value convenience and community support.

Local manufacturers can tap into this sentiment by highlighting the benefits of buying domestically. Marketing messages that emphasise support for local jobs, contributions to the national economy, and suitability for local environments can appeal to this audience. Additionally, partnerships with local service providers and offering competitive after-sales services may encourage consumers to choose domestic brands.

Market Outlook: New vs. Certified Pre-Owned and Used Car Intentions

Looking ahead, consumer intentions around car purchases show diverse interests. In the next 12 months, 50% of South African consumers plan to buy a new car, while 23% are considering a certified pre-owned vehicle and 20% are planning on buying a used car. These figures indicate strong demand across both new and pre-owned segments, with certified pre-owned options appealing to buyers seeking affordability with assurance.

For dealerships, this breakdown suggests the need for flexible inventory strategies that cater to both new car buyers and those interested in certified pre-owned options. Certified pre-owned vehicles, in particular, provide consumers with a balance of reliability and cost savings, making them an attractive choice. By offering warranties, certifications, and financing options, dealerships can appeal to consumers across the buying spectrum.

Top Websites for Car Research and Comparison

The internet plays a significant role in the car-buying journey, with 33% of respondents using Auto Trader for research, followed by 19% each for Wheels24 and WeBuyCars.co.za, 18% for cars.co.za, and 17% for TopCar. These platforms serve as essential resources for consumers to compare prices, features, and reviews before making a decision.

For dealerships and automakers, having a robust online presence on these platforms is crucial. By optimising their listings and ensuring up-to-date information, brands can meet consumers at the research stage, guiding them toward making informed purchase decisions. Engaging with consumers through these platforms and providing interactive, informative content can also improve brand visibility and influence potential buyers.

Switching Car Insurance Providers

Car insurance preferences also play a role in the car ownership journey, with 14% of consumers planning to switch their insurance provider within the next year. This behaviour is often driven by the search for better rates, improved coverage, or enhanced customer service. For car dealerships, this trend offers opportunities to collaborate with insurance providers to offer exclusive packages for new buyers, creating added value for customers while potentially increasing sales.

Automakers and dealerships could consider partnerships with insurance companies to offer bundled deals that simplify the car-buying process. Such collaborations can add a layer of convenience for consumers and make purchasing a new or certified pre-owned car even more appealing.

Conclusion: Strategic Insights for Automakers and Dealerships

When it comes to purchasing a car consumer preferences reveal a strong focus on safety, essential features, fuel efficiency, and quality, according to data from YouGov Profiles . For automakers, this underscores the importance of integrating these core features into their offerings and effectively communicating them to potential buyers. Dealerships can benefit from aligning inventory and services to meet the needs of both new and pre-owned car buyers, while also strengthening their presence on popular research websites.

In today’s competitive market, brands that address these consumer priorities—such as safety, practicality, and value—can better capture the attention of prospective buyers and build lasting relationships. By adapting to consumer insights and trends, automakers and dealerships can stay ahead of the curve supporting strategic decisions in a dynamic automotive market.

Methodology:

Profiles: Segmentation and media planning tool. YouGov Profiles makes it simple to find and understand the audience that matters most to you. With data collected daily, it gives you the power to build and customise a portrait of your consumers’ entire world with unrivalled granularity. More than 12,500 variables are available in South Africa.

Dataset: 2024-10-20

Nationally representative sample of South African adults with access to the internet, aged 18+

n ~ 5529