More New-Vehicle Shoppers Are Considering SUVs, J.D. Power Finds
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Older Consumers Continue to Focus on Safety Performance
TOKYO: 13 Sept. 2017 — More new-vehicle shoppers are considering purchasing SUVs than ever before, according to the J.D. Power 2017 Japan New-Vehicle Intender StudySM (NVIS), released today.
The study, now in its third year, examines consumers’ perceptions of vehicles and the purchase behaviors among those who intend to purchase a new or used vehicle within the next 12 months. The study also measures purchase decision factors when considering a vehicle for purchase, brand recognition, favorability and impression, as well as consumer interest in new technologies.
“In 2017, most new-vehicle shoppers are looking at three major points when it comes to vehicle selection: safety performance, price and exterior design,” said Koichi Urayama, Director of the Automotive Division at J.D. Power, Tokyo. “Given the increase in importance of safety performance, it is more important than ever to ensure consumers understand how the performance technologies work and how to use them. Constant communication by manufacturers or dealers will be necessary throughout shoppers’ consideration-to-ownership life cycle—that is, from building awareness of their brands and models for shoppers’ consideration to an actual purchase and finally to the support after purchase.”
Following are some key findings of the study:
- In the 2017 study, 55% of new-vehicle shoppers consider an average of 2.4 vehicle brands for their next vehicle purchase. By gender, men consider an average of 2.5 vehicle brands, while women consider 2.2 brands.
- New-vehicle shoppers who cite SUV as a body type they want to buy increases by 4 percentage points to 31% in 2017 from 27% in 2016. By family structure, 34% of single shoppers cite SUV, which is the highest percentage, while 31% of two-generation households cite SUV, a growth of 6 percentage points from 25% in 2016 being the largest increase.
- For 10 of the 28 brands included in the study, more than 50% of new-vehicle shoppers say they would consider purchasing another available model if it is similar in appearance and performance to the vehicle they had initially intended to purchase.
- More than 4 in 5 (85%) new-vehicle shoppers view the manufacturer or dealer’s website on personal computers, while 35% use smartphones. Additionally, shoppers younger than 60 years old use smartphones more frequently than in 2016.
The 2017 Japan New-Vehicle Intender Study is based on 10,000 responses. The online survey was conducted from late June through mid-July 2017.
About J.D. Power in the Asia Pacific Region
J.D. Power has offices in Tokyo, Singapore, Beijing, Shanghai, Malaysia and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries in the Asia Pacific region. Together, the six offices bring the language of customer satisfaction to consumers and businesses in Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand and Vietnam. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer. Information regarding J.D. Power and its products can be accessed through the internet at japan.jdpower.com.
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