A new report from Roy Morgan Research has revealed 80 per cent of Australia’s motorists hold fuel efficiency above high performance and safety as the most important factor when it comes to their vehicles.
Of the 15,140,000 motorists said to be on Australia’s roads, 72 per cent said they spend a lot of their time researching their options before purchasing a car. 69 per cent were found to only consider the large, popular manufacturers instead of taking the ‘risk of a lesser known make’, and 69 per cent put forward safety as their number one concern when deciding on a vehicle.
The research compared light vehicle drivers to large SUV drivers and found that more of those in the former (87 per cent) held fuel efficiency as a higher priority, compared with 73 per cent of SUV drivers. Drivers of both types of vehicles hold safety at the same level of importance (73 per cent), while more large SUV drivers will only buy a car with a proven track record (79 per cent, compared to 73 per cent).
“In today’s competitive automotive market, it’s essential for dealers and OEMs to understand how a motorist’s attitudes can influence what kind of car they choose. While most Australian motorists consider fuel efficiency and a proven track record to be priorities, the degree to which they feel this way varies significantly depending on the type of vehicle they drive,” Jordan Pakes, Roy Morgan Research Industry Director – Automotive, said.
“In 2014, the Hyundai i20, Mazda2 and Toyota Yaris led the way in the light car category sales, not surprising given all three models have a strong track record in Australia, 5-star safety ratings and efficient petrol engines.”
Pakes pointed out the Grand Cherokee as a big mover in the world of car sales, moving from the segment’s fourth-biggest selling model in 2013 to the number one in 2014, with approximately 16,582 sales. The growth in sales was attributed to “a unique and memorable advertising campaign combined with a strong new product.”
