Price remains top priority for global car buyers, study finds

A study by the Cetelem Automobile Observatory involving 15,770 motorists across 13 countries reveals that price remains the primary factor in vehicle selection. For new car buyers, 39% cite price as their top priority, while 52% of used car buyers prioritize it. Other significant factors include safety and reliability, whereas environmental impact and the country of origin are considered marginal concerns.

In France, 50% of motorists identify price as the leading criterion for new car purchases. While 48% of French consumers express a preference for national brands, 71% have previously abandoned a specific brand due to budgetary constraints. Furthermore, 51% of French drivers stated they are willing to purchase a recent or lesser-known Asian brand.

The research highlights a lack of consumer awareness regarding brand ownership; for instance, many buyers are unaware that MG and Volvo are owned by Chinese groups. National brand loyalty varies significantly by region, with the highest levels of attachment found in Japan (83%), Germany (53%), China (52%), and the United States (51%).