Survey: Driving experience matters more than the logo on the car
What defines a luxury or high-end vehicle? Is it simply the brand name and the logo on the front? Apparently, four out of five buyers (81%) believe it depends more on the driving experience, including comfort, performance, and user-friendly technology.
That's what a new survey commissioned by Mazda's North American division reveals.
When asked about their priorities, 93% of respondents said they would prefer a vehicle that offers more features they consider essential, rather than a so-called luxury model that costs several thousand dollars more. By “more,” they specifically mean space and practicality (40%), value for money (36%), as well as cutting-edge technology, driving comfort, and performance (30% each).
Prestige doesn't seem to matter much. About one in five people (19%) believe that the emblem on the vehicle makes a difference, and just 7% mention status or social recognition.
Interesting fact: Safety is also emerging as a key luxury criterion. Three-quarters of buyers view active safety and driver-assistance systems as good indicators of a vehicle’s quality.
“Drivers are now focusing on what truly enhances their everyday driving experience,” says Jennifer Morrison, Director of Vehicle Safety Strategy at Mazda North America. “Comfort, safety, and features that are useful in daily life take precedence over brand names, and people are increasingly realizing that you don’t have to pay a high price to get an exceptional vehicle.”
Other survey results back this up. For example, 76% of respondents believe that the premium price tag associated with a traditionally so-called luxury brand isn’t worth it, and 83% think that choosing a mainstream brand that offers a high-end experience is a wiser choice. This sentiment aligns directly with the approach Mazda has taken in recent years: focusing on quality and refinement to stand out from the crowd, with prices well below those of BMWs and Lexuses.
What if money weren't an issue—say, because you won $100,000 in the lottery? Only 46% of consumers surveyed would spend it on an expensive luxury vehicle.
