A new research study by Ali & Sons, the official dealership for Volkswagen in Abu Dhabi and Al Ain highlights that women have more influence in the decision-making process when it comes to purchasing a new family car, particularly in the age group of 45 and above. Within the same age group, 41% of the participants also noted that children have a significant role in the decision-making process. In contrast, for individuals aged 35 to 44, joint decisions are commonly made, while men aged 25 to 34 primarily take charge of the decision-making when it comes to purchasing a new family car.
The new survey results provide valuable insights into the considerations of customers and what they are looking for when making a new car purchasing decision. Safety features such as crash test ratings, lane departure warnings, blind spot detection, and forward collision warning were all identified as the top priority for customers, with 81% of respondents considering them of utmost importance. Reliability, durability, and comfort ranked high in importance, with 74% emphasizing their significance.
“Motorists in the region are style-conscious and tech-savvy but safety and efficiency remain the most desirable features when choosing a family car. While there are evolving tech trends and shifts in the preferences and priorities of families, it is reassuring to witness the practicality of customers as the majority prioritize safety, price point, and after-sales in their decision-making process”, said Mark Austin, Senior General Manager.
Technology and connectivity were also valued, with 70% of participants highlighting their importance, although 61% of respondents considered themselves tech-savvy when it comes to car-tech, with a higher percentage (70%) in the age group of 25-34, compared to those aged 35-44 (59%) and 45+ (48%).
In terms of tech features, advanced driver assistance systems were considered important by 43% of respondents, with 52% of females and 36% of males showing interest. Bluetooth connectivity for hands-free calling and audio streaming was a consideration for 42% of men and 30% of women. 78% of respondents prioritized the comfort and convenience features of a family car. Notably, women expressed a higher agreement with this statement compared to men.
“Taking on board the feedback we’ve received from families, we aim to continue providing exceptional driving experiences that align with the expectations of our customers and help them make informed decisions about the car that best suits their family needs”, Concluded Mark Austin, Senior General Manager.
Volkswagen and Ali And Sons Company L.L.C, the official dealership of Volkswagen in the Emirates of Abu Dhabi has grown from a single showroom to three immersive showrooms located in the prestigious Corniche area, Musaffah and Al Ain. The showrooms offer state-of-the-art facilities, dedicated sales and customer care team and superb after sales facilities. The the brand’s star fleet, including Golf-R, T-Roc, Tiguan, Touareg and Teramont are currently available across the three showrooms.
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