Warranty and servicing costs (40%) and environmental sustainability alongside fuel efficiency (34%) have emerged as the most influential factors in shaping trust in car brands among UAE residents, according to a recent survey conducted by Volkswagen Abu Dhabi. The findings shed light on evolving preferences among consumers, who are increasingly prioritizing long-term ownership value, maintenance affordability, and eco-conscious choices when making car-buying decisions.
Alongside these priorities, advanced technology and features (33%), local presence and aftersales service (32%), and resale value (31%) also emerged as critical factors in building consumer trust. The country of origin (i.e. European, Japanese, Chinese) and brand legacy were also cited as key points of consideration for 29% and 24% of respondents, respectively, highlighting that reputation and heritage remain key to consumer decision-making.
While most results were consistent among respondents of all age groups, consumers aged 45 and above placed more value on practicality, with half (50%) citing warranty and servicing costs as the most important factor, followed by fuel efficiency (34%) and local aftersales support (32%). On the other hand, younger consumers (18–24), appear to be more influenced by a brand’s legacy (30%) and media reviews and word of mouth (20%),
“As the automotive market in the UAE is consistently evolving with new entrants joining the playing field, it’s increasingly important to remain informed about evolving customer preferences and tailoring offerings to retain existing customers and attract new ones,” commented Jordan Walker, General Manager at Volkswagen Abu Dhabi. “The findings of this survey reaffirm existing trends which we know to be true – customers seek value for money and excellent after-sales service. At Volkswagen Abu Dhabi, we aim to always curate offers, service packages, and customer engagement strategies to always provide new and existing customers with value, affordability, and reliability.”
Commissioned by Volkswagen Abu Dhabi, the YouGov survey polled over 1,000 respondents across the United Arab Emirates.
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