18 September 2018 A quarter of car buyers will not consider a diesel model when making their next purchase, even if the car is significantly discounted, according to independent research into buying behaviour commissioned by Motors.co.uk.
The research found that 25% of car buyers rejected diesel outright. The rate of rejection was highest amongst female buyers at 29%, compared with 22% of male buyers.
Other buyers said dealers would have to offer a reduction of nearly a quarter (23%) off the price of a £10,000 car to tempt them to purchase a diesel instead of an identically specified petrol model.
However, 18% of respondents said they would not consider any discount, with the highest level of rejection amongst buyers aged over 55 at 27%.
The survey, conducted by Insight Advantage, the independent research agency, polled the views of 1,003 car buyers over the course of August and will be published in the inaugural Motors.co.uk Consumer Insight Panel – Autumn 2018.
For those undecided about buying a diesel 37% said they would be encouraged by a discount, 29% said the inclusion of a three year service plan would tempt them and 26% said they would consider the offer of a higher part-exchange value on their vehicle.
While these views reflect future purchases, the market for used diesels continued to be strong in August with Motors.co.uk’s analysis of search and stocking trends on its website showing days in stock reduced from 44 to 38, comparing favourably with petrol which continued to track at 37 days, unchanged from August 2017.
Also, diesels and petrol each accounted for 49% of all stock advertised, although diesel’s share had fallen year on year from 57%, while petrol’s had grown from 42%.
“There’s some interesting dynamics playing out in the market at the moment. We know demand for new diesels has dropped by 29% this year and the findings from our Consumer Insight Panel research suggests the ongoing demonisation of diesel will impact future purchasing decisions,” said Dermot Kelleher, Motors.co.uk’s director of marketing and business intelligence.
“In the meantime, a rebalancing of the mix of used diesel and petrol cars on the average dealer forecourt, together with dealers also potentially being more selective about which diesel models they stock, appears to have helped drive a significant improvement in the stock turn of diesel year on year over the course of August.
“Undoubtedly there is still demand from consumers for whom diesel is the right choice from a lifestyle perspective, though we would encourage dealers to analyse their recent sales data to understand specific demand in their local area.”
Further details available from Dermot Kellher on 07717 516555 or Dermot.Kelleher@coxauto.co.uk
About the survey
The inaugural Motors.co.uk Consumer Insight Panel – Autumn 2018 was conducted online in July and August 2018 by Insight Advantage, the independent research company. The national sample consisted of 1,003 adults who are sole or joint decision makers when buying a car. The Motors.co.uk Consumer Insight Panel – Autumn 2018 will be published soon.[/vc_column_text][/vc_column][/vc_row]