Revealed: Tesla and Jaguar most avoided car brands in Oz
carsales data reveals the brands Australians most commonly rule out when purchasingThe News
New survey data collected by carsales has revealed Aussie car buyers are ruling out brands like Tesla, Jaguar and Polestar for their next vehicle, based on price, reliability and quality concerns, among other factors.
The Key Details
- 73 per cent of buyers rule out at least one brand from purchase
- Tesla, Jaguar, Polestar, Peugeot and Jeep are most avoided, in that order
- Price, quality and reliability being the main reasons
- Tesla, MG, GWM, BYD and Peugeot are the most commonly excluded from searches
The Finer Details
Australian car buyers continue to rule out Tesla from classifieds searches more than any other car brand, according to carsales’ latest Consumer Sentiment Survey.
Trailing Tesla, the findings – based on responses from more than 2000 users – revealed Jaguar, Polestar, Peugeot and Jeep were among the most likely brands to be ruled out by Aussies buyers, along with Ram, BYD, GWM, MG and Porsche.
Reliability and build concerns top the list of reasons buyers actively avoid certain brands when searching carsales listings, while price and general dislike/aesthetics are other major factors.
Interestingly, ownerships cost (servicing etc) and brand reputation were lower on the list of reasons to exclude a brand, and concerns around a brand’s country of origin was even lower, at just under 10 per cent.
Every brand in the top 10 saw a spike in buyer disregard compared to the previous quarter’s survey, with Jaguar seeing the most significant increase (of almost 10%), likely a result of its controversial rebrand among other recent publicity.
Jag was found to be least popular with Millennials (54%), while Baby Boomers disregarded Tesla more than any other age group (almost 60%), compared to around 36 per cent of Gen Z respondents excluding the EV brand.
However, when it comes to the car brands most commonly excluded – that’s when a user manually opts to exclude a brand from a search via the ‘exclude’ function – Tesla remained in top spot, at 63 per cent.
Chinese car-makers including MG (60%), GWM (58%) and BYD (57%) trailed Tesla for most excluded brands, while Peugeot, Jaguar, Ram, Polestar and Jeep rounded out the top 10.
The Road Ahead
Analysts say excluding brands in searches isn’t necessarily an indication that someone wouldn’t buy that brand, with some choosing to exclude brands they’ve already reviewed in an initial search.
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