Interior car design the key factor for most people's buying decisions?

As new vehicle quality rankings converge, styling is emerging as a key differentiator for consumers as they decide on the make and model of their next purchase. This is according to study recently conducted by the automotive practice of global management consulting firm A.T. Kearney.

The study found new and dynamic body styling can serve as a positive substitute for quality deficiencies in the short-term. In recent years,
consumers have come to expect a satisfactory level of quality in most new vehicles. Accordingly, as quality has become less of a factor in purchase decisions, vehicle styling has grown in importance as a key differentiator.

"A clear trend indicates that sales generally increase for vehicles with new or freshened styling. In case after case, this has held true even when quality ratings for these vehicles are less than stellar," said Paul Carrannanto, co-author of the study and principal at A.T. Kearney.

Carrannanto also noted increased sales for vehicles with new styling continue for about two years. After that time period, sales fall off to
previous levels and, in some cases, decline even more.

"To maximize consumer interest and subsequent sales, exterior styling should be new or freshened every two to three years," said Carrannanto.

According to Carrannanto, over the past five years, brands with high styling scores tended to be sales growth leaders. These included BMW, Lexus, Acura, Nissan, Volvo, Cadillac and Chrysler.

The styling research also revealed that interior design is often more important than exterior styling and may be, in many instances, the key factor in the purchase decision.

"New and interesting exteriors draw consumers to showrooms, but it's the interior styling that closes the deal," said Carrannanto. "For the consumer, a vehicle interior is a lot like a living room and they have to like it before
they'll go through with the purchase."

Methodology

The A.T. Kearney study was conducted by comparing information contained in the 2004 J.D. Power Appeal Survey, 2000-2005 J.D. Power Initial Quality Study and the 2000 -- 2004 Ward's North American Vehicle Sales Summary.

FIFlyer - 12/15/2005 10:53:41 PM

+1 Boost

If interiors are so important, why is Audi not on the list? If exterior styling is so important, why is BMW on the list? And if quality is so important, why are there American cars on the list?

lewissalem - 12/19/2005 2:58:04 AM

+1 Boost

There you go again. The F150 does have a decent interior. The only problem is those air vents looked good on my old Audi TT. My 2001 Audi TT.

Clearly you miss the purpose of this article. That interior styling is becoming increasingly important. After all, if a Honda Accord can do 0-60 in six seconds flat, what's next?

I predict that this trend will only continue futher. Furthermore, features such as LED taillights/headlights (Audi A8 W12), Bluetooth, and other high-tech features will becoming increasingly important in selling vehicles in the near future.

Please consult a few magainzes before posting.