18 Feb
How do people choose cars?

Do enthusiasts buy cars differently?

Cars are a unique part of our society in a number of different ways and, unlike a range of everyday objects, they spark a diverse reaction between people. Either cars are little more than an appliance used to take people from A to B, or they're an object of complete obsession. 

Naturally, these two groups of people want different things from their chosen vehicles, and for businesses that offer fuel cards to their drivers, it's important to understand the similarities and differences between them.

It's not a myth either, as a recent survey from Car and Driver discovered that this is a very real issue. What did the publication discover?

Enthusiasts forgive unreliability

We've all known someone who continues to throw their paychecks away on a car they claim to love, despite the fact that the vehicle in question has almost no redeemable qualities to anyone else. According to Car and Driver, these people are enthusiasts, the type of driver that sees a car as much more than just an appliance. 

These issues came to the fore in the publication's latest survey, where respondents were asked to identify whether they considered themselves an enthusiast before answering a range of automotive questions.

Car and Driver found that both these groups exhibited their own unique motivations when it came to looking for a new car. For regular consumers, many look for a new car when their current one stops being reliable. Enthusiasts, on the other hand, are more tempted by performance and – surprisingly – fuel economy

How to foster the enthusiast influence

A survey from Roy Morgan Research revealed that even the type of films people watch can change the type of cars they desire. Specifically, the organisation found the most recent Mad Max film changed the types of cars viewers desired. 

According to Roy Morgan Research, a third of Mad Max: Fury Road fans will only buy a car that is fun to drive, compared to the usual proportion of just 19 per cent. 

New car sales hit new heights

In the end, the distinction between enthusiast and common consumer might not even matter, with the New Zealand Motoring Industry Association finding that car sales hit new highs in January. Overall, nearly 12,000 vehicles were sold throughout the month, with Toyota remaining the market leader. 

Whether your business is made of car enthusiasts or not, it's important to know what they're looking for in a vehicle.