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Nearly a quarter of motorists are influenced by an advertisement when buying a new car

Posted 09/05/17

  • 24% of consumers are influenced by an advert when purchasing a new car according to The Motor Ombudsman’s annual New Car Code of Practice survey
  • Vehicle choice of 17 to 25 year olds and male buyers is most likely to be guided by advertising
  • Study found that 93% of vehicles purchased complied with the detail of the advert

London, 09 May 2017 The annual New Car Code of Practice survey conducted by The Motor Ombudsman, the automotive dispute resolution provider, has found that around a quarter (24%) of consumers are swayed in their choice of new car as a result of seeing an advert online, on TV or in print.

The annual study looks at the buying experience and satisfaction of motorists who have visited a franchise dealer belonging to any of the 38 vehicle manufacturers that are accredited to The Motor Ombudsman’s Chartered Trading Standards Institute (CTSI)-approved New Car Code of Practice. Its comprehensive Motor Industry Code covers over 99% of all new car purchases in the UK.

The research, which polled nearly 2,400 people, showed that male buyers and 17 to 25 year olds are more inclined to take the plunge after seeing a commercial, whilst those approaching their thirties and motorists aged 40 to 55 are less likely to act on impulse. Overall, the research found that 93% of cars that the survey participants bought matched the content of the advert, whilst respondents scored an encouraging average of 4.8 out of a maximum 5.0 for their satisfaction with their vehicle, with the over 65s proving amongst the happiest with their car. Customers also gave manufacturers a total tally of 4.7 where further assistance was needed.

When asked specifically about their purchase, the condition of the vehicle in which they received it, ranked highest in the study at 4.8, with the assistance and knowledge of sales staff considered impressive by motorists at 4.7 overall, which mirrored last year’s findings. The explanation of terms and conditions of the warranty achieved the lowest score of 4.5, which also echoed the result seen in the 2015 survey.

Bill Fennell, Chief Ombudsman and Managing Director of The Motor Ombudsman, said: “In today’s digital era, consumers are never too far away from a brand encouraging them to buy a product. Although the lure of advertising can prove a powerful influencer when choosing a car, it is important for motorists to check, for added peace of mind, that the retailer is accredited to a recognised CTSI-approved Code of Practice, such as that offered by The Motor Ombudsman. The study clearly shows the value of franchise dealers and vehicle manufacturers adhering to a Code, as scores have once again remained consistently high across the board, which is undoubtedly a very positive trend for consumers and the industry.”


About The Motor Ombudsman

The Motor Ombudsman is the automotive dispute resolution body. Fully-impartial, it is the first ombudsman to be focused solely on the automotive sector, and self-regulates the UK’s motor industry through its comprehensive Chartered Trading Standards Institute (CTSI)-approved Codes of Practice. Thousands of businesses, including vehicle manufacturers, warranty product providers, franchised dealers and independent garages, are accredited to one or more of the Codes, which drive even higher standards of work and service, and give consumers added protection, peace of mind and trust during the vehicle purchase and ownership experience.

For more information on The Motor Ombudsman, visit www.TheMotorOmbudsman.org

About the New Car Motor Industry Code of Practice

Introduced in 2004, the New Car Code was the first Code of Practice for the automotive sector to gain approval by the former Office of Fair Trading. Now endorsed by the Chartered Trading Standards Institute (CTSI), it is designed to ensure that manufacturers supply new cars and warranties to consumers responsibly.

By signing up to the code, manufacturers promise that new car buyers will not be misled by adverts, documentation which is easy to understand will be supplied with the vehicle, terms of the warranty will be respected if the car is serviced according to the recommended guidelines, replacement parts and accessories supplied to dealers are of satisfactory quality, and any complaints will be handled swiftly.

To download a copy of the New Car Code, and to see the vehicle manufacturers accredited to the New Car Code, visit www.TheMotorOmbudsman.org/consumers/our-codes-of-practice/new-car-code

The Motor Ombudsman media contact:
Simon Wittenberg
PR Manager The Motor Ombudsman Telephone: +44(0)20 7344 1609
E-mail: swittenberg@tmo-uk.org

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