COVID and Car Buying: Safety Is First

For cars that are quotboxy but goodquot and also perceived as the safest vehicles on the road that39s music to corporate ears But it39s also in line with known trends It39s interesting to point out that safety concerns cross age and generational lines in fact Gen Z drivers are more likely to wear a mask while driving 59 percent compared to drivers as a whole 46 percentquotWe wanted to see how consumer perceptions are changing as a result of the pandemicquot said Thomas Schultz a Volvo spokesperson quotWe found that people are demonstrating an increased interest in safety as part of their buying preferences And they39re broadening their perception of safety not just passive systems that protect you in an accident but also active air filtration invehicle sanitation and contactless pickup and deliveryquotObviously if an automaker could make cars that actively guard against the spread of COVID the order books would fill Nobody can provide that level of guaranteed protection but Volvo39s On Call app lets owners precondition the cabin air before they climb aboard For people worried about someone in the car before them the system blows fresh air into the passenger compartment and circulates it through the passenger system39s compartment air filter No it39s not a surefire virus killer but it might increase peace of mindAlong the same lines via Volvo Valet dealers offer complimentary pickup and delivery for service calls You get it back cleaned and ready to go That kind of thing is hugely popular during COVID and has been embraced by such brands as Lincoln Volvo has also adopted a specialized ninepoint vehicle sanitization and disinfection process around servicing test drives and walkarounds pictured belowEven before COVID consumers were showing a reluctance to visit dealerships for servicing which influenced a broad move to upgrade waiting rooms The Volvo Retail Experience is being used by dealers to transform 40 percent of the showroom into a quotliving room spacequot where people can feel comfortableHere39s the inviting messageCoffees percolate at the barista bar and brass fittings hanging from a ceiling that matches the floor39s natural wood illuminate a layout of contemporary furniture Assorted cushions decorate sofas magazines sit in a rack and large rectangular glazing provides a quotwindowquotamp160to a hive of activity It could be a cozy living room or relaxed cafamp233 environment yet this is the future of Volvo showroomsCozy is good because people are looking for safe spaces which they39re finding in their homes and cars That39s been good for Volvo39s business sales are good enough now after the worst of the lockdowns to propel company results for 2020 into positive territory Schultz saidTwo thirds 65 percent of under40 car buyers say they have either bought or are considering buying a car because of COVID the survey says And half of those asked said they were planning to use less public transportation Nearly half 47 percent also said they were cutting back on sharedride services More than half of new parents 55 percent say they like using their car as an quotalone zonequotThis Volvo commercial from September aimed at parents ties into thatA big percentage 78 percent say their car has been quota lifelinequot during the pandemic and 75 percent have used their car as quotsome form of escapequot Personal cars are being usedamp160more than everamp160for safe adventure trips childcare distraction and snack runsOther interesting poll findings reliability 59 percent and trustworthiness 57 percent are important attributes in consumer perception of automakers Innovation is ranked much lower at 37 percent And people are reporting less stressful commutes from 49 percent saying that in 2018 to just 29 percent nowGet this 77 percent say they are more comfortable speeding when fewer drivers are on the road And 40 percent say it is quottemptingquot to drive fast and recklessly given the reduced trafficPhoto at top People want to feel safe and that goes double for showroom visits Volvo photoPhoto in articleVolvo has a ninepoint vehicle sanitization and disinfection process for test rides and service visits Volvo photoPhoto in article A fancy restaurant No a Volvo showroom Volvo photoClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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COVID and Car Buying: Safety Is First

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Jim Motavalli

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COVID and Car Buying: Safety Is First

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