Although many factors go into a new car purchase, a new study by J.D. Power and Associates finds that Americans are more concerned with a vehicle’s origin than ever.
According to the study, 14 percent of new cars buyers avoided imported vehicles based solely on their point of origin. That’s up from 9 percent last year and the highest level recorded since the study began in 2003.
The study also found that just 6 percent of buyers dismissed domestic vehicles based on their origin, marking a record low for the statistic.
“The decline in avoidance of U.S. models due to their origin reflects a buy-American sentiment that surfaced as the economic recession led to domestic job losses and adversely affected major U.S. institutions such as the Detroit Big Three,†said Jon Osborn, research director at J.D. Power and Associates. “In addition, the quality, dependability and appeal of domestic models has improved during the past several years, as well, and this may also be a cause for declining avoidance.â€Â
Although vehicle origin has increased in importance, buyers listed exterior styling as the number one reason for crossing a vehicle off their wish list. Exterior styling was followed by, in order, price, reliability, interior design and online reviews.
