By Leftlane Staff
Thursday, Dec 15th, 2005 @ 9:38 am

With the differences in vehicle quality across most brands becoming smaller, consumers are shifting their focus to other factors, such as body and interior design. Styling is emerging as a key differentiator for consumers as they decide on the make and model of their next purchase, according to a study by A.T. Kearney. The study found new and dynamic body styling can serve as a positive substitute for quality deficiencies in the short-term. 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. As quality has become less of a differentiating factor in purchase decisions, vehicle styling has grown in importance. “A clear trend indicates that sales generally increase for vehicles with new or freshened styling,” said Paul Carrannanto, co-author of the study. “To maximize consumer interest and subsequent sales, exterior styling should be new or freshened every two to three years,” said Carrannanto.

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