NHTSA Kelley Blue Book Survey Results
NHTSA Kelley Blue Book Survey Results.pptx
Monroney Label Consumer Focus Groups
NHTSA Kelley Blue Book Survey Results
OMB: 2127-0686
Methodology
Online survey, 5 minutes
•Consumers: Received survey invite via pop up ad on the KBB website
•Dealers: Received survey invite via email (sent to 6,000 dealers from Kelley Blue Book’s database)
Field Dates: October 15 - 21, 2009
980 completes
•774 Consumers: ages 18+ and likely to purchase a new car within the next two years
•206 Dealers
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Summary of Key Findings
Safety ratings are important, but aren’t the key factor in the final sale for most buyers.
More than half of consumers (56%; 1-10 top 2 box)) report safety ratings have a significant influence on their final purchase decision, yet safety rating information not among top questions consumers ask dealers (only 26%top 2 box 1-10 “always” ask).
One a scale of 1 to 10 (10 being the utmost influence), general safety ratings are ranked as more influential than Government 5-Star Safety Ratings specifically (6.9 compared to 8.1)
Government 5-Star Safety Rating impact vehicle preference but not the dealership sale. Dealers report rarely losing a sale over safety ratings--81% report losing 2 or less per year even though about half (44%) of consumers report walking away from a particular vehicle due to low Government 5-Star Safety Ratings.
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Summary of Key Findings
Consumers are not very familiar with the Government
5-Star Safety Rating (46%).
Dealers are far more familiar with the Government 5-Star safety ratings (82%), yet the same majority (83%) report that their dealerships have not yet begun discussing changes to the rating systems.
Changing the Government 5-Star Safety Rating is widely viewed to be a good thing by both audiences.
Nearly all consumers believe it is a good idea (96%)
Vast majority of dealers believe it will be good for business (85%)
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Summary of Key Findings
Consumers (34%) and dealers (50%) alike most prefer to learn about changes to the New Government 5-Star Safety Rating system online.
Consumers much more likely to also prefer and expect to learn about the ratings through TV ads and news.
Consumers expect to learn most from consumer-centric sources like Kelley Blue Book (31%) and Edmunds (17%)
Dealers expect to learn most from industry authorities such as dealers/manufacturer sites (28%) and NHTSA (21%)
Both consumers (41%) and dealers (36%) believe that understanding the distinction between the star levels is most important.
Both audiences agree that understanding the aspects that were changed in the new system is least important
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DETAILED FINDINGS
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More than half of consumers view safety ratings as significantly influential on their final purchase decision
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Safety ratings rank in consumers’ top three most influential attributes
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
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Dealers are not often asked about safety ratings
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Car Attribute Influence
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Price, brand, and fuel efficiency are the most asked about car attributes
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
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Safety ratings important, but not among top questions to dealers
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Dealers are much more familiar with the Government 5-Star Safety Ratings
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The Government 5-Star Safety Ratings are moderately influential and usually promoted
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
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Government 5-Star Safety Ratings impact vehicle preference, but not dealership sale
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Dealer Lost Sale Due to Ratings
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Consumer Walked Away Due to Ratings
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Most consumers and dealers think the changes are a good idea
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Dealer Perception
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Consumer Perception
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The majority of dealerships have yet to talk about the Government 5-Star Safety Ratings changes
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Dealerships Already Talking About 5-Star Safety Rating Changes
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Both audiences most prefer learning about the changes online
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Consumers
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Dealers
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Consumers and dealers indicate a mixed channel approach is optimal
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Consumers
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Dealers
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General news programs (local and national) are expected to provide the most information
TV News Program Expected to Learn From Most | Consumers | Dealers* |
News reports / local and national news | 44% | 30% |
FOX | 21% | 20% |
CNN | 21% | 40% |
60 Minutes | 9% | - |
MSNBC | 9% | 10% |
NBC | 7% | 20% |
ABC | 7% | 20% |
Dateline | 6% | - |
20 / 20 | 6% | - |
Good Morning America | 3% | - |
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Local newspapers are expected to provide the most information
Newspaper Expected to Learn From Most | Consumers | Dealers* |
Local newspapers | 80% | 80% |
USA Today | 10% | 40% |
Wall Street Journal | 10% | - |
Any / all vehicle related sites | 5% | - |
60 Minutes | 2% | - |
ABC | 2% | - |
All others | 7% | - |
Don't know / none in particular | 5% | - |
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Consumers expect to learn most from Time magazine, while dealers expect to learn more from trade media
News Magazine Expected to Learn From Most | Consumers* | Dealers* |
Time Magazine | 31% | - |
Road & Track | 19% | - |
Car & Driver | 15% | 100% |
Auto magazines - unspecified | 15% | - |
Motor Trend | 12% | 100% |
Local newspapers | 8% | - |
Automobile | 8% | - |
Auto Week | 4% | - |
Automotive News | - | 100% |
All others | 35% | - |
Don't know / none in particular | 4% | - |
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Consumers rely heavily on Consumer Reports, while dealers tend to turn to trade media
Industry Magazine Expected to Learn From Most | Consumers | Dealers |
Consumer Reports | 28% | - |
Car & Driver | 26% | 11% |
Road & Track | 21% | - |
Motor Trend | 17% | 6% |
Auto magazines - unspecified | 6% | 6% |
Automobile | 6% | - |
Edmunds | 6% | - |
Any / all vehicle related sites | 6% | - |
Automotive News | 4% | 44% |
Dealer / manufacturer | - | 17% |
AAA | - | 6% |
All others | 9% | 33% |
Don't know / none in particular | 2% | 6% |
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Kelley Blue Book is the most popular online resource for consumers, many dealers rely on NHTSA
Website Expected to Learn From Most | Consumers | Dealers |
Kelley Blue Book | 31% | 14% |
Edmunds | 17% | 10% |
Yahoo | 14% | 10% |
Dealer / manufacturer | 13% | 28% |
MSN / autos.msn.com | 13% | 3% |
Consumer Reports | 11% | 3% |
10% | 8% | |
Government sites - unspecified | 8% | 7% |
Cars.com | 6% | 4% |
Any / all vehicle related sites | 4% | 1% |
NHTSA | 4% | 21% |
Auto Trader | 3% | 8% |
News reports / local and national news | 3% | 2% |
CNN | 3% | 1% |
NADA.com | 3% | 8% |
Car & Driver | 3% | 1% |
IIHS / Insurance Institute for Highway Safety | 1% | 3% |
Automotive News | - | 10% |
All others | 17% | 12% |
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NPR or local radio shows appeal to both consumers and dealers
Radio Program Expected to Learn From Most | Consumers* | Dealers* |
Local radio or NPR | 70% | 100% |
News reports / local and national news | 26% | - |
FOX | 4% | - |
Any / all vehicle related sites | 4% | - |
All others | 7% | - |
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Understanding the difference between the different star levels is most important to consumers and dealers
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Consumers
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Dealers
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Dealers view understanding how new ratings compare to the old as more important than consumers do
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