November 28th, 2022, Bhavika Bansal
YouGov Profiles data reveals that overall price is the top consideration for almost half of Britons (49%) who intend to purchase a new, used, or certified pre-owned car in the next 12 months. One-third of car buyers in GB also say they consider insurance costs (31%) and built-in features like air-conditioners (29%) when deciding on which car to buy.
It is clear, then, that value for money is far and away the most important consideration for British consumers when deciding which car to purchase.
So, looking at British consumers as a whole (rather than just these prospective car-buyers), which car manufacturers are perceived as offering the best value for money when it comes to getting a new set of wheels?
Data from YouGov BrandIndex reveals that Ford earned the highest Value score - which tracks whether consumers think a brand represents good or poor value for money - between November 2021 and October 2022. The American auto giant – manufacturer of the Focus and Fiesta, two of Britain’s most popular car models - scored 22.3 points during the 12-month period. In a similar study in its home market of the US, Ford was number five on the list.
South Korea’s Kia corporation, maker of the Kia Sportage- one of 2022’s bestselling vehicles in GB, comes in a distant second with a score of 18.3. Japanese automotive manufacturer Toyota sits at number three, registering a score of 18 points.
In fourth place, Volkswagen-owned Skoda registers a score of 17.7. This year, the company unveiled its new all-electric ENYAQ iV vRS, the electric Skoda Vision 7S concept car, and the fourth-gen Skoda Fabia.
The Nissan Motor Corporation- maker of the bestselling Nissan Qashqai - with 14.3 points.
The gap narrows as we move down the table – German auto giant Volkswagen (13.2), Honda (12.9), and Vauxhall (12.1) - the only British-based car company to feature in the list but owned, of course, by Stellantis - close out the top ten.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Value score is based on the question: Which of the following brands do you think represents good/poor value for money and delivered as a net score between –100 and + 100. The data is based on the interviews of GB adults aged 18+ between November 1, 2021, and October 31, 2022. The figures are based on a four-week moving average. Learn more about BrandIndex.