Consumer buying preferences for vehicles in Britain: Key insights from YouGov CategoryView

Consumer preferences for vehicle purchases in Britain are shifting, with new insights from YouGov’s Category View survey highlighting the trends shaping these decisions. A significant portion of prospective buyers in the UK are opting for pre-owned vehicles, though new cars still retain a strong appeal. Factors such as age, gender, income level, and current ownership status all play a crucial role in these purchasing decisions.

Key Demographics: Young Buyers Favor New, Older Buyers Prefer Pre-Owned

Buyer intent varies significantly across different age groups in Britain. Younger consumers (18-24) show a strong preference for pre-owned vehicles, with 57% intending to purchase a used car, while only 35% plan to buy a new vehicle. In contrast, certified pre-owned cars are the least preferred option among young buyers, with only 19% considering this route.

For middle-aged buyers (40-54), the trend remains similar, with 56% opting for used cars and only 25% choosing new ones. Buyers aged 55 and older, however, exhibit a more balanced preference, with 46% intending to purchase a used vehicle and 31% choosing new. Interestingly, older buyers show the highest inclination toward certified pre-owned cars (34%), likely valuing their reliability and warranty benefits.

Gender-Based Preferences: Women Show Stronger Inclination Toward Pre-Owned Cars

Similar to trends seen in the US, purchase intent can vary by gender. Women in Britain demonstrate a higher tendency to opt for pre-owned cars, with around 55% planning to purchase used vehicles, compared to 49% of men. The higher likelihood of female buyers choosing pre-owned cars may be attributed to budget considerations, practicality, and confidence in the reliability of certified pre-owned vehicles.

Men are markedly more likely to consider purchasing a brand new vehicle in the next 12 months, with a third of them (34%) indicating the same, compared to 27% of women.

Income and Vehicle Preferences

Income levels significantly impact car purchasing choices. Lower-income consumers (earning less than 75% of the median income) show the highest preference for second hand vehicles, with nearly 58% intending to buy used. In contrast, high-income buyers (earning more than 200% of the median) display a stronger inclination toward new cars, with approximately 36% favouring new purchases, but used cars remain the most sought-after category even within this affluent class (45%).

Current Vehicle Ownership and Future Purchase Intentions

Ownership patterns play a major role in determining whether a buyer will choose a new or pre-owned vehicle. British consumers who currently own a new car overwhelmingly prefer to buy new again (67%). Meanwhile, those who own pre-owned cars show a strong inclination toward purchasing another pre-owned model – 65% of them say they would consider a used car and 34% of them say they are likely to opt for a certified pre-owned vehicle.

Furthermore, the number of vehicles currently owned influences these decisions. Those with multiple cars are somewhat likelier to consider purchasing new vehicles (34%) compared to those who own just one vehicle (30%) and those who don’t currently own a vehicle (30%). Consumers who don’t currently own a vehicle are much likelier than the other groups say they will opt for a used car (61% vs 51% of single car owners and 47% of multiple car owners).

Brand Preferences Among Pre-Owned and New Car Buyers

Brand preferences among UK car buyers reveal distinct trends based on whether they are considering certified pre-owned, used, or new vehicles. Toyota and Ford lead in both the certified pre-owned (32%) and used car (34%) categories, reflecting their strong reputations for durability and value retention. Volkswagen follows closely, with 31% of certified pre-owned buyers considering the brand as well as a third of used car buyers (33%).

In contrast, premium brands like Mercedes-Benz and BMW see stronger demand among new car buyers, with 32% and 30% of this audience say they will consider each brand, respectively.

Fuel Type Considerations: The Rise of Electric and Hybrid Vehicles

The growing interest in hybrid and electric vehicles is reshaping the UK’s automotive market. While pre-owned car buyers remain heavily invested in traditional petrol or diesel vehicles, with approximately 73% sticking to gas-powered models, the demand for alternative fuel options is increasing. Among new car buyers, 25% express interest in hybrid vehicles, and 23% are considering electric models, reflecting the impact of government incentives and sustainability concerns.

Conclusion

The decision between new and pre-owned vehicles in Britain is driven by a variety of factors, including demographics, income, and ownership history. While younger buyers and those currently owning new cars lean towards purchasing brand-new vehicles, older buyers, multiple-car owners, and those already accustomed to pre-owned cars favor used models. Brand reputation plays a significant role in pre-owned purchases, with Toyota and Honda emerging as top choices. Additionally, new car buyers are increasingly interested in hybrid and electric vehicles, suggesting a shifting market landscape toward sustainability.

As these trends continue to evolve, automakers and dealerships in Britain will need to adjust their strategies to align with changing consumer preferences, ensuring that their offerings cater to a diverse and dynamic market.

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