Heart rules head in car purchases

A NEW REPORT encourages automotive brands to invest more in their emotional appeal to boost sales from reluctant consumers. Lake Research found that more than half (56%) of car buyers make their choice based on how they feel about a brand rather than more practical considerations. They have recommended that car brands invest more in design and in forms of marketing that boost the emotional appeal of their products. Researchers have for many years understood the very personal relationship that drivers have with their vehicles and it is this engagement that explains many automotive sponsorships. What is interesting about the new data is the extent to which the heart still rules the head even where consumers are lacking confidence and postponing major purchases.