From dream to dream car
What really motivates you as a car buyer? Discover the influencing factors with our study results - from the initial inspiration to the final decision for your own dream car, from buying motives to the effect of advertising to e-mobility.
The generations are united in their attitude towards e-mobility cars. They share their concerns: charging times, range and unclear follow-up costs as well as uncertainty about the expected savings potential influence the purchase decision.
A better driving experience and a quieter engine - this is what an above-average number of GenYs want when asked about the reasons for buying a car with alternative drive technology.
Even for Gen Z, which is said to have a low TV consumption, 73% associate car advertising with TV, followed by online video advertising and YouTube. For other generations, magazines rank as the second most popular advertising medium.
