When it comes to buying a new car, more than 60% of Middle East consumers say that fuel efficiency is more important than power. That’s just one conclusion in a survey of thousands of people in eight countries across the Middle East and Levant which Ford Middle East conducted via Twitter recently. It is the first consumer-oriented research Ford has conducted via social media.
The survey targeted consumers aged 20-35 with interests in automotive, technology, green solutions and news, from Saudi Arabia, Kuwait, Lebanon, Jordan, Oman, Bahrain, Iraq and the United Arab Emirates. The survey was conducted in both English and Arabic, and drew over 19,000 responses.
When asked the reasons for prioritising fuel efficiency, more than 50% of respondents were concerned about high fuel prices. Other top reasons included wanting to save money (25%), and an interest in being more environmentally friendly (15%).
While motorists throughout the region seem sensitive to fuel prices, surprisingly few seem unaware of long term strategies for saving fuel. Only 27% cent of those surveyed admit that they consider the total cost of ownership, including fuel costs, when shopping for a new car, while the largest proportion (33%) rate safety and technology features as more important considerations. That’s not helped by the fact that drivers in the region value performance, with around 20% of all respondents saying performance was a factor when deciding on a new car. When asked, most drivers (54%) said that powerful cars were fun to drive, were safer (24%) and were a status symbol (22%).
Crystal Worthem, marketing director, Ford Middle East & Africa, said: “We conducted this survey to learn more about what shapes consumers’ decisions when shopping for a new car. It’s clear that consumer attitudes are changing to focus on new, cost-effective engines which also deliver the power you want and the efficiency you need. These insights tell us that today’s consumers are more sophisticated than ever. They expect their vehicle to provide excellent fuel economy without compromising the performance they need.”
