Here you get the 5 most important findings from the Car Survey 2023:
Annually, we conduct a survey among new car buyers to follow the pulse of the market. We are happy to share information and relevant findings with our partners in the car and media agency industry. The survey has a number of questions that are repeated every year. In this way, we can follow developments over time and pick up early warnings or trends in the market, as well as a number of new time-relevant questions.
1. Sustainability is important to Norwegians
Figures from the Schibsted Omnibus show that sustainability is something that engages Norwegians. This is particularly important when it comes to the car industry, where 1 in 2 answers that it is important to them that the car manufacturer/car supplier focuses on sustainability.
2. Brand associations can be challenged
The winners of the brand associations are, so to speak, the same compared to last year when it comes to which brands "win" in their category. Having said that, the association "environmentally friendly" is a position that it seems can be challenged. In this category, Tesla wins, as they did last year, but only 1 in 3 believe they are environmentally friendly and they have also had a significant decrease compared to last year. The same applies to the association "Service", which Toyota wins this year, but which can also be challenged.
3. As many people who have bought a car as plan to buy a car
This year, about 2 out of 5 answer that they have bought a car and about 2 out of 5 answer that they plan to buy a car. The delays in delivery times for those who have bought a car do not seem to have any significance.
4. Electric cars up, petrol and diesel down
Electric cars continue to increase in both assessment and preference and cars with fossil engine types continue to decline. reach and battery capacity are also the most important factors when people buy a car.
5. Physical retailers are still the most preferred channel, but flexibility to buy digitally is increasing
Physical dealers are still the place where most people buy a car, but we see a somewhat higher flexibility to make the car purchase digital (partly digital + 100% digital). The elderly (60+) exclusively use physical dealers, and the relationship they have with the dealer is also something they mention as important when shopping for a car. Those between 30-39, men and respondents from Oslo are the ones who are more flexible to digital car trading compared to their respective groups.
If you would like a presentation and/or review of this year's survey, you can contact kbil@schibsted.com