TEST drives can change motorists’ fixed ideas about the performance and value of brands and models, according to research by Arabian Automobiles Company (AAC), Nissan’s Dubai & Northern Emirates sole distributor.
The company measured attitudes of buyers to five of its models – before and after a test drive.
“The results provide a fascinating insight to motoring psychology and how buyers’ perceptions are shaped,” said Michel Ayat, AAC’s general manager.
“After a test drive, people were often surprised to discover how inaccurate their perceptions had been, demonstrating the power of personal experience as a marketing tool.”
The research covered non-Nissan owners comprising a representative sample of UAE nationals, expat Arabs, and Asians. They were questioned on their attitudes before and after test-driving Nissan’s range of SUV models – Patrol, Armada, Pathfinder, Murano, and X-Trail.
“Although pre-test attitudes to Nissan were generally very high – from 90 to 100 percent in categories such as brand reputation and reliability, some negatives emerged in other areas such as affordability, linking Nissan brands as the preserve of high-income groups,” said Ayat.
“After the test-drive, there was a positive change in approval ratings that had previously been lower, with an overwhelming majority indicating willingness to purchase or to recommend to friends and relatives.
“Quite clearly, personal experience of the vehicles brought about a positive shift in their attitudes.”
The survey also highlighted how the different sample groups vary in what influences their purchasing decisions. UAE nationals rated power, prestige, and luxury as the most important attributes, while expat Arabs emphasised fuel efficiency, safety, and exterior appearance. For Asians, top criteria were smoothness and stability of ride, engine strength and reliability, and interior comfort.
Overall, the most important features influencing purchasing decision were stability on the road,performance, country of origin, and interior design and comfort. Next came transmission, technical superiority, andengine capacity.Safety features, exterior appearance, AC, and accessories were rated as ‘low importance’.
“This has been an exceptionally valuable exercise to gain insight into what really influences purchasing decisions and how well we are succeeding in communicating how our brands match these requirements,” said Ayat. “The response gave us fresh perspectives on how we can best serve the needs of UAE motorists.”
