Cars and Drivers
Social Responsibility Campaigns More Attractive to Car Buyers
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The good news for automakers is that 62% of car buyers say that they are more likely to purchase a vehicle brand if that brand is promoting a social good campaign. The bad news is that 60% of buyers are not aware of any automotive social good campaigns.
That data comes from a survey conducted by Kelley Blue Book, and the researchers uncovered a number of interesting consumer opinions as well:
Kelley Blue Book’s senior director of automotive industry insights said:
It’s clear consumers appreciate automakers that give back to the community through charitable work, and they like to spend their hard-earned money with a company that is making a positive impact in the lives of others. Awareness, however, may be the bigger challenge, with a majority of consumers unaware of any social good efforts sponsored by automakers.
Kelley Blue Book fielded this survey to 1,172 respondents visiting the KBB.com mobile website from March 18-21, 2016.
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