U.S.: leading factors influencing vehicle brand choice

In an October 2022 survey, product quality was cited by 61 percent of U.S. respondents as a leading factor influencing their choice of brand for their next vehicle purchase. This was by far the most cited factor, with vehicle features and vehicle performance only mentioned by 38 and 37 percent of participants. Brand affiliation was the least important factor in consumers' decisions, with only seven percent of respondents mentioning it.

Most important factors for U.S. consumers when choosing the brand of their next vehicle as of October 2022

Characteristic	Share of respondents
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Release date

2023

More information

Region

United States

Survey time period

September through October 2022

Number of respondents

1,881 respondents

Special properties

consumers of driving age.

Method of interview

Online panel

Supplementary notes

The question reads "What are the most important factors driving the choice of brand for your next vehicle? (Please select all that apply.)"

The sum of results exceeds 100 percent as respondents could select multiple options.

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