THE QUALITY of the craftsmanship on a vehicle in the premium car sector is more important to owners than its drive and reliability. Research findings from Experian and the Warwick Manufacturing Group show that repeat purchasing is directly linked to craftsmanship. The findings were based on responses from 50,000 owners of British and German premium vehicles. Owners of British vehicles highlighted the sound made when closing the vehicle's doors, the smell of the vehicle's interior and the colour co-ordination of the car's components and the use of chrome exterior finishes. Owners of German vehicles put the tasteful use of chrome, leather and wood trims top of their list, followed by the choice of material 'options' available and the close fit of such items as the dashboard components and trims.
Professor Lord Kumar Bhattacharyaa KB CBE, director of the Warwick Manufacturing Group, said the aim of the research is to provide the premium vehicle sector with genuine insight into what owners want and expect from their car.
