Buy factors vary widely in Europe.(News)

Automotive News Europe,  July, 2003  by Britt, Bill

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Byline: Bill Britt

Buyers' reasons for selecting a car vary so much by country, age and gender that automakers must carefully tailor their messages to avoid wasting money.

Europeans agree on the top three considerations - price, reliability and comfort. But beyond that, other reasons differ widely by nationality and stage in life, says a major survey of European media usage and brand attitudes.

Germans worry least about safety, but the French value security. The British care most among major European markets about style, but it's a tiny factor for Germans.

Many car ads ...

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