• Almost three quarters (74%) of dealers believe used car buyers are now less brand loyal
• 52% say price and value are becoming more important while 32% point out cars from new entrants often appear a better buy
• Just 17% agree consumers still want to buy from brands they know, according to June’s Startline Used Car Tracker

June’s Startline Used Car Tracker shows 52% believe price and value are becoming more important and 32% that cars from new entrants often appear a better buy.

Also, 28% say models from some established manufacturers have just become too expensive, 12% there is a general erosion in brand loyalty across all consumer goods and 7% that younger people especially are open to newer brands.

Just 17% agree most used car buyers favour brands they know and the same percentage that established brands still have more credibility while 8% point out some new entrants lack essential support such as dealer networks.

Paul Burgess, CEO at Startline Motor Finance, said: “There has been a huge amount of disruption in the new car market during the last couple of years with the arrival of new entrants, mostly from China, achieving a substantial market share very quickly.

“We wanted to take a look at whether this openness to new brands was also true in the used sector and dealers agree that there has been an erosion in the importance of buying a used car from an established brand.

“It appears that if consumers perceive that factors such as price and value are present, they are more than happy to buy from brands that have very short track records in the UK. This indicates the future prospects for new entrants are considerable.”

Compiled monthly by APD Global Research – well-known in the motor industry for their business intelligence reporting and customer experience programs – the Startline Used Car Tracker this month questioned 317 consumers and 70 dealers.