Celebrity endorsements don't influence car buyers, new survey reveals
A What Car? survey has revealed that just 1% of car buyers would definitely let celebrity endorsements influence their thoughts when deciding which car to purchase.
More than 1,000 people took part in the poll, of which 87% said they would pay absolutely no attention to adverts featuring celebrities. 5% said they might be influenced if the right celebrity was involved, and 7% said it would depend on the car.
A new or used car is a major investment, and the What Car? findings suggest that it takes a lot more than a celebrity endorsement to make potential buyers part with their hard-earned cash.
Manufacturers have long used celebrities to promote their new vehicles, as they believe that aligning themselves with popular public figures who reflect brand values will lead to an increase in sales.
Millions of pounds continue to be set aside by car firms to tempt celebrities to appear in adverts or lend their voice-over skills to new campaigns. However, the What Car? research indicates that car makers might be better off ditching the glamour and focusing more practical aspects, such as fuel-efficiency and running costs.
"The impact of a celebrity being seen in a certain manufacturer's car will very, depending on the profile and attributes of the brand," an unnamed source told What Car?
"Would it make a customer rush out and buy a Porsche or Ferrari just because a celeb is spotted driving one - absolutely not," the source added.
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