OLDER buyers are giving serious consideration to the green credentials of their next car and the dealers they are buying from, challenging a popular stereotype that young people are leading the debate on environmental and sustainability accountability.
eBay Motors Group’s latest Consumer Insight Panel survey of 2,000 in-market new and used car buyers has identified that over 65s are more interested in talking to dealers to understand the environmental impact of their vehicle choice than younger age groups.
Nearly half (44%) of over 65s consider the fuel economy of their next vehicle to be an important consideration, compared to less than a third (29%) of buyers aged between 18-24.
The lifespan of a vehicle is considered important by 37% of buyers over 65, compared to 24% aged 18-24 and only 16% of 25–34-year-olds. And emissions are a key consideration for 35% of over 65s, compared to just 24% of those aged 18-24 and 25-34.
In contrast younger buyers are proportionately more interested in understanding what dealerships are doing to address their carbon footprints.
Carbon offset schemes are most highly valued by 25–34-year-olds (23%), compared to just 13% of over 65s.
Dermot Kelleher, head of marketing and research at eBay Motors Group, said: “What we’re seeing is the emergence of a ‘grandparent effect’ in car choice, whereby older buyers are giving more consideration to the impact their next purchase will have on the planet than they’ve previously been credited with.
“The more widely held belief is that young consumers are driving the green debate. However, our research shows when it comes to their next car choice, the over 65s are actively engaged and factoring in the legacy they’re leaving for their children and grandchildren.
“The showroom dynamics between different age groups is revealing. Older buyers visiting their local used car dealer are possibly more likely to have built a relationship with a salesperson over the years and are actively looking for expert guidance when it comes to the environmental impact of their next car and whether to go electric. It’s therefore important for dealers to engage with older buyers on the environmental benefits of the cars they’re selling.
“Dealers also have a role to play in promoting their carbon offset credentials, especially to younger buyers looking to make their purchase as carbon neutral as possible. For these buyers carbon offsetting is more likely to be part of their broader lifestyle choices, not just a consideration when buying a car.”
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