I don't think 95% is accurate, but would be surprised if 50% of the car buying public thought about performance the way an enthusiast does.
KBB Survey of car Shoppers
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Originally Posted by MediaPost
Eighty-two percent of used-car shoppers and 51% of new-car shoppers said incentives won't affect when they buy. And around the same proportions of shoppers said that incentives also are not affecting which vehicle makes and models they are looking at.
Survey respondents put just three vehicles in their consideration set, with 83% of them undecided on the make and model. The firm says most shoppers 34 years old and younger have no bias about import or domestic brands, but among all buyers, the keys are price and the triumvirate of durability, quality and reliability, with only 12% of buyers saying past experience with a brand was a top deciding factor.
As for money, most used-car shoppers said they will spend less than $15,000 on their next vehicle, while half of new-car shoppers said they plan to spend $25,000 or less.
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I really wish the author had posted the figures for their "most" comments...regardless, according to this survey performance is clearly not considered by most shoppers...especially if 50% of new-car buyers plan to spend less than $25k on a car.
My impression of car buyers (from dealing with them at events and through my business) is that 60-70% are concerned with practical performance information (MPG, towing capacity, durability, reliability & safety) and would have actual performance (the way we think about it) as the last concern when shopping for a car.
15-20% will be concerned with superficial (magazine) performance (HP, 0-60, 1320)--also know as "bench racers"-- but will never actually test or need it and will never get within 7/10 of the car's capabilities themselves. Bench racers will claim that performance is top priority but looks and price are probably higher on the list actually.
The remaining 15-20% are enthusiasts, those of us that are aware of or will try to use the actual performance and who put performance at the top of the priority list (followed by price and/or looks) when car shopping. I'd be surprised if half of this 15-20% actually tried to improve the cars performance using aftermarket parts.
While many of your friends are possibly enthusiasts and the people you associate with on-line are too, we really do make up a very small percentage of new-car buyers. Numbers for a used-car buyer will likely be skewed a little more towards performance numbers, but not by much.