Volkswagen Survey Shows SUVs Buyers Loyal to Bodystyle, What They Like

Volkswagen Survey Shows SUVs Buyers Loyal to Bodystyle, What They Like

12/10/2019

A new survey from VW gives a look into crossover shoppers that, well, will probably come as no surprise at all. Americans love their crossovers.

Volkswagen surveyed 1,000 SUV owners to ask them about why they pick crossovers, and the results are, if not a surprise, at least interesting. 96 percent said that SUVs were the best vehicles for your money, and 87 percent said they had no plans to buy anything other than an SUV in the future. 94 percent agreed they felt more confident on the road in their SUV.

The top features for buyers are comfort and safety, with 68 percent of men putting comfortable seating and women putting priority on safety and passenger space.

More than eight in 10 parents say they use their SUV for family discussions, making it the new family-time space. Parents are ahead of non-parents for expecting to keep owning SUVs going forward. Owners with a third row were more likely to say that family discussions happened in their SUV, with owners 18-54 more likely to use their third-row daily.

“This survey confirms that our current portfolio of SUVs aligns with what consumers are prioritizing here in the U.S.,” said Hein Schafer, Senior Vice President, Product Marketing and Strategy for Volkswagen of America, Inc. “All of our SUVs rank high on independent measures of comfort, standard safety features and passenger space within their classes, and we’re focused on those priorities as we develop new entries like our upcoming subcompact SUV.”

But while the company is taking advantage of the SUV boom, CEO Scott Keogh says that a rebellion against SUVs and crossovers is imminent. Much the way buyers turned almost overnight against the minivan and the station wagon before it. It’s why many of the company’s EV concepts and expected production vehicles are smaller vehicles, vans, and even a station wagon in the form of the Space Vizzion. Vehicles designed to appeal to younger buyers. “Rebellion tends not to come from 65-year-olds,” Keogh told Roadshow during an interview at the LA Auto Show last month.

Roadshow

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