A recent survey by Blue Yonder highlights personalsation as a crucial factor for prospective car buyers across the U.S., UK, France, and Germany.
The 2024 Consumer Automotive Personalisation Survey reveals that over 40% of respondents planning to purchase a car within the next year consider the ability to personalise their vehicles as a key buying decision. This preference for customisation is now on par with delivery speed and cost as top priorities.
According to the survey, 43% of respondents rate personalisation options as extremely or very important, with American buyers leading the demand at 52%, compared to 41% in the UK and France, and 36% in Germany. Notably, 92% of respondents are willing to pay extra for personalised features, with many prepared to pay up to 10% more. However, interest varies by generation, with Baby Boomers showing less willingness to pay extra compared to Gen X, Millennials, and Gen Z.
Despite the willingness to invest in customisation, 40% of respondents feel manufacturers are only average or below average in meeting their personalisation needs. Salim Shaikh, Blue Yonder’s Corporate Vice President for Automotive Industry Strategy, noted, “Manufacturers have room for improvement. Consumers are increasingly looking for customisable options, especially in areas like color choices, safety features, and driver assistance. The future lies in individually configurable technology features.”
Interestingly, while personalisation is a priority, most consumers also value speed, with 85% of respondents indicating a willingness to accept delivery times of 1-6 months. Additionally, 80% are open to compromising on some features to receive their vehicles faster. Shaikh said that manufacturers must deliver both speed and customisation without forcing buyers to choose between the two.
The survey also revealed a gap in sustainability priorities. Only 25% of respondents consider sustainability and electric vehicle (EV) options as a primary factor in their buying decision, with U.S. consumers showing the least interest at 19%.
Interest rates are another critical factor, with 86% of respondents willing to sacrifice personalisation to lower costs amid high interest rates. This concern is most pronounced among Gen Z buyers and Americans, who are the most likely to delay purchases due to financial pressures.
Shaikh concluded that to remain competitive, automotive manufacturers need to strike a balance between personalisation, affordability, and rapid delivery to meet evolving consumer expectations.