BUILDING AND BREAKING TRUST IN AUTO & MOBILITY

Consumers tend to automatically trust transportation brands more than companies overall.

Roughly three-quarters of respondents said they instantly trust car brands, roughly double the share who say the same of all companies. Ride-hailing companies have a bit more legwork to do with consumer trust: nearly 3 in 10 say they tend not to trust those brands.

U.S. adults were asked which statement they agreed with more

Those who own more than one vehicle are more likely to say that trust factors into their car purchasing decisions, compared to single car owners or the general public. This pattern continues for rental car and ride-hailing use.

Extent to which trust is a factor when doing the following

BEHIND THE DATA:

This data underlines the notion that experienced shoppers are going to be more cautious than greener buyers in the transportation space, likely because of negative experiences they’ve had with brands in the past.

What Drives Trust in Auto & Mobility Brands

Although safety ratings are among the top ten most cited reasons behind consumers’ purchasing decisions, it didn’t land at No. 1. Consumers more commonly cited reliability, value and good customer service as factors that would increase their intent to purchase from a transportation brand.

Share who said the following was important in their decision making when doing the following. Responses were gathered among previous users of each category (bought a car, for example)

These figures remain roughly the same when looking at how brands can build trust.

Note that more experience with the transportation space didn’t equate to stronger views on what builds trust and purchasing intent: Respondents with multiple vehicles, or who more regularly rent cars or use ride-hailing services, reported similar views.

Share who said the following was important in determining whether they trust each type of brands. Responses were gathered among previous users of each category (bought a car, for example)

What Breaks Trust in Auto & Mobility Brands

Consumers are also largely in agreement over the factors that would weaken their trust in a transportation brand, with dishonest business practices and poor safety ratings at the top. Safety is an important factor for building trust, but it’s even more crucial when it comes to losing it.

Customer service is slightly more critical for rental car brands, compared to car brands and ride-hailing companies, while charging too much and being unsure of the quality of products and services are slightly more detrimental for rental car brands than they are for ride-hailing services.

Share who said the following would negatively impact their trust in each type of brands. Responses were gathered among previous users of each category (bought a car, for example)

About three-quarters of U.S. adults who have owned or leased a car said they would stop buying from a car brand if it didn’t honor its warranty. Dishonesty about products and services results for car brands and rental car brands results in roughly similar numbers.

Those figures are relatively high: The “trust breakers” in previous industry-specific trust reports such as retail and travel and hospitality have not shown such high percentages of consumers willing to abandon a brand if something goes wrong.

Share who say they would stop buying from each types of brand if it did the following. Responses were gathered among previous users of each category (bought a car, for example)


WHAT IT MEANS:

Consumer trust means different things in different industries, but it’s much more fragile among transportation companies — specifically car brands and rental car brands. This is likely a result of the industry’s high-ticket items. Consumers are paying more, and they’re expecting a lot more in return; so when trust is broken, there’s no going back.


Up Next: Conclusion

© 2021 Morning Consult, All Rights Reserved.