Driving instructors are more concerned with good service at the right price compared to getting the cheapest price when purchasing a new car, according to new research out from Hitachi Capital Driving Instructor Solutions.
The UK’s largest supplier of contract hire driving instructor cars to driving schools and instructors has created a snapshot of the driving instructor industry by taking a sample research among owner operators and driving school fleets to determine the most popular factors when making a purchase of a new vehicle.
Top of the list by a strong margin was good service at the right price, with four out of five (80%) of driving instructors citing the right balance between service, getting added value and price as the highest quoted factor. Scoring almost half the votes was access to knowledgeable and experienced people providing impartial advice and support. Thus enabling the driving instructor to have the confidence that they are fully supported and free to concentrate on their business.
Perhaps most surprisingly, coming third in the list, scoring just over a third of the votes (36%) was competitive pricing. While an important factor when making a purchasing decision, only one in five of those questioned said they would buy on the cheapest possible price, demonstrating the majority of driving instructors take a long term view when selecting the supplier of their most important asset; their car.
Coming in at joint fourth place with exactly a third of the votes was both the power of recommendations and the brand reputation. When questioned further, a third stated they were referred to Hitachi Capital Driving Instructor Solutions by others who had had a good experience. An equal number said they associated security of supply with the Hitachi Capital brand, saying the brand was a good back up to their business.
Coming last in the list of requirements was products and services, scoring just 13% of the votes. With driving instructors not viewing the products and services on offer as a key differentiator in the buying decision, the general consensus was that the offering was widely the same throughout the market, with one instructor commenting “I like to deal with people who are prepared to think outside the box.”
Chris Tarry, general manager at Hitachi Capital Driving Instructor Solutions, commented: “For most people important buying decisions are not made purely on price. To ensure their business runs as smoothly as possible, driving instructors are focusing their attention on the suppliers that can add value and deliver a quality service, such as Hitachi Capital.
“We value our customers’ feedback and are continually striving to ensure we are offering what they need and understanding what is important in the buying process is key to that success.”