The Three Reasons People Buy Cars

First, lets get on the same page so there is no confusion- people buy cars for their reasons, not yours. Regardless of what I share with you from this point on, the fact that people buy cars for their reasons should be foremost in your mind when creating, analyzing, or critiquing any type of advertising.

A change in circumstances can trigger the need for a new vehicle. An example of this could be a family with a new baby. Before the new parents drove a car- now, they find they need an SUV or minivan. Another example would be the opposite of this scenario. Parents who have suddenly become empty-nesters. They no longer need a minivan or SUV and want to go back to driving a car. Some other examples include graduations, a child getting their first drivers license, marriage, divorce, death, or a new job. The main point and thrust of their decision is that their life has or is about to change.

Reason number two:

A lease is expiring and/or the vehicle is broken down and major repairs are imminent. The major trigger here, like in the above scenario, is need. However, the need here is more urgent because time and/or circumstances are screaming, You must get another vehicle now! You cannot ignore an expiring lease. You have to make a decision to keep it and buy it, or turn it in and get another vehicle. If major repairs are needed and the vehicle is aging, it usually makes more sense to just get a new or newer vehicle. The point is, in most cases, the customer has to make a decision and do something now.

Reason number three:

Boredom. This can often stem from some type of unfulfilled need in a persons life, or just the fact that they want a thrill or boost of self-worth, and getting a new car always feels great! This customer could also be a car enthusiast which, thank goodness, many Americans are. In a similar vein, people often buy cars for status. I have bought new vehicles for all of these reasons. You know what else? I love cars, just as most people do. In this scenario, people buy cars because they want to, not because they need to.

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David Alan The Automotive Direct Mail Guruä- is CEO of MAIL-RITE INTERNATIONAL INC., a direct mail advertising company. David is also the author of the best selling book The $100 Million Dollar Playbook. David can be reached at 440-519-1515 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .