Our next feature from our BMW Survey reveals previous owner findings.
These initial findings are based on submissions from 12th December 2023 to 23rd January 2024.
The survey was communicated to Electric Road’s database and social media audiences. The total submission base, at the time of compiling, was 1,685 achieving a 63% completion rate. We will continue to promote this survey and will publish findings on an ongoing basis.
All of our brand surveys are open to all drivers (of all ages of car & fuel types) be they a current owner, a previous owner, a prospective one or they simply have a view on that particular brand. We wanted to understand where drivers are in relation to certain car brands from what they have driven, are currently driving, what they’re considering and ultimately, what the brand means to them. This feature focuses on previous BMW owners.
User Profile
Previous owners make up the second largest respondent group in the BMW Survey (26.1%). Clearly, they must have something to say!
Previous Owner – Type of BMW
Unsurprisingly for us, exactly half of all previous owners drove a BMW saloon.
Previous Owner – Fuel efficiency
Just over 70% considered the fuel efficiency of their previous BMW to be ‘Good’ to ‘Average’. Like previous Ford owners, their current car may well be the main reference point here having a more efficient engine or being fully electric.
Previous Owner – Fuel type
Over 94% of previous BMW owners ran a petrol or diesel version.
Previous Owner – Current fuel type
Comparing the above slide with the one below, electric & hybrid cars show significant gains while petrol & diesel lose out.
Previous Owner – Current brand (Top 5)
It’s probably unsurprising for most of the top 5 brands previous BMW owners now drive. Interestingly though, Tesla are the joint favourite destination brand with Mercedes.
See what current BMW owners are saying HERE
