U.S. Department of Energy - Energy Efficiency and Renewable Energy

Vehicle Technologies Program

Fact #343: October 25, 2004
Reasons for Rejecting a Particular New Car Model

According to a recent J.D. Power and Associates study, 15.1% of potential buyers mentioned poor gas mileage as a reason for declining to purchase a specific car model. The top 10 reasons for rejecting a car model are shown in the graph below.

Graph showing reasons respondents declined to purchase a specific car model.

Supporting Information

Reasons for Rejecting a Particular New Car Model Share of Respondents
Price too high 38.6%
Monthly payment too high 18.9%
Rebates/incentives not available 18.2%
Didn't like exterior styling/design 17.5%
Wanted better gas mileage 15.1%
Salespeople not professional 13.9%
Limited availability on dealer lots 13.6%
Low-interest financing not available 13.5%
Believed other dealers had better service 13.4%
Didn't like interior styling/design 13.4%

Source: J.D. Power and Associates 2004 Escaped Shopper Study.

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