SAFETY features, residual value and looks are some of the major factors that are taken into account before customers part with their hard-earned cash, some senior car company executives say.
“Today’s generations of car buyers are well-informed, so they have their own preferences. They may consider a good driving experience or the overall dynamics of the car,” Bermaz Motor executive director Datuk Seri Ben Yeoh told Cars, Bikes and Trucks.
“But more importantly, they look out for the safety packages that a model offers.”
The Mazda6 sedan
Bermaz Motor is the official distributor of the Mazda range in Malaysia, including the well-received Mazda6 sedan.
As one the company’s flag bearers for the Japanese car maker’s SkyActiv technology, the Mazda6 features I-ActivSense feature, a safety technology uses a laser to “sense” the proximity of another vehicle and activate the brakes to avoid a collision.
Yeoh said that Mazda customers also take comfort in the knowledge that their new cars have good residual or resale values as well as low maintenance costs.
“Before buying a new car, most customers will consider the likelihood of reselling it in the future. They will think through the residual values of the car. Then, they will contemplate the total ownership and maintenance costs.”
For other car companies, research and development (R&D) lies in the centre of the industry, with funding being channelled into safety innovation activities.
Mercedes-Benz Malaysia says it works closely with their R&D department which is constantly developing technologies for improving passenger safety.
Examples of new on-board driver-assistance technologies found in new Mercedes-Benz models include Adaptive Brake System (which assists drivers while making critical braking manoeuvres) and Attention Assist (which gives out visual and audible warnings upon detecting signs of fatigue and distraction).
The Mercedes-Benz E-Class
“We invest a lot in our research. Our customers are paying premium prices because they expect premium quality features, especially the safety packages, from our brand,” M-BM president and chief executive Roland Folger told CBT.
“Our customers do not want to concern themselves with accidents. Then again, they do not question the safety of our vehicles as they accept that our brand has reached the top level of safety.”
Mercedes-Benz Malaysia’s top-selling sedans now include models in its C-, E- and S-Class ranges. In 2014, a total of 4,575 units from all three segments were sold nationwide.
Still, despite safety features determining whether a car brand or model gets included in a person’s To-Buy list, there are buyers who place less priority on crash avoidance features as they are lured by the overall design and aesthetics of a car.
A Naza Kia Malaysia executive told CBT that in its case, buyers of their brand seemed to be drawn to overall appearance of and accessories packaged with their sedans.
The Optima K5, for example, is styled to give it a more exclusive look. A sportier look is achieved with a set of 18-inch sport rims as part of the accessories package.
Other features such as Xenon headlamps, LED rear combination and stop lamps as well as a panoramic sunroof further justify the K5’s RM149,888-price tag.
The Kia Optima K5
“With every model shouting out different personalities, our sedans need to be head-turners. They need to be innovative and have features above their class,” Naza Kia’s operations general manager Roshdy Hassan said.
“The issue of car and passenger safety is normally debated whenever a new car is launched. However, most of our customers only opt for the basic safety packages when considering the purchase of a new car,” he said.
“However, we have been consistent in offering some of the highest specification safety features for all our car segments such as six airbags, electronic stability control and anti-lock braking systems.”