Parents on the road - the driving forces behind car purchases by parents-to-be and new parents

As families grow, the need to be able to move the whole family around easily increases - via car. But buying a car is a big decision, so we took the temperature of 250 parents-to-be and new parents in the Baby Journey App to see how they think about their means of transportation during the toddler years.

Almost half have recently bought a car or will do so within the next year

Our survey shows that 1 in 5 plan to buy a car in the next year. 1 in 4 have already bought a car in the last 12 months. A fifth of respondents say that a car purchase may be on the cards in the coming year.

Prioritizing safety and convenience for family cars

For half of the respondents, safety is the main concern when choosing a car, which is not hard to understand since the most precious thing you have is to be transported in the car, the children. At the same time, 46% highly value convenience and luggage space. This indicates that the need for a spacious and user-friendly car for the whole family is also high on the list when evaluating car models.

Even when it comes to features in the car for traveling long distances with children, safety is the focus, 73% thinks that child safety features are more important than, for example, Bluetooth connectivity and navigation and map functions.

The role of brand in family car choice

We can conclude that branding both matters and does not. 37% believes that branding is important. A well-known brand that is trusted can symbolize quality and safety which we know this target group values. On the other hand, 39% think that other factors are more important, which may indicate that practical considerations such as price and functionality are the decisive factors, and that it is not the brand that ultimately determines the car.

Majority want to own their car

78% of the respondents plan to own their car, which can be explained by the fact that many do thorough research on the choice of car and therefore also see that they will keep the car for a longer period. Leasing a car, on the other hand, as 19% plans to do, may instead be attractive to those who want flexibility and want to change cars often. 70% states that the resale value of the car is also something they consider when buying a car.

Eco-friendly options - a trend in parents' car purchases

Like other purchases, and other consumption where we see that environmentally friendly options are important for this target group, it is also in focus when buying a car. Almost half, 44%, of parents-to-be and new parents surveyed are considering a hybrid or electric car for their next purchase. This is something that brands in this niche, who want to guide families with children in their choice of car, should pay attention to in their communication and marketing.

Economically conscious choices and low operating costs

78% states that low running costs are a key factor when choosing a car. As we know, expecting and having children comes with a number of costs, so people want to make smart financial choices during this period of their lives. Low running costs are therefore something that brands should emphasize in order to attract expectant and new parents who are about to buy a car.

Understanding how parents-to-be and new parents think about buying a car gives brands in this niche the opportunity to tailor their messages to meet the needs of this target group. If they succeed in doing so, they stand a good chance of taking their place in the everyday life of families with children and in the new life of a family with children. 

Baby Journey are experts in communicating with this target group, contact us to find out how we can help you reach today's and tomorrow's families with children.