Leather tops car buyers’ criteria
Despite recent reports that car manufacturers are opting for synthetic leather in their models in an attempt to keep costs down, the December report on customers’ online search criteria from CarMax, Inc., said to be the USA’s largest retailer of used cars, will make pleasant reading for the industry.
Leather seats topped the list of the ten most important features that buyers seek in a car, beating all of the latest technologies such as satellite navigation, cruise control, ABS brakes, or TV/DVD players.
"People told us that generally they know the options that are important to them, but often don't know which vehicle makes and models offer them," said Ann Yauger, director of carmax.com.
In fiscal year 2007, Carmax’s website averaged more than four million visits per month and approximately 70% of its in-store customers visited the website before going to the store.
