The J. D. Power Escaped Shopper Study examines why customers look at one model of car, but ultimately buy another. The result: when it came to choosing a domestic or an import vehicle, shoppers chose one or the other for different reasons.
According to J.D. Power, almost 80% of new-vehicle buyers limit their considerations to only domestic or only imported cars. (A recent Wall Street Journal piece on Detroit's perception gap said 54% of buyers are "import intenders," who only consider foreign cars.) Buyers who chose American generally did so because they simply didn't want to buy an import, with price -- the lack of incentives, say -- being a secondary consideration. Import buyers cited issues with interiors, reliabibility, gas mileage, and resale value as reasons for not buying domestic.
[Source: J. D. Power]