Exploring Factors that Influence Vehicle Purchase Decisions of Older Drivers:
 Where Does Safety Fit?

Zhan, Jenny; Vrkljan, Brenda · 2011 · Crossref

DOI: 10.17077/drivingassessment.1384

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Summary

This study investigates how older drivers perceive vehicle safety and the extent to which safety considerations influence their vehicle purchase decisions. The research is motivated by the critical role driving plays in maintaining independence for older adults, who are simultaneously more vulnerable to injury and burdened by physical or cognitive declines. While vehicle design features can mitigate these risks, there is a gap in understanding whether older drivers’ definitions of safety align with expert recommendations and how safety competes with other purchasing criteria like price, comfort, and brand loyalty. The authors aimed to explore older drivers’ knowledge of automotive design features and examine the specific influence of safety on their purchasing behavior. The researchers employed a qualitative focus group methodology involving 27 drivers aged 70 to 87 (mean age 79) in South-Western Ontario. Participants were recruited from an existing database and included 20 males and 7 females, all holding valid driver’s licenses. Data were collected through four focus groups conducted in July 2010, with a follow-up session in October for member checking and theme verification. Sessions were audio- and video-recorded, transcribed verbatim, and analyzed using open coding to identify emergent themes until saturation was reached. Questions focused on vehicle purchasing experiences, information sources, dealer interactions, and the perceived importance of safety versus other design features. The findings reveal that participants defined vehicle safety narrowly, prioritizing standard features such as seatbelts, airbags, power steering, and reliable brakes. They generally believed that modern vehicles are uniformly safe, rendering safety a baseline expectation rather than a differentiating factor in purchase decisions. Consequently, safety was superseded by other considerations, most notably price and fuel efficiency. Participants also emphasized visibility, adjustability, and accessibility, linking visibility explicitly to safety concerns regarding modern vehicle aesthetics. Conversely, advanced telematics and entertainment systems were often viewed with skepticism due to potential distractions. The purchasing process itself was described as stressful, characterized by distrust of dealers, frustration with bundled features, and difficulty obtaining transparent pricing. Participants relied heavily on personal experience, online forums, and consumer guides, but largely disregarded official safety ratings like NCAP, doubting their relevance to real-world driving conditions. The study concludes that safety is not a primary driver of vehicle purchase decisions for older adults, who instead prioritize cost and practical usability. This disconnect suggests that prohibitive costs may lead to trade-offs where beneficial safety features are omitted. The authors argue that current resources fail to effectively communicate the value of advanced safety technologies to this demographic. To address this, they recommend developing targeted purchasing aids and a Vehicle Design Rating System (VDRS) that bridges the gap between older drivers’ unique safety needs and available vehicle features. Such tools would help older drivers make informed choices, potentially extending their driving longevity and safety. The study highlights the need for future research to address the specific barriers faced by older female drivers and second-hand vehicle buyers.

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• older drivers