Cars are now more Polished than their Owners
Drivers now care more about their car’s appearance than their own according to a new study.
Research into consumer behaviour by leading car cleaning brand MER and Halfords reveal that almost three quarters of motorists (73%) now spend at least as much on car care products as they do on personal grooming.
Whilst men are the most concerned with their car’s appearance - 8 out of 10 (81%) taking as good as or better care of their vehicle than they do of themselves - surprisingly more than half (52%) of women drivers agree.
Halfords car cleaning expert David Howells said: “Cars are an expensive investment and a highly personal statement, so whether caring for your car to preserve its value or ensure it looks its best, these findings show owners are prepared to spend the time and money on an appropriate beauty regime.”
When comparing the sexes in terms of who spends more on car care than their own beauty and grooming products there is a marked difference.
Apparently men are now spending more on beauty and grooming products than women yet the research revealed that two thirds of men (60%) spend more keeping their car looking good and even a quarter (27%) of women admit their car comes first in the beauty stakes.
Donna Howard from MER ‘Auto Shine Technologie’ added: “The amount of science and technology that goes into modern car waxes and polish formulations means our products share many similarities with the cosmetics industry and genuinely help protect paintwork and keep vehicles looking good for longer.
“People are spending an increasing amount of time in their cars and as this research shows, looking good behind the wheel is important to both men and women.”
Notes to editors
Research findings taken from a survey sample of 926 UK drivers during March and April 2013.
According to closeshavesociety.com the average man is now spending £590 on grooming products every year, around the same that amount that women spend on beauty products.
About Halfords Group plc
The Group is the UK’s leading retailer of automotive and leisure products and, through Halfords Autocentres, also one of the UK’s leading independent car servicing and repair operators.
Halfords customers shop at 467 stores in the UK and Republic of Ireland and at Halfords.com - for collection at their local store or direct home delivery. Halfords Autocentres operates from 287 sites nationally and offers motorists dealership-quality MOTs, repairs, and car servicing at affordable prices.
Halfords employs approximately 12,000 staff and sells around 10,000 different product lines in stores – increasing to around 16,000 lines at Halfords.com. The product offering encompasses significant ranges across car parts, in-car technology, car seats, roof boxes, outdoor leisure and camping equipment as well as cycles.
About MER ‘Auto Shine Technologie’
Behind the prestigious MER car care range is German car polish manufacturer Franz Billich Autopflegemittel GmbH, world renowned for automotive shine and protection for over 45 years. Germany’s unrivalled reputation for automotive engineering history and heritage has been combined with MER’s meticulous focus on keeping cars in pristine condition to create the ‘Auto Shine Technologie’ range.
The ‘Auto Shine Technologie’ range is based on Franz Billich’s original German formula, carefully developed to provide optimum performance and a deep gloss shine. Technically advanced and quality engineered, MER products do exactly what they say; simply, efficiently and effectively.