IRVINE, Calif. -

Kelley Blue Book Market Intelligence’s Quick Stats Poll for August uncovered results that aren’t favorable for a franchised dealer’s used-car department or an independent store.

KBB said that many consumers now believe that foregoing a new-vehicle purchase and opting for a lightly used-newer model may not always be the wiser or thriftier purchase decision, as it has been in the past.

When asked if higher used-vehicle prices have prompted them to consider purchasing new instead, more than half of Kbb.com shoppers who took the poll — 53 percent to be exact — confirmed this sentiment to be true.

“Shoppers must have taken notice of used-car values creeping into new-car territory this year, and did the math to recognize the small price margin,” analysts surmised.

Although the used-vehicle market has softened in recent months, Kelley Blue Book pledged to keep a close watch on consumers’ sentiment toward purchasing new versus used models.

“With the invasion of more affordable, new fuel-efficient vehicles, there was curiosity if this had any influence on used-vehicle shoppers,” analysts explained.

“It may have, as 44 percent of Kbb.com shoppers now considered purchasing new due to the large increase in available fuel-efficient models,” they continued.

Deals and Value Dominate Decisions

KBB believes automaker incentives for new vehicles show a sign of success.

In fact, when asked in a Kbb.com Quick Poll, 68 percent of site shoppers said they have considered a new vehicle they otherwise wouldn’t have because it was deeply discounted or offered special financing.

“This poll exemplifies that the majority of new-car shoppers are driven towards finding deals and maybe not so much by their predetermined short list of vehicles,” analysts stated.

Kbb.com shoppers also described the vehicle they are leaning toward purchasing as not the vehicle they are in love with, but the one that will meet their needs based on affordability, fuel efficiency or practicality.

“It is evident that consumers are controlling their emotions while vehicle shopping, focusing on meeting their ‘needs’ with value rather than splurging to satisfy their ‘desires,’” Kelley Blue Book concluded.