Breakdown Cover - Who's Buying & Who's Not

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1st Central launches ‘Simply Rescue’, cost effective breakdown cover for the day to day problems faced by motorists. The entry level product, fit for purpose in the current economic climate, provides roadside recovery and assistance and consists of cover for punctures, running out or filling up with the wrong fuel and recovery following an accident.

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Women only 5% more likely to buy breakdown cover than their male counterparts

Prior to launching ‘Simply Rescue’, 1st Central conducted research to understand the buying patterns associated with the UK breakdown cover market.

Findings showed that owners of German vehicles are statistically least likely to buy traditional breakdown insurance compared to owners of vehicles manufactured in any other country. Owners of Italian & American vehicles are the most likely to buy, being 34% and 24% respectively more likely than their German owning counterparts. Perhaps surprisingly, women are only 5% more likely to buy breakdown cover than their male counterparts. Age had more of an impact with 31-50 year olds being 7% more likely to take cover than those under 30, and this percentage rises to 16% for the over 50’s. Age of the car was naturally a factor; brand new car owners are 45% less likely to take out cover, compared to an owner of a 5 year old car. Owners of diesel cars are 9% less likely to buy breakdown cover than petrol car owners. Neither geographical region nor car colour influenced buying habits.

Tom Acott, head of business development at 1st Central commented: “Recognising current pressures on household budgets, we identified a gap in the market for a cost effective, entry level package. Simply Rescue offers drivers affordable peace of mind for the basic car troubles suffered, regardless of the age, make or country of manufacture of the car driven. We continue to listen to our customers and strive to deliver against their needs.”

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Hayley Tea / Anne Staunton
hayley.tea@peak-marketing.co.uk
02086612444
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