Price is still one of the biggest factors—and it can be the single top priority—but it does not stand alone. In the Transportation Energy Institute’s 2025 U.S. survey, 38% named purchase price as the one most important vehicle attribute. When respondents rated several attributes, however, reliability edged price by one percentage point. The answer depends partly on whether buyers are asked to pick one thing or say what matters across several.
What the surveys say about price
In the Transportation Energy Institute (TEI) 2025 Driver Behaviors and Perspectives survey, reliability was rated “very important” by 84% of respondents, compared with 83% for price. Safety was rated very important by 76%, and fuel economy by 70%. On that measure, price matters greatly but is almost tied with reliability.
TEI also asked respondents to name the single most important vehicle attribute. Purchase price led at 38%, followed by reliability at 17%, safety at 16%, and fuel economy at 11%. That makes price the clear top single choice in this survey. It does not mean that buyers disregard other attributes when comparing cars.
TEI commissioned Bold Decision to interview 1,203 U.S. adults age 18 and older nationwide from May 19–21, 2025. TEI reports a margin of error of ±2.83 percentage points for the full sample at a 95% confidence level. These are respondents’ stated priorities, not a tally of completed vehicle purchases.
Why other surveys give different percentages
Survey results are not directly interchangeable: some ask people to rate many attributes, others let them select several, and others ask what matters most. The people surveyed and the precise wording also differ.
| Source and respondents | Question format | Reported results |
|---|---|---|
| TEI, 2025; 1,203 U.S. adults | Rate attributes as “very important” | Reliability 84%; price 83%; safety 76%; fuel economy 70% |
| TEI, 2025; 1,203 U.S. adults | Name the single most important vehicle attribute | Purchase price 38%; reliability 17%; safety 16%; fuel economy 11% |
| YouGov, published April 2, 2025; U.S. adults interviewed March 1, 2024–February 28, 2025 | Report considerations when buying a car | Price 68%; performance 60%; safety 56%; fuel efficiency 55%; maintenance costs 51% |
| ACEEE’s summary of prospective buyers planning to purchase a new or used vehicle within ten years | Select up to six important features | Purchase costs, including price and monthly payments, 72%; reliability 69%; safety 66%; fuel economy 59% |
YouGov’s figures come from CategoryView interviews with more than 26,000 U.S. adults age 18 and older over the stated period. Its 68% price result should not be read as a direct replication of TEI’s single-choice finding: the survey question and format are different. ACEEE likewise summarizes a different group and a multiple-selection question; the reviewed page does not establish the underlying study’s publication year. ACEEE cautions that stated preferences do not always translate directly into actual purchases.
Price is more than the sticker
A car’s advertised price is only part of what a buyer may need to compare. The ACEEE measure explicitly groups purchase price and monthly payments under purchase costs, while YouGov reports that 51% of respondents named maintenance costs as a consideration. Reliability and fuel economy can also affect the ownership trade-offs a buyer is weighing, alongside safety and the amount due at purchase.
The figures do not establish a universal formula for deciding how much to spend or how to value one feature against another. They do show why “cheapest” and “best fit” are not necessarily the same judgment: respondents also place high importance on reliability, safety, fuel economy and maintenance expense.
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Trust and financing shape the buying experience
Vehicle attributes are not the whole transaction. Capital One’s 2024 Car Buying Outlook surveyed recent dealership buyers about their buying experience. Twenty-six percent said working with a trusted dealer was its most important part, while 10% named getting the best vehicle price. Separately, 48% said they would be willing to visit a dealership with higher prices if they trusted the dealer. These responses describe the dealership experience, not a ranking of vehicle features.
Capital One also reported that 52% of buyers defined transparency as clarity about a car’s price and financing. Clear financing terms can therefore matter alongside the vehicle’s quoted price; the survey does not show that one lender or financing option is best for every buyer.
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How to use the findings when comparing cars
- Set a realistic purchase-cost limit. Consider both the price and the monthly payment rather than treating either figure as the entire cost picture.
- Compare the attributes you will live with. Reliability, safety, fuel economy and maintenance costs all appear prominently in the cited surveys, though their importance to you depends on your needs.
- Look for clear terms. Make sure the vehicle price and financing details are understandable before judging competing offers.
- Separate the car from the sales experience. A dealer’s trustworthiness may influence where someone is comfortable buying, but it is a different consideration from which vehicle offers the best combination of features and cost.
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