Eating On the Go & Your Car's
the drive-thru may save a few precious minutes,
but what you eat could save thousands of dollars
in the long run. When it comes to a vehicle's
residual value, it's what's on (or not on)
the inside that counts.
Burgers and fries are the "messiest food
they have eaten in their car" (34 percent).
According to the results of a national survey
conducted by Kelley Blue Book Marketing Research
and Taco Bell Corp., nearly 60 percent of
all vehicle owners eat or allow someone to
eat in their vehicles. However, only 34 percent
rank a clean interior as "the most important
attribute to the long-term value of their
vehicle" versus 66 percent for exterior.
And that could be costly.
"Our research highlights a huge misperception
among consumers: that the interior condition
of a car has less importance than the exterior
appearance in terms of residual value,"
said Jack R. Nerad, executive editorial director
and market analyst for Kelley Blue Book. "Cars
in excellent condition and appearance — both
inside and outside — can be valued thousands
of dollars higher than those in good or fair
"With people spending more time in their
vehicles, the number of dashboard diners has
also increased. The dirty little secret? Messy
interiors could potentially cost owners thousands
of dollars when it comes time to turn in or
sell their vehicles," Nerad said.
Innovative companies like Taco Bell are creating
solutions for diners on the go with mess-free
products like the Crunchwrap Supreme(tm),
while leading automotive companies are developing
stain-resistant seats and interiors that can
be hosed out.
"Our guests tell us they want products
that better facilitate their busy, on-the-go
lifestyle," said Bill Pearce, chief marketing
officer of Taco Bell Corp. "With this
in mind, and the fact that drive-thru accounts
for nearly 70 percent of our business, we
have created a portable product that's easy
to eat in the car. Crunchwrap Supreme is the
classic Taco Bell taste made modern, and its
benefit is being able to eat it, not wear
The Kelley Blue Book Marketing Research and
Taco Bell survey also found that people who
allow eating in their vehicle were less concerned
with their vehicle's overall appearance, ranking
all vehicle attributes lower than those who
don't allow eating in their car. Some other
highlights of the study include:
· A combined 90-plus percent of respondents indicate auto body (72 percent) and exterior paint (19 percent) are the most important attribute to long-term value of a car, compared to just five percent who named an interior part as most important.
· When given a choice of 13 attributes to rank in importance with regard to eventual resale value, stained seats and carpets ranked as number 10 and 11 (respectively).
The Crunchwrap Supreme, named in 2005 as QSR Magazine's "Best Meal for on the Move" and a "highlight in portability" by The Los Angeles Times, offers consumers the classic tastes of Taco Bell in an extremely portable, self-contained flour tortilla that's grilled to seal in all the flavors to eat on the go. The Crunchwrap includes a crunchy tostada shell, seasoned beef, warm nacho cheese sauce, lettuce, juicy tomatoes and cool sour cream and is available for $1.89 at participating restaurants (price may vary by location).
Kelley Blue Book Marketing Research administered this nationwide, random survey on kbb.com from Jan. 30 to Feb. 1, 2006, to 1,223 drivers who own or lease their primary vehicle.
About Kelley Blue Book (kbb.com)
Kelley Blue Book's kbb.com is America's most used and trusted vehicle pricing, values and information resource. The top-rated Web site provides the most up-to-date pricing and values for thousands of new and used vehicles, including the Blue Book(r) New Car Value, which reveals what people actually are paying for new cars. Since 1926, car buyers and sellers have relied upon Kelley Blue Book for authoritative and unbiased information to make well-informed automotive decisions. The company also reports vehicle prices and values via products and services, including the famous Blue Book(r) Official Guide and software products. Kbb.com also has been named the No. 1 automotive information site by Nielsen//NetRatings and the most visited auto site by J.D. Power and Associates seven years in a row. No other medium reaches more in-market vehicle shoppers than kbb.com; one in every three American car buyers complete their research on kbb.com.