Key findings:

  • In the UK, 49% of the general population say they don’t care about fancy features in cars, while 40% say they like a car with a lot of luxury features.
  • Luxury feature seekers skew male (59%), while feature minimalists skew female (54%).
  • Feature minimalists are older on average (50% aged 51+ vs 44% of luxury feature seekers).
  • Luxury feature seekers place more importance on tech, convenience and performance (powerful engine: 57% vs 29%).

People don’t all mean the same thing by “the perfect car”. For some, it’s about getting from A to B in something safe, reliable and practical. For others, comfort, technology and premium touches are part of the appeal. As cars become more connected and feature-heavy, YouGov Profiles highlights a clear split in the UK: 49% agree they don’t care about fancy features in cars (feature minimalists), while 40% say they like a car with a lot of luxury features (luxury feature seekers).

YouGov Profiles data shows how these preferences split between these two groups.

How do car feature preferences vary by gender and age in the UK?

The biggest demographic divide is gender. Feature minimalists are majority women (54%), while luxury feature seekers are majority men (59%).

Both groups skew older overall. The largest share of feature minimalists are aged 51+ (50%), and the same is true for luxury feature seekers (44%). However, luxury feature seekers are more concentrated among 30–50s (36% vs 30%), while the 18–29 share is nearly identical (21% vs 20%).

Safety first, then the add-ons

On the essentials, the two groups look similar. Airbags top the “important features” list for both (55% of luxury feature seekers; 51% of feature minimalists). But once you move beyond the basics, luxury feature seekers are consistently more likely to want extra features.

They’re more likely to prioritise parking aids such as parking sensors (54% vs 42%) and a rearview parking camera (45% vs 34%). They’re also much more focused on in-car connectivity: smartphone integration matters to 40% of luxury feature seekers compared with 24% of feature minimalists, and USB ports to 35% vs 23%.

Feature minimalists are more likely to opt out altogether, 25% say none of the listed features matter, versus 21% of luxury feature seekers, reinforcing that pared-back approach.

Power, tech and looks

The attitudinal statements widen the gap further. Luxury feature seekers are more likely to say their car should have as many safety features as possible (85% vs 77%) and to feel they couldn’t live without GPS / sat nav (55% vs 43%).

But the strongest differences are around performance and aesthetics. A majority of luxury feature seekers say they like a car with a powerful engine (57%), compared with 29% of feature minimalists. They’re also more likely to put appearance ahead of engine performance (46% vs 29%).

Even perceptions of quality lean more outward-looking among luxury feature seekers: 46% think foreign-made cars are better quality, versus 32% of feature minimalists.

Both groups start from the same foundation, safety matters, before diverging in their choices. Luxury feature seekers are more likely to want a car that feels modern, powerful and well-equipped, while feature minimalists lean toward simplicity and are more willing to forgo extra tech and upgrades.

Methodology:

YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between January 2025 and January 2026, using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.

Image: Getty Images

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