You can take the driver out of the county, but you can’t take the county pride out of the driver. New research by Carzone revealed that almost two-thirds (63%) of Irish motorists admit the county on a car’s registration plate influences whether or not they would buy it, highlighting just how much local pride, perception and long-held rivalries shape buying behaviour in Ireland’s used car market.
The nationally representative survey found that more than half (58%) of motorists would actively choose a car carrying their own county registration if every other factor – including age, mileage and condition – was identical, suggesting county colours don’t just influence who we support, but what we drive too.
Perception outweighs practicality
However, county loyalty also has a flip side. Almost half (49%) of Irish motorists admit there are certain county registrations they would be less likely to buy. The most common reasons include the perception that drivers in those counties are harder on their cars, concerns that the vehicle may be more difficult to sell on later and assumptions that tougher road conditions may have caused greater wear and tear.
Cork leads the way for county pride
While the research shows county registrations continue to influence motorists across Ireland, Cork emerged as the county most loyal to its own registration. Seven in ten (70%) Cork motorists said they would actively choose a Cork registration if every other factor – including age, mileage and condition – was identical, making them Ireland’s most loyal motorists when it comes to buying a used car.
The research also found that 70% of Cork motorists say a vehicle’s registration influences their buying decision, highlighting how local identity continues to play a significant role in purchasing decisions.
Commenting on the findings, Conor Faughnan, Independent Motoring Expert at Carzone, said, “It may be less important than a car’s age and condition, but 63% of motorists say the county of registration matters. That’s enough to influence buying decisions. All other things being equal, a Dublin or Cork registration may appeal to a larger pool of buyers and sell more quickly. Even that perception can influence resale values. We also see county perceptions and rivalries coming into play. People may assume a Dublin car has spent more of its life on urban roads, while other counties carry long-held perceptions around driving style or vehicle maintenance.”
While the findings highlight the role county bias can play, Carzone says motorists should be careful not to confuse perception with reality.
“Registration plates can influence first impressions, but they should never be the deciding factor,” continued Faughnan. “There are some sensible reasons to ask where a car has spent most of its life. Coastal locations can increase the risk of corrosion, poor road surfaces can put more strain on suspension and steering, and urban driving can be tougher on certain engines. But those factors aren’t unique to any one county and they should always be considered alongside the car’s overall condition and maintenance history. The smartest buyers look beyond the registration plate. A full service history, a valid NCT, evidence that the car has been well maintained and a thorough inspection will tell you far more about a vehicle than the letters on the number plate. In fact, buyers willing to look beyond county perceptions may even find themselves getting better value.”
Carzone’s Top Tips for Buying a Used Car
While a county registration may shape first impressions, Carzone recommends buyers focus on what really matters:
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Check the vehicle’s service history and look for evidence of regular maintenance.
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Review the NCT history, paying attention to recurring advisories as well as the expiry date.
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Inspect the vehicle carefully for signs of corrosion, accident damage or excessive wear.
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Take the car for a thorough test drive to assess steering, braking and suspension.
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Research the vehicle’s history and, where possible, have it independently inspected before purchasing.