Contents
Introduction and Abbreviations
Definitions
Consumer research
ACORN
Advertising data
Consumer research
Abbreviations
Executive Summary
A market in state of flux
Mintels forecast for downturn proves spot on
Multiple car ownership the key trend
A residual gender gap
Regional peaks and troughs
UK car parc grows on the back of trend to car dependency
UK new car registrations
Demand for new cars spawns a £35 billion UK car market
Rising direct costs reverse recent downturn in new car prices in Britain
Ashes from the Phoenix as Rover bites the dust
Heavyweight adspend support a key strategy
Key research findings - market segments
Prevailing biases in penetration by market segments
Car funding issues - the consumer perspective
Grey market fairly impervious to interest rate trends
Small family car owners most credit-dependent
The decision hierarchy when buying a car
Variations around the mean
like driving in my car-the nature of car usage in Britain
Car dependency takes hold
Usage differs between men and women
Age a defining aspect related to lifestyle differences
Foibles of the core family market
The whole is greater than the sum of the parts
Minis/Superminis exude personality
But is size a shortcoming when it comes to car safety?
Small/medium family cars have strength in depth
But could they lack va va voom
Estate cars challenged on a number of criteria
People carriers geared to the family niche-naturally
Four-wheel drives - who needs Chelsea tractors
Market Drivers
Introduction
PDI and consumer expenditure - the key variables
- Figure 1: PDI and consumer expenditure, at constant 2000 prices, 2000-10
£1 trillion+ personal debt mountain takes edge off consumer confidence
Population shifts
- Figure 2: Trends and projections in total UK population, by age group, 2000-10
Socio-economic shifts
Number of households
- Figure 4: UK households and one-person households, 2000-10
Employment patterns and car ownership
- Figure 5: UK workforce in employment, by gender, 2000-09
Trends in number of driving licence holders
- Figure 6: Full driving licence holders, by age and gender, 1985/96-1999/2001
- Figure 7: Driving test pass rate, 1994-2003/04
Seasonality
Rising cost of motoring
Taxation and the motorist
Fuel duties the main tax burden on the motorist
VAT & vehicle licensing tax
Income tax and National Insurance contributions
Environmental issues a key plank of government transport policy
Pricing issues
Currency movements
Key issues - direct costs
Key issues anti 4x4 fever
Hybrids PC in the US market
Ashes from the Phoenix as Rover is no more
Block Exemption - all roads lead to change
The End of Life Vehicles (ELV) Directive
Car Ownership and Sales Trends
Introduction
Car ownership trends
- Figure 8: Trends in GB car ownership, 1995-2004
Still a discretionary item
- Figure 9: GB car ownership, by number of cars owned, 1995-2004
Car ownership - full demographic analysis
- Figure 10: Car ownership, by gender, age, socio-economic group, lifestage, presence of children and Mintels Special Groups, 2004
Importance of family groups evident
- Figure 11: Car ownership, by lifestage and presence of children, 2004
Country vs town
- Figure 12: Car ownership, by region, marital status, working status, household size, media/communication usage and family income, 2004
- Figure 13: Car ownership, by region, 2004
Market Size and Trends
UK car production
- Figure 14: Trends in UK car production, 1995-2004
- Figure 15: UK car production, by destination source, 2000-04
Trends in the UK car parc
- Figure 16: Trends in the UK car parc, by volume, 1995-2004
UK new car registrations
- Figure 17: Trends in UK new car registrations, by volume, 1995-2006
Upbeat sales at the top end
Market may come under pressure
Market values
- Figure 18: UK new car market size, 2000-05
Market segmentation
- Figure 19: UK new car registrations, by segment, 2000-04
Used car sales suffering from oversupply
Dramatic shift towards diesel
- Figure 20: UK new car registrations, by fuel type, 2000-04
Diesel skewed towards company car drivers
- Figure 21: UK diesel sales, by private versus non-private registrations, 2000-04
- Figure 22: UK new car registrations, by fuel type, 2000-04
Focus on top ten models
- Figure 23: Top ten registered models, by volume, 2004
Ownership by segmentation
Small appears to be beautiful
- Figure 24: Netted results of cars driven most frequently, February 2005
Women and the young think small
- Figure 25: Netted results of cars driven most frequently, by gender, age and socio-economic group, February 2005
A broad commonality for mini/supermini sector
- Figure 26: Netted results of cars driven most frequently, by lifestage, Mintels Special Groups and presence of children, February 2005
Region influence choice of car
- Figure 27: Netted results of cars driven most frequently, by region, working status and marital status, February 2005
TV viewing habits hold little sway
- Figure 28: Netted results of cars driven most frequently, by ACORN category, media usage, commercial TV viewing and supermarkets used, February 2005
Advertising and Promotion
Heavyweight adspend support a key strategy
Advertising rules and standards
Prevailing trends in adspend
- Figure 29: Main monitored media advertising expenditure on cars, 1999-2004
- Figure 30: Main monitored media advertising expenditure on cars, by top ten manufacturers, 2004
Ford outspends the rest
Renault Megane keeps shaking it
Aygo targets youth through music
Vauxhall says Go drive
Volkswagen rolls out new campaign
The New Golf Plus - an advertising campaign thats just a little bit bigger
Peugeot gets into the salon
Citroen gets behind its MPV model
Audi resurrects classic Vorsprung - strapline
Honda revs up Civic campaign
Cars catch the viral and interactive marketing bug
Filtering down to the mass market
Sponsorship and branded TV channels still on the box
Car Funding and The Decision Process
- Figure 31: Source of funding for most recent car purchase, February 2005
Personal savings linked with age
- Figure 32: Source of funding for most recent car purchase, by gender, age and socio-economic status, February 2005
Findings underline importance of grey market
- Figure 33: Source of funding for most recent car purchase, by lifestage, Mintels Special Groups and presence of children, February 2005
Car sales in Scotland and North West could suffer first
- Figure 34: Source of funding for most recent car purchase, by region, working and marital status, February 2005
ACORN provides strong discriminator
- Figure 35: Source of funding for most recent car purchase, by ACORN category, media usage, commercial TV viewing and supermarkets used, February 2005
Family car market will feel the pinch first
- Figure 36: Netted results of cars driven most frequently, by source of funding for last purchase, February 2005
Savings used to purchase premier marques
- Figure 37: Source of funding for last car purchase, by netted results of cars driven most frequently, February 2005
The decision process
- Figure 38: Influences on purchase of last car, February 2005
Needs of self outweigh all others
- Figure 39: Influences on purchase of last car, by gender, age and socio-economic status, February 2005
Partners needs of concern to ABC1 retired drivers
- Figure 40: Influences on purchase of last car, by lifestage, Mintels Special Groups, presence of children and region, February 2005
Emphasis on personal taste among under-35s
- Figure 41: Influences on purchase of last car, by working status, marital status, ACORN category and media usage, February 2005
Marked differences by supermarket usage
- Figure 42: Influences on purchase of last car, by commercial TV viewing and supermarkets used, February 2005
Viral marketing for small cars
- Figure 43: Netted results of cars driven most frequently, by influences on purchase of last car, February 2005
Mini/supermini - a 32032;or me - car
- Figure 44: Influences on purchase of last car, by netted results of car driven most frequently, February 2005
A hands-on approach
- Figure 45: Influences on purchase of last car, by source of funding, February 2005
Personal finance sought by families
- Figure 46: Source of funding, by influences on purchase of last car, February 2005
Car Usage
- Figure 47: Main use of car, February 2005
Disparity in way men and women use their cars
- Figure 48: Main activities for which the car is used, by gender, age and socio-economic status, February 2005
Link between ABC1 families and leisure trips
- Figure 49: Main activities for which the car is used, by lifestage, Mintels Special Groups, presence of children, working status and household income, February 2005
Clear car dependency north of the border
- Figure 50: Main activities for which the car is used, by region and ACORN categories, February 2005
Kwik Save and Asda take note
- Figure 51: Main activities for which the car is used, by media usage, commercial TV viewing and supermarket usage, February 2005
Leisure trips for the grey market
- Figure 52: Other activities for which the car is used, by gender, age and socio-economic status, February 2005
An ABC1 family taxi service
- Figure 53: Other activities for which the car is used, by lifestage, Mintels Special Groups, presence of children, working status and household income, February 2005
Regional differences apparent
- Figure 54: Other activities for which the car is used, by region and ACORN categories, February 2005
Advertising opportunities for broadsheets
- Figure 55: Other activities for which the car is used, by supermarkets used, commercial TV viewing and media usage, February 2005
Influence of type of car owned on car usage
- Figure 56: Activities for which the car is used, by netted ownership of cars, February 2005
The Personal View
Introduction
Summary of responses to questions relating to car segments
- Figure 57: Summary of perceptions of car segments, February 2005
Mini/supermini
- Figure 58: Views on mini/supermini cars, February 2005
Strengths and weaknesses
Small/medium-sized family cars
- Figure 59: Perceptions of small/medium-sized family cars, February 2005
Strengths and weaknesses
Estate cars
- Figure 60: Perceptions of estate cars, February 2005
Strengths and weaknesses
MPVs/people carriers
- Figure 61: Views on MPVs/people carriers, February 2005
Strengths and weaknesses
Four-wheel drives and the chelsea Tractor debate
- Figure 62: Perceptions of four-wheel drives, February 2005
The good, the bad and the indifferent
- Figure 63: Positive views on mini/supermini cars, by number of positive statements chosen, February 2005
Purchase influences and positive views towards mini/supermini cars
- Figure 64: Influences on purchase of last car, by number of positive statements towards mini/supermini cars, February 2005
Positive views on small/medium-sized family cars
- Figure 65: Positive views on small/medium-sized family cars, by number of positive statements chosen, February 2005
Purchase influences and positive views towards small/medium-sized family cars
- Figure 66: Influences on purchase of last car, by number of positive statements towards small/medium-sized family cars, February 2005
Positive views on estate cars
- Figure 67: Positive views on estate cars, by number of positive statements chosen, February 2005
Purchase influences and positive views towards estate cars
- Figure 68: Influences on purchase of last car, by number of positive statements towards estate cars, February 2005
Negative views on estate cars
- Figure 69: Negative views on estate cars, by number of negative statements chosen, February 2005
Positive views on MPVs/people carriers
- Figure 70: Positive views on MPVs/people carriers, by number of positive statements chosen, February 2005
Negative views on MPVs/people carriers
- Figure 71: Negative views on MPVs/people carriers, by number of negative statements chosen, February 2005
Positive views on four-wheel drives
- Figure 72: Positive views on four-wheel drives, by number of positive statements chosen, February 2005
Negative views on four-wheel drives
- Figure 73: Negative views on four-wheel drives, by number of negative statements chosen, February 2005
Consumer Typologies
Methodology and sampling
Introduction
Brief explanation of cluster analysis
Basis for cluster analysis
- Figure 74: Average agreement score among consumer car typologies, February 2005
Consumer typologies by demographic analysis
The role of gender
- Figure 75: Car consumer typologies, by gender, age and socio-economic status, February 2005
Age differentials
The socio-economic picture
The role of lifestage
- Figure 76: Car consumer typologies, by lifestage, Mintels Special Groups and presence of children, February 2005
Children present?
Analysis by Special Groups
Influence of marital and working status
- Figure 77: Car consumer typologies, by working and marital status, February 2005
Regional peaks and troughs
- Figure 78: Car consumer typologies, by region and ACORN categories, February 2005
Media matters
- Figure 79: Car consumer typologies, by media usage, commercial TV viewing and supermarkets used, February 2005
Cross-analysis of typologies by car currently drive most often (nets)
- Figure 80: Car consumer typologies, by type of car respondent drives most often (netted result), February 2005
The Future
Degree of diversity
- Figure 81: Netted results of cars most likely to buy next, February 2005
Registrations facing harsh reality check
Prevailing demographic trends
- Figure 82: Shifts in total UK population, by age group, 2000-10 and 2005-10
Hybrids set to be Next Big Thing in UK market
Pay as you drive charging far off, but inevitable
Diesel penetration likely to peak in 2005
Block Exemption - all roads lead to concentration in supply?
Further growth in the UK car parc - you bet
Viral and interactive marketing set to make greater inroads
Forecast
Mintels hypothesis to be proven correct
- Figure 83: Forecast of UK new car market, 2005-10
A degree of resistance to external influences
- Figure 84: Indexed growth of the new car market, 2005-10
Factors incorporated in the forecast |
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