Table of Contents
- Scope and Themes
- What you need to know
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Price is the top consumer group concern, yet perceptions are different
- Consumers break down vehicle costs between short and long term
- SUVs, large cars continue to dominate, compacts still have room to grow
- Opportunities exist for SUVs, trucks for the College Student market
- Consumer groups overwhelmingly prefer purchasing cars at dealerships
- Shopping/running errands and commuting to work top activity rates
- Suburban Parents
- Key points
- Large trucks, SUVs more preferred by Suburban Parents than singles
- Figure 1: Types of vehicles owned, by suburban parenthood, February 2009
- Suburban Parents overwhelmingly prefer purchasing cars at dealerships
- Figure 2: Where last car/truck was bought/leased, by suburban
parenthood, February 2009
- Suburban Parents less likely to have one-on-one link with mechanic
- Figure 3: Most helpful sources when deciding on car or truck to buy, by
suburban parenthood, February 2009
- Price rules regardless of children; parents value safety in higher numbers
- Figure 4: Most important features when deciding on car or truck to buy,
by suburban parenthood, February 2009
- Suburban Parents use vehicle to integrate practical activities of daily
life
- Figure 5: Main use of car or truck, by suburban parenthood, February 2009
- College Students
- Key points
- College Students value compacts more so than overall respondents
- Figure 6: Types of vehicles owned, by college enrollment, February 2009
- College Students more active buying from private parties, rental outlets
- Figure 7: Where last car/truck was bought/leased, by college enrollment,
February 2009
- College Students more likely to listen to family, peers than general buyers
- Figure 8: Most helpful sources when deciding on car or truck to buy, by
college enrollment, February 2009
- College Students value price, performance in almost equal rates
- Figure 9: Most important features when deciding on car or truck to buy,
by college enrollment, February 2009
- College Students use their vehicles primarily for practical purposes
- Figure 10: Main use of car or truck, by college enrollment, February 2009
- Environmental Advocates
- Key points
- Who are Environmental Advocates?
- Environmentalism not necessarily transferring to compacts first, SUVs last
- Figure 11: Types of vehicles owned, by environmental interest, February
2009
- Environmental Advocates prefer car dealerships for new car purchasing
- Figure 12: Where last car/truck was bought/leased, by environmental
interest, February 2009
- About half of Environmental Advocates personally research before purchase
- Figure 13: Most helpful sources when deciding on car or truck to buy, by
environmental interest, February 2009
- Environmental Advocates rate new car price, fuel efficiency as similar
concerns
- Figure 14: Most important features when deciding on car or truck to buy,
by environmental interest, February 2009
- Environmental Advocates road commuting to work more than general
respondents
- Figure 15: Main use of car or truck, by environmental interest, February
2009
- American Pride
- Key points
- Who are consumers with American Pride?
- American Pride is reflected the most by large trucks, SUVs, not compacts
- Figure 16: Types of vehicles owned, by American Pride, February 2009
- American Pride respondents found primarily at branded car dealerships
- Figure 17: Where last car/truck was bought/leased, by American Pride,
February 2009
- American Pride respondents more influenced by personal recommenders
- Figure 18: Most helpful sources when deciding on car or truck to buy, by
American Pride, February 2009
- Economy fears translate mainly to sticker price, less to fuel economy
- Figure 19: Most important features when deciding on car or truck to buy,
by American Pride, February 2009
- Shopping, running errands tops activity list of American Pride respondents
- Figure 20: Main use of car or truck, by American Pride, February 2009
- Empty Nesters
- Key points
- Who are Empty Nesters?
- Empty Nesters continue to drive larger vehicles, but shun minivans
- Figure 21: Types of vehicles owned, by grown children in home, February
2009
- Empty Nesters make new vehicle purchases mainly at auto dealerships
- Figure 22: Where last car/truck was bought/leased, by grown children in
home, February 2009
- Half of Empty Nesters conduct personal research before vehicle purchase
- Figure 23: Most helpful sources when deciding on car or truck to buy, by
grown children in home, February 2009
- Empty Nesters are concerned over sticker price, but performance rules too
- Figure 24: Most important features when deciding on car or truck to buy,
by grown children in home, February 2009
- Empty Nesters use their vehicles primarily for shopping, less for commutes
- Figure 25: Main use of car or truck, by grown children in home, February
2009
- Urbanites
- Key points
- Who are Urbanites?
- Urban dwellers more likely to drive mid-size or compacts than large cars
- Figure 26: Types of vehicles owned, by urban and non-urban, February 2009
- Urbanites prefer car dealerships, but more active at auto malls than peers
- Figure 27: Where last car/truck was bought/leased, by urban and
non-urban, February 2009
- Urbanites are more active in word-of-mouth vehicle recommendations
- Figure 28: Most helpful sources when deciding on car or truck to buy, by
urban and non-urban, February 2009
- Urbanites show greater concern for fuel, safety, performance than peers
- Figure 29: Most important features when deciding on car or truck to buy,
by urban and non-urban, February 2009
- Urbanites value vehicles for special occasions requiring long distances
- Figure 30: Main use of car or truck, by urban and non-urban, February
2009
- Brand Qualities
- Subaru Outback promoted with environmental edge to urban dwellers
- Marketing with an environmental edge
- Continual facelifts keep it contemporary
- Volkswagen' s diesel Jetta buoyed by emphasis on trendsetting appeal
- Innovation and Innovators
- AutoNation' s online car-buying initiative targets suburban mothers
- Chrysler generates patriotism by targeting military veterans, families
- MINI rooftop parties create connectivity between vehicle, Urbanites
- Advertising and Promotion
- Overview
- Online outreach among top automakers is in decline
- Carmakers spending more to advertise SUVs than hybrids online
- Ford spending most online; automakers represent 58% of total ad
impressions in January
- Figure 31: Top advertisers among auto manufacturers, by total display ad
impressions, January 2009
- Ford reaching out more to consumers through sports promotions
- Subaru targeting environment-minded consumers through animal rights
- Analysis of television commercials
- Vehicles targeting urban singles portrayed as portals for excitement,
danger
- Figure 32: Volvo ad, 2009
- Figure 33: Jeep Cherokee ad, 2009
- Figure 34: Ford Fusion ad, 2009
- Figure 35: Chrysler 300 ad, 2009
- Spots targeting suburban moms, couples balance gender stereotypes, fantasy
- Figure 36: Cadillac Escalade ad, 2009
- Figure 37: Chevy Equinox ad, 2009
- Figure 38: Ford Edge ad, 2009
- Environmentalists respond to components that are good for them, good for
the earth
- Figure 39: Ford Escape ad, 2008
- Appendix: Trade Associations
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