Table of Contents
- Scope and Themes
- What you need to know
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- Vehicle storage impacted by move to smaller cars, changing driving habits
- Rising obesity rates, heights create pressure for more head, leg, hip room
- Innovation driving shifts towards multi-purpose flexibility, customization
- Vehicle ownership
- Roominess satisfaction
- Storage satisfaction
- Roominess priorities
- Storage priorities
- Cargo habits
- In-vehicle activity habits
- Roominess: Head Room
- Key points
- Head room a more significant issue for younger consumers
- Figure 2: Satisfaction regarding head room in vehicles, by age, February
2009
- High-earning households most likely pleased with head room
- Figure 3: Satisfaction regarding head room in vehicles, by household
income, February 2009
- Roominess: Hip Room
- Key points
- Hip room satisfaction declines with age
- Figure 4: Satisfaction regarding hip room in vehicles, by age, February
2009
- High-earning households most satisfied with hip room
- Figure 5: Satisfaction regarding hip room in vehicles, by household
income, February 2009
- Roominess: Leg Room
- Key points
- Males less enthused about available leg room than females
- Figure 6: Satisfaction regarding leg room in vehicles, by gender,
February 2009
- Leg room most problematic for younger consumers
- Figure 7: Satisfaction regarding leg room in vehicles, by age, February
2009
- Leg room satisfaction improves with rise in household income
- Figure 8: Satisfaction regarding leg room in vehicles, by household
income, February 2009
- Storage: Are Consumers Satisfied?
- Key points
- Males more likely to purchase or rent storage compartments than females
- Low purchase rate for storage accessories shows increased opportunity
- Figure 9: Storage needs based on purchased or rented storage components,
by gender, February 2009
- Younger consumers drive storage component market
- Figure 10: storage needs based on purchased or rented storage
components, by age, February 2009
- Market Drivers
- Automotive design transitioning from large to small cars
- Average U.S. families represent 67% of total U.S. households
- Shorter road trips, less driving, impacting need for space
- SUV sales stall while small cars increase
- Obesity rates, average heights on the rise
- Figure 11: Average mean height (inches) for males and females, aged
20-74, spanning 1960-2002
- Figure 12: Average mean weight (pounds) for males and females, aged
20-74, spanning 1960-2002
- Brand Qualities
- Scion attracts youthful buyers by emphasizing customized comfort
- BMW' s MINI brand makes emphasizes functionality, roominess
- What has ensured the success of MINI?
- Innovation and Innovators
- Chrysler Swivel ' n Go Seating System creates living-room atmosphere
- Honda' s Magic Seat expands configuration options
- GM targets back-seat passengers with internet capabilities
- Advertising and Promotion
- Overview
- Sober themes drive advertising, replacing creature comforts and styling
- Internet increasingly influencing advertising, purchasing decisions
- In-vehicle entertainment used to sell minivans, promote family bonding
- Figure 13: Volkswagen Routan ad, 2009
- Small now being portrayed in a positive light
- Figure 14: Mercedes-Benz GLK ad, 2008
- Figure 15: Mercedes-Benz GLK ad, 2008
- Figure 16: Volkswagen Tiguan ad, 2008
- Practicality, customization are the new indulgence
- Figure 17: Chrysler Aspen ad, 2008
- Figure 18: Chrysler 300 ad, 2008
- Vehicles: What Consumers Own
- Key points
- Four-door passenger sedans preferred most by every age group
- Figure 19: Vehicle ownership, by age, February 2009
- Vehicle ownership largely invariable among household income levels
- Figure 20: Vehicle ownership, by household income, February 2009
- Roominess: What Consumers Value
- Key points
- Leg room most important roominess aspect for both genders
- Figure 21: Satisfaction regarding head, hip and leg room in vehicles by
gender, February 2009
- Leg, head room highly valued across all household income levels
- Figure 22: Satisfaction regarding head, hip and leg room in vehicles, by
household income, February 2009
- Storage: What Consumers Value
- Key points
- Storage slightly more appealing to females
- Figure 23: Important storage features, by gender, February 2009
- Younger drivers place biggest emphasis on storage features
- Figure 24: Important storage features, by age, February 2009
- Individual storage elements frequently prized by higher-income households
- Figure 25: Important storage features, by household income, February 2009
- Cargo: What Consumers Transport
- Key points
- Groceries, retail goods are most common types of vehicle cargo
- Figure 26: Cargo type transported most in vehicle, by gender, February
2009
- Younger drivers more frequently transport "active lifestyle" cargo
- Figure 27: Cargo type transported most in vehicle, by age, February 2009
- Household incomes split cargo hauls according to fun, practicality
- Figure 28: Cargo type transported most in vehicle, by household income,
February 2009
- Activity Use Inside Vehicle
- Key points
- Music, drinking, and eating dominate in-vehicle activities
- Figure 29: Common activities in vehicles by gender, February 2009
- Younger generations keep occupied via entertainment, food, multimedia
- Figure 30: Common activities in vehicles by age, February 2009
- Future Purchasing
- Key points
- Present vehicle cargo space largely satisfactory
- Figure 31: Opinions on future purchasing decisions, February 2009
- Opinions--gender
- Females express more uncertainties than males regarding leg room
- Figure 32: Opinions on leg room accommodation, by gender, February 2009
- Genders uncertain regarding vehicle comfort for heavyset people
- Figure 33: Opinions on heavyset accommodation, by gender, February 2009
- Males willing to spend extra for more cargo, storage space
- Figure 34: Opinions on future storage purchasing decisions, by gender,
February 2009
- Opinions--age
- Younger generations willing to open wallets for additional storage
- Figure 35: Opinions on future storage purchasing decisions, by age,
February 2009
- Fuel economy trumps storage space as priority for all age groups
- Opinions--income
- High-income households willing to pay more for additional cargo room
- Figure 37: Opinions on future storage purchasing decisions, by household
income, February 2009
- Majority of household incomes unwilling to trade fuel economy for storage
- Figure 38: Opinions on future storage purchasing decisions, by household
income, February 2009
- Race and Hispanic Origin
- Key points
- Asians, Hispanics more likely to purchase storage components
- Figure 39: Storage needs based on purchased or rented storage
components, by race, February 2009
- Ownership of vehicle types largely consistent for all races
- Figure 40: Vehicle ownership, by race, February 2009
- Leg, head, and hip room important to all ethnicities
- Figure 41: Satisfaction regarding head, hip and leg room in vehicles, by
race, February 2009
- Asians prefer on-the-go storage features
- Figure 42: important storage features, by race, February 2009
- Asians, Hispanics more frequently transport bulky cargo
- Figure 43: Cargo type transported most in vehicle, by race, February 2009
- Asians, blacks engage in most in-vehicle activities
- Figure 44: Common activities in vehicles, by race, February 2009
- Appendix: Other Useful Consumer Tables
- Figure 58: Satisfaction regarding leg room in vehicles, by race,
February 2009
- Figure 59: Satisfaction regarding head room in vehicles, by gender,
February 2009
- Figure 60: Satisfaction regarding head room in vehicles, by race,
February 2009
- Figure 61: Satisfaction regarding hip room in vehicles, by gender,
February 2009
- Figure 62: Satisfaction regarding hip room in vehicles, by race,
February 2009
- Figure 63: Storage needs based on purchased or rented storage
components, by household income, February 2009
- Figure 64: Vehicle ownership, by gender, February 2009
- Figure 65: Satisfaction regarding head, hip and leg room in vehicles, by
age, February 2009
- Figure 66: Common activities in vehicles, by household income, February
2009
- Appendix: Trade Associations
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