Professional Documents
Culture Documents
Isabelle Helms
Sr. Director, Research & Marketing Analytics
What we learned
#
Cars ARE important!
36
Q. Which of the following best describes when you first received a drivers license? I delayed getting my drivers license until I was older.
23% Afraid of driving....19% Expensive/cost..... 15% Want more training.........14% No need to drive... 9% No interest in driving........ 6%
Busy/no time....
Q. Why did you delay getting your drivers license?
87% 68%
78%
76%77%
Generation X (C )
Q. How important are each of the following items to your social life? (%top two-box)
83
Base: Random Sample (Licensed Driver, Non-Vehicle Owner) Q. What are the main reasons you dont currently own a vehicle?
52
Base: Random Sample (Licensed Driver, Non-Vehicle Owner) Q. Which of the following is your primary means of transportation?
73
Base: Random Sample (Licensed Driver, Non-Vehicle Owner) Q. Which of the following best describes your plans for purchasing a vehicle?
#
Cars are an extension of their personal brand
48
Base: Random Sample (Licensed Driver, Current Vehicle Owner) Q. Please rate your level of agreement with the following: It is extremely important that my vehicle reflects my personality (% top 2 box)
38
Base: Random Sample (Licensed Driver, Current Vehicle Owner) Q. Please rate your level of agreement with the following: The type of vehicle I drive represents what Ive been able to accomplish in life (% top 2 box)
66
30
Base: Random Sample (Licensed Driver, Current Vehicle Owner) Q. How likely are you to purchase this brand for your next vehicle
#
They personally connect with luxury & imports
5 Top brands
Personality fit
Young Millennials
#1 #2 #3 #4 #5
Baby Boomers
#1 #2 #3 #4 #5
Q. Looking at the brands below, would you say each is a brand thatfits you perfectly? Is a very good fit for how you think of yourself? Does not at all fit with how you think of yourself? (top two-box)
#
Come time to purchase, they go for practical
5 Top brands
Consideration
Young Millennials
#1 #2 #3 #4 #5
Baby Boomers
#1 #2 #3 #4 #5
Q. If price were not a consideration, how likely are you to purchase the following brands in the future? (% top two-box)
Brand Consideration
Millennial Baby Boomer
Luxury Brands
Domestic Brands
Import Brands
Q. If price were not a consideration, how likely are you to purchase the following brands in the future? (% top two-box)
23
38
Q. If you were shopping for a vehicle, how important is it that you purchase a vehicle made in the U.S. by U.S. workers?
41
Q. If you were shopping for a vehicle, how important is it that the vehicle you purchase be made by a U.S. company?
#
Dealerships have a huge opportunity to influence
Millennials
Generation X
Baby Boomer
Base: Recent Purchaser (Last 3 months) Q. How many dealerships did you visit while shopping for your? Q. How many times did you visit this dealership in-person before making the purchase?
49
Base: Recent Purchaser (Last 3 months) Q. Please rate your level of agreement with I rely heavily on the information provided to me by the salesperson at the dealership (top 2-box)
Unfortunately
56
Base: Recent Purchaser (Last 3 months) Q. Please rate your level of agreement with the following statements related to your recent dealership experience (top-2 box)
60
Base: Recent Purchaser (Last 3 months) Q. Please rate your level of agreement with the following statements related to your recent dealership experience (top-2 box) Source: 2012 AutoTrader.com Dealer Experience Study
37
Base: Recent Purchaser (Last 3 months) Q. Please rate your level of agreement with the following statements related to your recent dealership experience (top-2 box) Source: 2012 AutoTrader.com Dealer Experience Study
And as a result
47
Base: Recent Purchaser (Last 3 months) Q. Please rate the following on how well they describe the dealership where you purchased your vehicle? Trustworthy Source: 2012 AutoTrader.com Dealer Experience Study
Dealership opportunity
Knowledgeable staff Dealership appearance Experience
Base: Recent Purchaser (Last 3 months) Q. Which of the following factors had the most influence on what dealership you ultimately selected for your purchase?
In recap
1 #2 #3 #4 #5
#
Cars ARE important! Cars are an extension of their personal brand They personally connect with luxury & imports Come time to purchase, they go for practical Dealerships have a huge opportunity to influence
Thank You
Isabelle Helms
Sr. Director, Research & Marketing Analytics