What's your car preference?
Posted by: Cal on 20/11/2013
Your social demographic may have an impact on the type of car you prefer, according to a new study released by Roy Morgan.
Their research shows that a huge percentage of "battlers" prefer to buy Australian-made cars over any other model. Battlers are defined by the Helix Personas profile tool as families and/or couples living in cities or towns, who have a secondary school education and earn a low income performing skilled work
Just under half of all Australia's 15.6 million drivers now prefer to buy cars manufactured on home soil, which is a great result. Whether this is due to superior tyre performance or a desire to support local business remains to be seen, but it's good news for Australian car makers!
Just under half of older suburban or rural homeowners, dubbed "golden years" by Helix, would also look for Australian-made cars above any other.
The younger demographic is less inclined to buy locally, with 35.8 per cent of young, inner-city, high earning, technologically-savvy "metrotechs" favouring Aussie cars.
Roy Morgan Research Automotive Group Account Director Jordan Pakes says Ford's announcement this year that it will cease local production in 2016 was widely believed to trigger the demise of the local manufacturing industry. It's likely that Holden and Toyota may also shut up shop on our shores in the next ten years.
Mr Pakes believes the less affluent battlers and golden years groups are less likely to be in the market for a new car in the coming years, and they only make up a quarter of the 2.3 million people who intend to make a purchase from the new car market.
Battlers and golden years take up a third of the Australian Holden market and almost a quarter of that of Toyota.
Those in the "getting by" category are defined as young parents or families with children living at home in the outer suburbs who are bargain hunters. Of this group, 46.5 per cent support home-made cars.
Young families with full time workers earning more than the average income, known as "today's families", have a similar inclination to buy Australian-made as the "getting by" group. So too do "Aussie Achievers", who are young and educated, working full time to pay off their expensive house.
The second to lowest demand for the product was returned by those with "leading lifestyles". These people have high incomes and usually own their own inner-suburb homes.