Thursday, December 15th, 2011 - Roy Morgan Research
Over the past eight years there has been a move away from larger cars and strong growth in the number of Australians driving Small Passenger Cars and SUVs (Sport Utility Vehicles), according to the latest, recently released, Roy Morgan State of the Nation Report 9.

In 2003 over 30% of Australian drivers were driving Large Cars, in the latest Roy Morgan State of the Nation Report, only 20% are driving large cars. In the same period, the report shows a strong growth in the number of Australians driving Small Passenger Cars, up to 22% (from 19.3%) and SUVs up to 16.5% (from 8.9%) – but they are mostly the Compact and Medium SUVs.

Even Medium Sized Cars are less popular, now being driven by 13% (down by almost 3% from 2003).

Type of Vehicle Driven


Source: Roy Morgan Single Source June 2003 - Sep 2011, 12 months moving average. 12 months to September 2011, n = 15,379.


When looking at the type of SUV driven, Australians are choosing Compact and Medium SUVs over Large and Luxury SUVs, with 7% driving a Compact SUV and 6% a Medium SUV in September 2011. Large and Luxury SUVs retained their share at 2.5% and 1% respectively.

Type of SUV Driven


Source: Roy Morgan Single Source June 2003 - Sep 2011, 12 months moving average. 12 months to September 2011, n = 15,379.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“A major emerging trend within the Compact SUV segment is the recent introduction of a range of new 'Sub' Compact SUV models. These are even smaller again than the traditional Compact SUV and traditionally will sell more in 2WD format than 4WD (essentially city cars). Models include the Nissan Dualis, Mitsubishi ASX, Hyundai ix35 and soon to be released Subaru XV.

"According to the latest Roy Morgan Automotive Currency Report, almost half of the 15 million Australian drivers 18+ on our roads today would seriously also consider buying a diesel vehicle. Those diesel considerers who are in the market for a new car are more likely to be considering a Compact or Medium SUV. As for which brand of SUV they are considering, they are more likely, than the average new car considerer, to be looking at a Volkswagen, Mitsubishi or a Ford. According to VFACTs, Ford sold 1776 of its recently introduced Ford Territory SUVs (with a diesel option) in the month of November 2011, which is more than any other SUV sold in the month."


The
Roy Morgan State of the Nation Report 9 provides a thirteen-year perspective on Australian Society based on over half a million interviews conducted between July 1997 and September 2011. Thirteen years ago, Roy Morgan Research, and many others, anticipated that Australians would face an increasingly complex social environment that would change both the level of demand for its products and services, and the climate of support for those products and services. In this Roy Morgan State of the Nation Report, we have measured all of these issues and explored in more detail how they have played out, in terms of Society, Technology, Economy, Politics, and Environment.

The latest detailed Roy Morgan
Automotive Currency Report provides information about automotive intentions for the different vehicle types; The report covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content. Brands are reported individually within three distinct groups; Local Manufacturers (Toyota, Holden and Ford), Mid Volume Importers (Mazda, Mitsubishi, Honda, Nissan, Subaru, Volkswagen and Hyundai) and Luxury Brands (BMW, Mercedes Benz, Audi and

An extensive range of Roy Morgan New Car Intender Profiles is available, by make, model and segment covering brands like Honda, BMW, Holden, Mazda, Ford, Mercedes-Benz, Subaru, Mitsubishi, Nissan and Volkswagen.

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Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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Keywords

State Nation 9 More Australians Small Passenger Cars Compact SUVs

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