Friday, March 15th, 2013 - Roy Morgan Research

An estimated 2,240,000 Australians intend to buy a new car in the next four years — but only 4 in 10 of them would prefer that car to be Australian made. Compare this to 2002, when more than half of those in the market for a new vehicle said they’d prefer to buy one manufactured here, and it appears that Australia’s beleaguered automotive industry isn’t out of the woods yet.

An estimated 2,240,000 Australians intend to buy a new car in the next four years — but only 4 in 10 of them would prefer that car to be Australian made. Compare this to 2002, when more than half of those in the market for a new vehicle said they’d prefer to buy one manufactured here, and it appears that Australia’s beleaguered automotive industry isn’t out of the woods yet.

The decline in preference for locally made cars is mirrored among Australians intending to buy in the next 12 months, with the figure sitting at 41.6% (down significantly from 51.4% a decade ago).

However, recent findings from Roy Morgan Research reveal cause for cautious optimism. Over the past 12 months, the preference for Aussie-made cars has crept up, buoyed by an upswing among motorists looking to purchase a new small car.

% agree – “If at all possible I prefer to buy an Australian made car”



Source:Roy Morgan Single Source (Aust): Dec ‘01 –Nov ‘12, n = 600,513 Australians 14+

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

“In the last decade, the popularity of Australian-made cars has fallen. Only four in ten people intending to buy a car in the next four years would prefer it to be Australian made: that’s a decline of more than a quarter since 2002. But it’s not all bad news for local manufacturers: preferences towards locally made vehicles are on the rise again.

“Leading the last 12 months’ modest improvement are people intending to purchase passenger cars. Among the high-volume small car market, the preference for Australian-made has grown by around 20%. Much of this can be attributed to the locally built Holden Cruze sedan and hatch. The new hatch was launched in late 2011, with its local design and production a key feature of its launch and follow-up campaigns.

“Importantly again for Holden, preference for Australian-made among those looking to buy a large car has declined over the last 24 months. With the launch of the all-new locally made Commodore later this year, it will be interesting to see how the market reacts.

“While the proportion of people in the market for SUVs who prefer Australian-made has been stable over the last 12 months, it has increased in the high-volume large SUV segment. Close to half now would prefer Australian made – such as the popular Ford Territory.

“Toyota, who are considering manufacturing the popular RAV4 locally, should also be mindful of this metric. At 31%, preferences among the Medium SUV segment for Australian-made cars are below the total average. But with no local option currently available, Toyota could potentially position the RAV4 apart from its major rivals.”

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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

Australian made cars, cars

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