Among the 2.266 million Australians looking to buy a new car in the next four years, more put the Mazda3 in the maybe pile than any other car.
6.4% of new car intenders are considering the Mazda3, ahead of the Holden Commodore/Calais (5.7%), Toyota Corolla (5.0%), Holden Cruze (4.1%) and Volkswagen Golf (4.0%). The difference between the Mazda3 and Corolla is equivalent to over 30,000 potential sales in a highly competitive market.
But Toyota commands a higher consideration level overall, with six of its models in the Top 15. More than 1 in 4 purchase intenders are considering a Toyota—10% points clear of Mazda.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“With around 145,000 people considering a Mazda3 for their new car, this makes the model the most-considered new car in Australia today. This is a good result for Mazda, given the current model is right at the end of its life-cycle and the upgrade is due to be launched in Australia early next year. The Mazda3 is right up there again in terms of sales for 2013 sales, with only the Toyota Corolla making its way to driveways in greater numbers.
“With four of the top five most considered models being ‘small’ cars, it comes down to key demographic differences between those considering the various models:
“People considering a Mazda3, Corolla or Golf are more likely to live in the city, whereas those after a Cruze are more likely to be country drivers. The majority of Mazda3, Corolla and Cruze considerers are female, but the opposite is true of the Golf. Mazda3 considerers are much more concerned about “looks and style”, while those looking at a Corolla regard their car simply as transport from A to B. Australians with a new Golf on their shopping list are much more likely to regard themselves as car enthusiasts, while people looking at a Cruze prefer Australian made cars.”
Source: Roy Morgan Single Source (Australia): New Car Intenders (next 4 years) May 2012 - April 2013, n = 5,785
Roy Morgan Research
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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