Thursday, September 12th, 2013 - Roy Morgan Research

There are currently almost 2.3 million Australians in the market for a new car over the next four years and nearly 50 brands to choose from. But not all brands are equal in the eyes of prospective buyers — some are more ‘rejected’ than others.

There are currently almost 2.3 million Australians in the market for a new car over the next four years and nearly 50 brands for them to choose from. Obviously, not all brands are equal in the eyes of prospective buyers — some are more ‘rejected’ than others. However, Toyota and Mazda don’t have that problem, boasting the country’s lowest rejection rates.

When asked which auto brands they’d ‘definitely not consider’ buying, only 9.1% of new car intenders named Toyota and 12.1% named Mazda — far lower than the average industry rejection rate of 41.1% (not to mention the 60%-plus rejection rates of certain really unpopular brands).

Interestingly, the average industry rejection figure has declined over the last few years, suggesting that Australians intending to buy a new car are more accepting of automotive brands than they used to be, despite an increasing number of options available to them.

Source: Roy Morgan Single Source (Aust.): July 2012 – June 2013, new car intenders (next 4 years) n= 5,770

Jordan Pakes, Account Director – Automotive, Roy Morgan Research, says:

“Over the past five years, rejection levels have reduced across many of the mainstream brands, with the average industry rejection figure dropping to 41% from 43.6%. This overall reduction has occurred despite a number of new highly ‘rejected’ brands such as Chery, Geely and Great Wall hitting the market. We know from the Roy Morgan State of the Nation report that Australians are increasingly open-minded and international in their outlook, and it looks like this is translating to cars.

“The big movers since 2008 have been Hyundai, Kia and Volkswagen, with Hyundai moving below 30% earlier this year. Five years ago, around 850,000 new car intenders said they’d definitely not consider buying a Hyundai. Since then, public perception of the brand has turned around, and this figure has improved by more than 200,000 — a massive expansion in market potential.

“The strongest gain for Hyundai has been among men, who are now slightly less likely to reject the brand than women — a substantial shift since 2008. Importantly for Hyundai’s future, there have also been strong gains among the youth market and the affluent AB quintile.”

“Looking at the volume VFACTS segments, Hyundai does very well in the light car class with only Toyota, Mazda and Honda having lower rejection levels – not totally surprising given the segment’s younger skew.

“Hyundai’s recent turnaround goes to show that a brand’s image is not set in stone, and with some concerted effort and genuine improvements, it can come back from behind.”

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