As we reported recently, there are currently more than 2.3 million Australians planning to buy a new car within the next four years. For most of them, factors such as fuel efficiency, safety and a proven track record will be important considerations when deciding which make to buy. But no matter how many boxes a car ticks in terms of technical specs, emotions also play their part in the purchasing process. After all, who’s going to buy a car they don’t like?
Roy Morgan Research reveals the automotive brands that Australia’s new-car intenders are most fond of…
Oh what a feeling!
And the favourite among people planning to buy a new car in the next four years is…Toyota. As of March 2015, some 36.5% of new car intenders say that Toyota is ‘a brand I like’, a slight increase on the same time last year (35.1%). Following Toyota are three prestige European brands: BMW (liked by 28.8%) of new car intenders), Mercedes Benz (27.8%) and Audi (25.7%).
A fairly balanced mix of European, Asian and Aussie brands feature among the Top 10, with all but the Australian makes either maintaining or increasing their ‘fan-base’ over the past year.
‘A brand I like’: the 15 automotive makes most liked by new car intenders
Source: Roy Morgan Single Source (Australia), April 2014 – March 2015 (n=5,696). Respondents were asked to indicate which automotive brands they liked from a list of 17.
Jordan Pakes, Industry Director - Automotive, Roy Morgan Research, says:
“How consumers perceive a brand can make or break its success in the marketplace. Cautious consumers are unlikely to buy products from a brand they don’t like, especially when that purchase is something as substantial as a new car.
“Fortunately for many of the automotive brands we measure, our latest findings show that the proportions of new car intenders who ‘like’ them have either grown or remained stable.
“With a comfortable lead over its rivals, the country’s top-selling brand Toyota continues to be most-liked, despite the pending closure of its Australian manufacturing operations in 2017. Conversely, Ford and Holden have not fared as well, both losing ground in the past 12 months.
“Of course, liking a brand doesn’t necessarily lead to a purchase. High-end makes BMW, Mercedes-Benz and Audi may be widely liked by many new-car intenders, but are still out of reach in terms of affordability…”
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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