Wednesday, April 4th, 2012
There are currently more than 2.2 million Australians in the market for a new car in the next 4 years, an increase of almost 10% over the last 5 years. With so many more people intending to buy new cars, it is important to note that Toyota, Mazda and Honda remain the least rejected brands; according to the latest Automotive Currency data.
For the 12 months to January 2012, only 8% of new car intenders reject* Toyota, this is 15% points below the average for the volume brands. This leaves them 4% points clear of the next least rejected brand Mazda on 12% and 6% points ahead of Honda on 14%.

Brand Rejection (ranked highest to lowest) – Volume Brands

Purchase the latest detailed Roy Morgan Automotive Currency Report
Source: Roy Morgan Single Source (Australia) February 2006 – January 2012 n=6,642 & February 2011 – January 2012 n=5,969 (New car intenders next 4 years). *Reject = “If you were buying a vehicle today, which makes would you definitely not consider?”

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“There are currently more than 45 brands in the Australian market all competing for their portion of new passenger and SUV sales. With record numbers of Australian’s in the market for a new car and with so many brands to choose from, brand rejection is a key KPI for manufacturers to be tracking.

“Brand rejection represents the portion of the market that is essentially unavailable for a brand. Consumer’s rejection for a brand can occur for a number of reasons, including low satisfaction with a vehicle they have owned, negative WOM from trusted advisors, damaging PR, poor dealership experience and in the case of the luxury brands – possibly barriers to cost of ownership.

“Of the volume brands, the big improvers over the last 5 years have been Volkswagen and Hyundai. 5 years ago, 35% (more than 710,000 people) of the new market rejected the Volkswagen brand – now this has figure has reduced to 22%.

“With many Chinese manufactured vehicles starting to hit our shores, brand rejection is an effective measure to track their acceptance as a brand. Great Wall, Chery and Geely all have rejection levels above 60%. This means that more than 1.4 million of the 2.2+ million strong new car market are currently unobtainable to these brands.

“With similar rejections levels achieved by the Korean brands when they entered the market, there is a long road ahead for the Chinese manufacturers before they reach mass market acceptance.”

To learn more about automotive intentions for the different vehicle types, view our Automotive Currency report, which 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.

The latest detailed Roy Morgan Automotive Currency Report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.

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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.
Shaun Ellis
P: 03 9224 5332


new car buying, purchase intentions, automotive, cars



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