Wednesday, April 25th, 2012
According to the latest Roy Morgan Leading Indicators Report for March 2012, an estimated 741,000 Australians (excluding fleet government & rental buyers) are intending to buy a new car in the next 12 months. This is the highest level reached in the last 10 years and is up on the February result of 684,000, remaining well above the short-term average2 of 614,000. These results came from the Roy Morgan Single Source survey of over 50,000 interviews annually.
In the longer term an estimated 2,290,000 Australians intend to buy a new car in the next 4 years a decline of 31,000 vehicles on the record February 2012 figure of 2,321,000 and well above the long-term average1 of 2,074,000.

New Car Buying Intention

Source: Roy Morgan Single Source (Australia): April 2002 – March 2012, n=561,311 (average quarterly sample n = 13,683). 1Long Term Average = Four year new car buying intention, April 2002 – March 2012. 2Short Term Average = One year new car buying intention, April 2002 – March 2012.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“2012 looks increasingly likely to be a top year for the Automotive Industry, with a record number of Australian’s in the market for a new car in the next 12 months. According to VFACT’s, new vehicle sales in January, February and March 2012 have all exceeded the 2011 results – this strong start, combined with record consumer buying intentions should result in a high volume of new vehicle sales.

“Of the mainstream brands Subaru and Mazda appear to be the major beneficiaries in the short term. After a turbulent 2011, this will be welcome relief for Subaru, who have recently introduced their all new Small SUV – the XV and also launched the new Impreza range.

“Much of the growth is in the SUV market, with the newly redefined Large SUV < $70K segment improving the most over the recent term. Buying intentions for this new segment have moved ahead of the Large < $70K passenger segment, with the Toyota Kluger, Toyota Prado, Ford Territory and Jeep Grand Cherokee accounting for almost 60% of the segments volume.

“The complete Roy Morgan Automotive Leading Indicators Report delivers detailed coverage of the health of the Australian automotive market.”


To learn more about automotive intentions for the different vehicle types, view the latest detailed Roy Morgan 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. Brands are reported individually within three distinct groups; Local Manufacturers (Toyota, Holden and Ford), Mid Volume Importers (Mazda, Mitsubishi, Honda, Nissan, Subaru, Volkswagen and Hyundai) and Luxury Brands (BMW, Mercedes Benz, Audi and Lexus).

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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.
Shaun Ellis
P: 03 9224 5332


new car buying, purchase intentions, automotive, cars



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