Tuesday, November 12th, 2013

Well under half (45.3%) of Australia’s 15.6 million drivers now prefer to buy a car made at home, with Battlers the only overall community to still favour Australian Made, the latest research from Roy Morgan shows.  

As segmented and defined by the Helix Personas profiling tool, the majority of ‘Battlers’ (55.4%) prefer to buy Australian Made cars—10% points above the norm. 49.7% of ‘Golden Years’ older suburban or rural homeowners say they prefer to buy cars manufactured here.  

But support for Aussie-made is at just 35.8% among younger, inner city, high-earning and early adopting ‘Metrotechs’. Wealthier and established families in the ‘Leading Lifestyles’ community aren’t far behind, with just 39.7% favouring Australian Made vehicles. Over 40% of new car purchase intenders (in the next four years) belong to one of these two higher income communities, compared with less than than 1 in 4 who belong to Battlers or Golden Years.

% agree with the statement – “if at all possible, I prefer to buy an Australian made car”

Source: Roy Morgan Single Source (Australia): September 2012 – August 2013, n = 40,495

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

“Ford’s decision earlier this year to cease local production from 2016 spelled for many the beginning of the end for the Australian auto manufacturing industry. Now with talk of Holden and Toyota following suit, it seems like the writing’s on the wall.

“When it comes to buying Australian-made cars, the less affluent Battlers and Golden Years communities have above-average preference. However compared with the average Australian, Battlers and Golden Years are less likely to be in the market for a new car in the next four years; combined, they make up only around a quarter of the 2.3 million intenders in the new car market.

“Nevertheless, Battlers and Golden Years comprise a third of Holden’s market and almost a quarter of Toyota’s. Both makes need to consider how shutting down local factories will affect sales among these markets that value Australian Made cars.”  

Where do Battlers (Grey) & Golden Years (Purple) live?

Source: Helix Personas by Roy Morgan Research

Contact Profile

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
W: www.roymorgan.com


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