Cash for Clunkers Buyers Looking at Toyota, Chevrolet and Ford
Top 5 Automakers - Auto Buyer Index* July 09 July 08 Toyota +1.87 +4.21 Audi +1.81 -1.45 BMW +1.66 +3.16 Ford +1.55 -4.64 Hyundai +1.26 -0.96 Source: BIGresearch CIA-Jul 09 & Jul 08*Auto Buyer Index is calculated by subtracting the average percentage of those planning to buy a new vehicle in the next six months considering a brand 1st choice or 2nd choice from the current percentage of ownership of the same brand. A positive number indicates that purchase intentions exceed current ownership. A negative number indicates current ownership exceeds purchase intentions. For additional complimentary data and charts: http://info.bigresearch.com As Congress takes up the issue of continuing "Cash for Clunkers," consumer interest in the program is apparent. 8.8% of adults 18+ said the program would motivate them to purchase a new vehicle and 45.5% of all consumers who said they plan to buy a new auto in the next six months said the program is a key motivator. Ford looks to be a main beneficiary of "Cash for Clunkers" as more people (17.4%) who are motivated to buy a car due to the program are considering a Ford vehicle.
Make of Vehicle Considering TOP 5 (1st Choice) Motivated by "Cash Adults 18+ Planning to for Clunkers"& Buy a New Vehicle Planning to Buy (Excludes "Clunker" Buyers) Ford (17.4%) Toyota (13.5%) Toyota (17.1%) Chevrolet (12.9%) Chevrolet (11.1%) Ford (12.9%) Audi (5.8%) Hyundai (5.6%) Hyundai (5.8%) Honda (5.5%) Source: BIGresearch CIA-Jul 09Those motivated by "Cash for Clunkers" tend to be oriented towards more fuel efficient and cost effective vehicles favoring cars and hybrids at much higher rate than those motivated by the program. The "clunker" buyers are also planning on spending less per car than other car buyers.
Type of Vehicle Considering (1st Choice) Motivated by "Cash Adults 18+ for Clunkers"& Planning to Planning to Buy Buy a New Vehicle Car 70.9% 63.7% Truck 11.4% 12.2% Mini-Van 4.4% 3.8% SUV 17.3% 20.9% Cross-Over 16.2% 13.2% Hybrid 19.1% 12.6% --------------------------------------------- AVG Price $23,666 $26,345 Source: BIGresearch CIA-Jul 09About BIGresearch BIGresearch is a consumer intelligence firm providing analysis of behavior in areas of products and services, retail, financial services, automotive and media. BIGresearch conducts the monthly Consumer Intentions and Actions Survey (CIA) of 8,000+ respondents and the semi-annual Simultaneous Media Survey (SIMM) of 15,000+ respondents. More information is available at http://www.bigresearch.com
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