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Roy Morgan Research is pleased to announce the launch of the much anticipated Automotive Currency Report, covering key consumer marketing metrics of New Car Buying Intention, Brand Awareness, Consideration, Advertising Recall, Brand Rejection, Brand Loyalty and Satisfaction.

Overall Market

The Roy Morgan Consumer Confidence Rating has returned to a comparable level to prior to the ‘Global Financial Crisis.’ Rising Consumer Confidence points to the automotive market returning to health in 2010, as it is usually consumer reaction to an event, rather than the event itself, that has the greatest impact on the economy.

The Internet, which includes traditional content now delivered online, has clearly overtaken Newspaper as the media ‘considered most useful’ when it comes to purchasing a new car, and is a vital medium for automotive communications strategy (refer chart below).

Below: The media considered ‘most useful’ when researching the purchase of a new car

Source: Roy Morgan Single Source (Australia); November 2003 - September 2009

Base: Australians intending to buy a new car in the next four years (12 Monthly Moving Average)

Local Manufacturers

Holden (refer below chart) is showing early indicators of a recovery in 2010, with two key models (Holden Cruze and Holden Sportwagon) providing confidence that the worst may have passed for the once dominant Australian icon.

Below: Holden share of new car buying intention, among those intending to buy a new car in the next twelve months

Source: Roy Morgan Single Source (Australia); November 2003 - September 2009

Base: Australians intending to buy a new car in the next 12 months (12 Monthly Moving Average)

Toyota’s share of new car buying intention has fallen from the record levels achieved in late 2008, despite strong Brand Loyalty and Satisfaction, with gains from Holden and Mazda impacting on Toyota growth outlook.

Ford recorded the highest Brand Rejection of the local manufacturers, a trend which has increased over the past five years. On a positive note, Ford Satisfaction among owners of vehicles under ten years old has recently overtaken Holden.

Mid Volume Importers

The mid volume importers include many of the strongest performing brands, with the key metric of new car buying intention suggesting 2010 is set to be a strong year for Mazda (refer below chart) and Hyundai.

Below: Mazda share of new car buying intention, among those intending to buy a new car in the next twelve months

Source: Roy Morgan Single Source (Australia); November 2003 - September 2009

Base: Australians intending to buy a new car in the next 12 months (12 Monthly Moving Average)

Subaru holds a strong lead on the metrics of Brand Loyalty and Satisfaction, showing the strong linkage between these two key performance indicators.

Mitsubishi has maintained Share of Intention despite no longer selling the Mitsubishi 380, with volume made up by gains in intention to buy Mitsubishi’s imported product range.

Luxury Brands

BMW holds clear lead over Mercedes Benz as the most intended luxury brand (four years ago the two were equal on this metric).

Audi has steadily gained consideration levels throughout 2009 and remains in a strong position for further gains in 2010 and is now close behind Mercedes Benz.

These are just some of the highlights contained in the Roy Morgan Automotive Currency Report.

The report provides five year trended coverage of key marketing metrics and forward looking consumer intentions, at brand and VFACTS Segment level, within the automotive industry; 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).

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“This report delivers a comprehensive overview of the outlook, opportunities and threats relating to the Australian automotive industry.

“Consumer Confidence, which fell sharply amid concern of Australia being drawn into the ‘Global Financial Crisis,’ has returned to levels recorded prior to the economic downturn and suggests 2010 will be a healthier year than 2009 for the Australian automotive industry.

“However, much will depend on the impact of the removal of government stimulus and changes to tariff levels.

“Although coming off a disastrous low, the report suggests the worst may be behind Holden and also points towards a bright year ahead for Holden, Mazda, Hyundai and Audi.

“Subaru’s Satisfaction and Loyalty figures remain well above direct competitors.

“In a broader context, the internet (which includes traditional content delivered online) continues to grow in importance as a key media when it comes to seeking information on the purchase of a new car.”

 

To purchase the Roy Morgan Automotive Currency Report, the Roy Morgan Automotive Leading Indicators Report or New Car Intender Profile Reports- visit the Roy Morgan Online Store:

http://www.roymorganonlinestore.com/Browse/Australia/Automotive/Currency-Reports.aspx

For comments or further detail, please contact:

Norman Morris, Industry Communications Director

Email: Norman.Morris@RoyMorgan.com - Telephone: +61 (03) 9224 5172

Ben Pilkington — Account Services Director - Automotive

Email: Ben.Pilkington@RoyMorgan.com - Telephone: +61 (03) 9224 5187

About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in the United States, United Kingdom, New Zealand and Indonesia. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on print media measurement, financial behaviour, voting intention and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The following table gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size	Percentage Estimate
	40%-60%	25% or 75%	10% or 90%	5% or 95%
5,000	±1.4	±1.2	±0.8	±0.6
50,000	±0.4	±0.4	±0.3	±0.2

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