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Click here to purchase detailed "Roy Morgan Target Profiles" for Automotive Attitudes

Of 31 automotive attitudes asked of more than 15,000 Australian drivers in the latest Roy Morgan Research survey, the largest majority of Australian drivers agree ‘fuel efficiency is more important than high performance’ (79.9% agree). The second highest ranking attitudinal statement was ‘I will only buy a car with a proven track record’ which recorded 74.2% agreement, followed by ‘I want a car that has all the extras as standard’ with 72.4% agreement.

The vast majority also agreed ‘a long warranty is essential to me when buying my new car’ (71% agree), ‘I spend a lot of time researching my options before deciding which car to buy’ (69.9% agree) and ‘safety is my number one concern when choosing a vehicle’ (69.8% agree), during the twelve months ending December 2009.

Automotive Attitudes Top 10 — All Drivers Agree

Source: Roy Morgan Single Source January 2009 — December 2009. AutoMap — n= 15,645

The same automotive attitudes, when viewed among those intending to buy a new car in the next four years, paint a similar picture yet show an increase in desire to seek  ’a car with all the extras as standard’, which is the most agreed to attitudinal statement among those intending to buy a new car.

Automotive Attitudes Top 10 — New Vehicle Intenders next 4 years Agree

Source: Roy Morgan Single Source, January 2009 — December 2009.
AutoMap New Vehicle Intenders next 4 years n= 5,618

Ben Pilkington, Account Service Director, Roy Morgan Research says:

“More Australian drivers agree ‘fuel efficiency is more important than performance’ than any other attitudinal statement. However, among those in the market for a new car, ‘extras’ and ‘warranties’ become important, wanting ‘a car that has all the extras as standard’ tops the list at 76%, ahead of ‘a long warranty is essential to me when buying a new car,’ with fuel efficiency still of great importance.

“Clear differences in attitudes were also found between males and females. Although high for both genders, Women — who contribute to 45% of private new car buying intention - were in much stronger agreement to the need for safety and fuel efficiency. For men, ‘a car that has all the extras as standard was the highest ranked attitude, followed by ‘spending a lot of time researching my options before deciding what car to buy.

“With several major brands announcing large scale product recalls at the start of 2010, it will be interesting to monitor any movement in the importance of safety.”

Detailed analysis shows different people have different attitudes.

For the detailed Roy Morgan target profiles of each of these and many more automotive attitudes visit the Roy Morgan Online Store

These profiles provide a broad understanding of the target group in terms of demographics, attitudes, activities and media usage.

The Roy Morgan Automotive Currency Report, the Roy Morgan Automotive Leading Indicators Report or New Car Intender Profile are also available at the Roy Morgan Online Store:

http://www.roymorganonlinestore.com/Browse/Australia/Automotive.aspx

For comments or further detail, please contact:

Ben Pilkington — Account Services Director - Automotive

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

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