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Click here to purchase the latest Roy Morgan Quarterly Automotive Currency Report

Roy Morgan Research is pleased to announce the release of the December quarter Automotive Currency Report, covering key consumer marketing metrics of New Car Buying Intention, Brand Awareness, Consideration, Advertising Recall, Brand Rejection, Brand Loyalty and Satisfaction, which each serve as Key Performance Indicators of New Car Buying Intention.

Market Overview

• The Roy Morgan Consumer Confidence Rating remains at a comparable level to prior to the ‘Global Financial Crisis’. Interest rate movement has the potential to dampen Consumer Confidence and restrain growth in new car sales volume among consumers with mortgages (who represent around 37% of the private new car market*).
  
  
• At VFACTS Segment level, the Small Passenger Segment and SUV Segment are the two segments to have gained share of total intention, with Medium Passenger Segment declining (refer chart below).
  
  
• Brand Awareness, Consideration, Advertising Recall, Brand Rejection, Brand Loyalty and Satisfaction each serve as Key Performance Indicators of New Car Buying Intention.

VFACTS Segment Share of New Car Buying Intention, among those intending to buy a new car in the next four years

Source: Roy Morgan Single Source (Australia); February 2004 — December 2009

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

* 37.1% of Australians intending to buy a new car in the next twelve months are ‘paying off’ their home, 12 months ending December 2009 

• The internet, which includes traditional content now delivered online, continues to gain ground as the media ‘considered most useful’ when it comes to purchasing a new car, and is a vital consumer touch point (refer chart below).

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

Source: Roy Morgan Single Source (Australia); February 2004 — December 2009

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

Local Manufacturers

• Toyota (refer below chart) recorded industry best (lowest) Brand Rejection figure, with a low 8% (up on previous quarter) of New Car Intenders rejecting the brand. Ford Brand Rejection (24.3%) improved yet remains the highest of the three local manufacturers, with Holden Brand Rejection stable at 17.5%.

Brand Rejection, among those intending to buy a new car in the next four years

Source: Roy Morgan Single Source (Australia); February 2004 — December 2009

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

Mid Volume Importers

• The mid volume importers include many of the strongest performing brands, with the key metric of New Car Buying Intention pointing towards a positive short term outlook for Nissan and Hyundai (refer below charts).

Nissan 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); February 2004 — December 2009

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

Hyundai 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); February 2004 — December 2009

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

• Despite a recent decline, Subaru holds a strong lead on the metrics of Brand Loyalty and Satisfaction, showing the linkage between these two key performance indicators.
  
  
• Mitsubishi longer term Consideration continues to increase despite no longer selling the Mitsubishi 380, with volume made up by gains in Consideration of Mitsubishi’s imported product range, particularly the Mitsubishi Lancer.
  
  
• Volkswagen and Subaru Consideration levels have also increased.

Luxury Brands

• BMW continues to hold a clear lead over Mercedes Benz as the most Intended luxury brand.
  
  
• Audi has steadily gained Consideration levels throughout 2009 and remains in a strong position for further gains in 2010, having recently overtaken Mercedes Benz on this metric.

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).

Ben Pilkington, Account Services Director - Automotive, Roy Morgan Research, says:

“This report delivers a comprehensive overview of the outlook, opportunities and challenges relating to the Australian automotive industry and the major brands competing within it.

“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.

“However, much will depend on the impact of interest rate movement throughout 2010, as just over one third of private new car buying intention comes from people with mortgages.

“Nissan and Hyundai are the two brands to record the strongest increase in share of intention to buy a new car in the next one year, while Mitsubishi and Volkswagen each recorded strong gains in Consideration.

“Subaru’s Satisfaction and Loyalty figures have declined yet remain above direct competitors.

“As of December, Toyota retains a clear lead on the metrics of Consideration, Share of Intention and Brand Rejection (lowest). It will be important to monitor this trend over the next year, to see how resilient the Toyota brand is to the major recalls of early 2010.

“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 and a staggering 79% of new car intenders have used Google search in the last four weeks.”

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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