With Toyota on top as the world’s largest auto manufacturer now, one wonders who still buys american cars? I personally own a saab which is built in Sweden but owned by GM which is American. Who knows where that lands. But as far as traditional US built American brands go Ford, GM and Chrysler are the ones we used to call the big three. Now plagued by outdated impressions of bad quality and really high pension and health care costs of it’s workers they are not producing as many cars or selling as many in the US. It shows that the domestic brands are still skewing older than the imports, they also seem to center around the old manufacturing “rust belt” cities who are still feeling the pain of the loss of manufacturing jobs to japan, china and mexico. They are also skewing towards old media usage, which doesn’t mean they are the biggest new technology users or adopters. (which correlates with lower education levels in my mind) So, how can the American car brands buck the trend and get hip, young and relevant fast? (before their customers die?) Hybrids? Crossovers? Independent High quality and reliability awards? I’m not sure. Here is some data from the center for media research today that has some new stats and Here’s the full report:
The Iron Belt Wraps Around Domestic-Only Auto Owners
A newly released 88-Market national report from The Media Audit, analyzing automobile ownership by brand, reveals that 38% of U.S. adults own domestic-only brands, compared to 25.4% of U.S. adults who own foreign-only brands.
The surveys, which were conducted between January 2006 and April 2007, found that among those who are the most loyal to owning only domestic brands are adults who own a truck. According to the study, 47.5% of truck owners own domestic-only brands, making the audience 22% more likely than the average adult to own domestic-only brands.
Older adults are are also more likely to own domestic-only brands. Among 50 plus adults, 42.6% own only domestic brands, a figure that is 12% higher than that of the average adult.
The average age for the nearly 40% of U.S. adults who own domestic-o! nly brands is 47.2 years old, compared to 44.1 years for adults who own foreign-only brands.
The top ranking market for domestic-only automobile ownership is Detroit, Michigan with 73.4% of adults in this market owning domestic-only brands. Toledo, Ohio ranks second with 66.6% who own domestic-only brands, followed by:
- Peoria, Illinois (65.3%)
- Buffalo, New York (64.4%)
- Grand Rapids, Michigan (60.1%)
- Dayton, Ohio (59.7%)
- Akron, Ohio (58.3%)
- St. Louis, Missouri (57.4%)
- Pittsburgh, Pennsylvania (56.2%)
- Cleveland, Ohio (55.6%)
The analysis further reveals that domestic-only vehicle owners exhibit above-average usage of television, direct mail, radio and newspaper. Those who own domestic-only brands are:
- 18% more likely to be heavy television viewers
- 12% m! ore likely to be heavy direct mail users
- 9% more lik ely to be heavy radio listeners
- 9% more likely to be heavy newspaper readers