Why Buy a Vehicle? Because I Want One!

The No.1 reason many consumers buy a new car is simply because they want one, according to a study by Vertis, an advertising and marketing firm. Pure desire will lead 36% of new-car purchasers to buy a vehicle within the next 12 months, says the survey of 2,000 adults. Eight percent say they are motivated by mechanical problems with their current vehicle, 11% because they need one for work and 4%

The No.1 reason many consumers buy a new car is simply because they want one, according to a study by Vertis, an advertising and marketing firm.

Pure desire will lead 36% of new-car purchasers to buy a vehicle within the next 12 months, says the survey of 2,000 adults.

Eight percent say they are motivated by mechanical problems with their current vehicle, 11% because they need one for work and 4% because they have a new driver in the family.

Only 5% plan on making a purchase within 12 months based on lower prices, lower interest and financing or price incentives.

For people born after 1976, 24% of single Generation Y men compared with 16% of Gen Y women say they plan to purchase a new vehicle within a year.

Thirty-two percent of Generation Xers (people born after 1964) say they are motivated to visit a dealership based on price incentives; 5% more than the average adult.

Gen Xers are 9% more likely than total adults to be motivated by a special financing offer while Generation Yers are 6% more likely than total adults to be so motivated.

Of younger Baby Boomers (those born after 1955), 21% say a rebate offer motivates them to visit a dealer when shopping for an automobile, compared to 16% of total adults. Gen Y adults are 5% more likely to be lured by a special trade-in offer.

Here's Why Adults Are Buying New Cars

Surveyed consumers planning to buy a new vehicle in the next 12 months are asked what motivated their purchase decisions.
Total Adults
Price 5%
Prices are lower now 2%
On Sale 0%
Rebates 0%
Lower Interest/Financing 1%
Price Incentives 1%
Vehicle 49%
Just want a new auto 36%
Like new styling 1%
Current auto has mechanical problems 8%
Current lease is expiring 4%
Personal 19%
Need a vehicle for work 11%
Another driver in the family 4%
Can afford a better vehicle 3%
Miscellaneous 27%
Better Mileage 1%
Present vehicle is old 4%
Need larger vehicle 2%
Other 19%
Source: ©2005 Vertis Customer Focus®: DM 2005
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