Mazda3 Draws Most Interest From Prospective Oz Buyers
Executive Summary
A spokesman for the research firm says about 145,000 consumers are considering a Mazda3 for their new car, more than any other model on the Australian market.
Nearly 2.3 million Australians intend to buy a new car in the next four years, and the Mazda3 heads the wish list, Roy Morgan Research automotive survey data shows.
It finds 6.4% of new-car intenders are considering the Mazda3, ahead of the GM Holden Commodore/Calais (5.7%), Toyota Corolla (5.0%), GM Holden Cruze (4.1%) and Volkswagen Golf (4.0%).
The difference between the Mazda3 and Corolla is equivalent to more than 30,000 potential sales in a highly competitive market.
But Toyota commands greater interest overall, with six of its models in the top 15. More than 25% of purchase intenders are considering a Toyota, 10 percentage points ahead of Mazda.
Norman Morris, industry communications director-Roy Morgan Research, says about 145,000 people are considering a Mazda3 for their new car, more than any other model on today’s Australian market.
“This is a good result for Mazda, given the current model is right at the end of its lifecycle and the upgrade is due to be launched in Australia early next year,” Morris says in a statement.
“The Mazda3 is right up there again in terms of sales for 2013 sales, with only the Toyota Corolla making its way to driveways in greater numbers.”
The survey finds that as four of the top five most-considered models are small cars demographic differences come into account: “People considering a Mazda3, Corolla or Golf are more likely to live in the city, whereas those after a Cruze are more likely to be country drivers,” Morris says.
Most consumers considering the purchase of a Mazda3, Corolla and Cruze are female, but the opposite is true of the Golf. Those interested in the Mazda3 are much more concerned about looks and style, while those looking at a Corolla regard their car simply as transport from A to B.
“Australians with a new Golf on their shopping list are much more likely to regard themselves as car enthusiasts, while people looking at a Cruze prefer Australian-made cars,” Morris says.
