Fuel Efficiency Steers Oz Buyers to Distinct Segments
The research company says nearly 80% of Australian motorists – 87% of car drivers, 73% of large-SUV drivers – consider fuel efficiency to be more important in a vehicle than high performance.
Fuel efficiency is still the priority for Aussie motorists, but there’s a significant difference in views between buyers of cars and large SUVs.
Roy Morgan Research says for 87% of car drivers, fuel efficiency is more important than high performance, while only 73% of large-SUV drivers are concerned about this.
Large-SUVs drivers put greater emphasis on having all the extras as standard (74%) and having “lots of space and seating flexibility” (72%) than their counterparts driving light vehicles.
There was no difference in safety considerations with 73% of both groups listing this, but while it came in third among car buyers, it was rated seventh among the large-SUV buyers.
The research company says there are 15.1 million motorists on Australia’s roads and nearly 80% of them consider fuel efficiency to be more important in a vehicle than high performance.
Three-quarters of them only will buy a car with a proven track record and 72% spend a lot of time researching their options before deciding what car to buy.
Some 69% say they usually only consider the main automakers’ products as they don’t want to take the risk with a lesser-known make. A similar 69% cite safety as their top concern when choosing a vehicle.
“In today’s competitive automotive market, it’s essential for dealers and OEMs to understand how a motorist’s attitudes can influence what kind of car they choose,” Roy Morgan Research Automotive Industry Director Jordan Pakes says in statement.
“In 2014, the Hyundai i20, Mazda2 and Toyota Yaris led the way in the light-car-category sales, not surprising given all three models have a strong track record in Australia, 5-star safety ratings and efficient (gasoline) engines.
In the Large SUV category, the big winner for 2014 was the Jeep Grand Cherokee with a segment-leading 16,582 units delivered, compared with fourth place in 2013.
“This is an amazing result, given that Jeep sold only 441 Grand Cherokees in 2010, and is a true testament to the power of a unique and memorable advertising campaign combined with a strong new product appealing to buyers’ various needs,” Pakes says.
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