Political Partisans’ Vehicle Preferences Stereotypical, Study Shows

Democrats and Republicans are all too predictable when it comes to their vehicle purchases, according to a study from consultancy Strategic Vision.

The survey of 38,000 U.S. consumers who recently purchased a vehicle finds, most luxury-sedan buyers are Republicans, while Democrats prefer vehicles that are environmentally friendly.

But there are a few surprises. One is that the top buyers of convertibles are Republicans, with 69% shopping drop-tops compared with just 18% of Democrats.

“If I were selling a convertible, I’d consider buying some air time on Fox News,” Strategic Vision President Alexander Edwards says.

Other segments preferred by Republicans include minivans, medium SUVs and cross/utility vehicles and fullsize pickup trucks.

Democrats shop small and medium cars, small SUVs and small “multi-function” vehicles that, according to Strategic Vision, include the Nissan Juke and the discontinued Chevrolet HHR.

Party loyalists’ differing automotive tastes are reflected in the top five models preferred by each.

The Democrats’ top choices are the Honda Civic Hybrid, Volvo C30, Nissan Leaf, Acura TSX wagon and Ford Fiesta sedan, according to the survey.

Alexander says the Chevrolet Volt extended-range electric vehicle is popular among Democrats, but insufficient sample size exludes it from the study.

Republicans’ five favorite vehicles are the Ford Mustang convertible, Audi A8, Mercedes GL, Ford Expedition and Ford F-150 pickup.

The study also reveals personal information about members of both parties that contribute to their vehicle preferences, Alexander says.

For example, Republicans are more likely to feel “secure and personally safe,” as well as “feel in control” of their lives. Democrats are more likely to see themselves as “smart,” with a greater number having postgraduate degrees than their Republican counterparts.

Now in its second year, Alexander says the survey is more than just a fun way to highlight the difference between the two major political parties. If analyzed correctly, the information can be useful in auto makers’ marketing efforts.

“You wouldn’t just take this data on convertible buyers and only create ‘Republican-appealing’ messages,” he says. “But instead you’d ask yourself about the conquest opportunity with Democratic buyers who don’t gravitate as much to convertibles.”

In a separate survey of “Total Value” as perceived by consumers, based on responses from 68,000 new-car buyers, six top-rated vehicles in their respective segments also appear in the political study’s top-five rankings: the Honda Civic Hybrid, Acura TSX wagon and Nissan Leaf EV listed by Democrats, and the Audi A8, Ford F-150 and Ford Mustang convertible defined by Republicans.

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