Car Market - Aspirations - UK - November 2005

TABLE OF CONTENTS

• Introduction and Abbreviations
• Definitions
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Premier Insight
• Driver fatigue sets in among third agers
• Focusing on freedom and independence
• In-car accessories need to be tightly focused
• Car of my dreams is the car of my needs
• Executive Summary
• Setting the parameters
• A market at a crossroads
• Growth in UK car parc hints at car dependency
• UK new car registrations lacklustre in 2005 to date
• Demand for new cars spawns a £35 billion UK car market
• Heavyweight adspend support a key strategy
• Shift to multiple ownership well established
• A residual gender gap
• Car ownership exhibits regional peaks and troughs
• Status versus materialism as motivations in car ownership
• Is small beautiful?
• Driving is a chore -- for some
• Fun and exciting
• Men more up for buying car in next year
• Future purchasing intentions
• Attaining the dream car
• Reliability the most sought-after attribute
• Future trends
• Market Factors
• Introduction
• PDI and consumer expenditure -- the key variables
  • Figure 1: PDI and consumer expenditure, at constant 2000 prices, 2000-10
• £1 trillion+ personal debt mountain dents consumer confidence
• Competition in the family saloon and MPV segments to intensify
  • Figure 2: Trends and projections in total UK population, by age group, 2000-10
• AB shift unleashes spend on top-range marques
  • Figure 3: Trends and projections in the total GB population, by socio-economic group, 2000-10
• Growth in one-person households a favourable trend
  • Figure 4: UK households and one-person households, 2000-10
• Employment patterns influence car ownership
  • Figure 5: UK workforce in employment, by gender, 2000-09
• Trends in number of driving licence holders
  • Figure 6: Full driving licence holders, by age and gender, 1985/96-1999/2001
  • Figure 7: Practical driving test pass rate, 1994-2003/04
• Seasonality
• Rising cost of motoring
• Taxation and the motorist
• Fuel duties the main tax burden on the motorist
• VAT & vehicle licensing tax
• Income tax and National Insurance contributions
• Environmental issues a key plank of government transport policy
• Pricing issues
• Currency movements
• Direct costs
• 'Anti-4x4 fever'
• Hybrids PC in the US market
• The state of play with MG Rover Group
• The blow of administration
• 'Reports of my death have been exaggerated' -- gearing up for Rover's return
• New green car labels in pilot scheme in run-up to September 2005 rollout
• Block Exemption -- all roads lead to change
• The End of Life Vehicles (ELV) Directive
• Heavyweight adspend support a key strategy
  • Figure 8: Main monitored media advertising expenditure on cars, 1999-2005
• Functional- Versus Status-oriented
• Introduction
• Function versus materialism in car purchasing
• Role of status and materialism
• Sociological and socio-psychological perspectives
• Functionality vs image
  • Figure 9: Response to lifestyle statements 'My car is only there to get me from A to B' and 'You can judge a person by the car they drive', 1993-2005
• Findings reflect car dependency
• An extension of self?
• Getting from A to B -- demographic analysis
  • Figure 10: Response to TGI lifestyle statement 'My car is only there to get me from A to B', by gender, age and socio-economic group, 2005
• Similar response between men and women
• 15-34-year-olds perceive cars in aspirational rather than functional terms
• Car dependency apparent among ABs
• Rational/functional perspective among older consumers
  • Figure 11: Response to TGI lifestyle statement 'My car is only there to get me from A to B', by lifestage, presence of children and Mintel's Special Groups, 2005
• Ownership imbued with aspects beyond mere function
• Attitudes transcend regional foibles
  • Figure 12: Response to TGI lifestyle statement 'My car is only there to get me from A to B', by region, 2005
• Conspicuous or symbolic consumption among singles
  • Figure 13: Response to TGI lifestyle statement 'My car is only there to get me from A to B', by marital status, working status and household size, 2005
• Correlation between higher income and conspicuous consumption
  • Figure 14: Response to TGI lifestyle statement 'My car is only there to get me from A to B', by media usage and summary family income, 2005
• Establishing opinions of the functional-oriented
  • Figure 15: Cross-analysis of response to TGI lifestyle statement 'My car is only there to get me from A to B', by response to luxury/status/national sentiments, 2005
• Judging a person by the car they drive -- demographic analysis
  • Figure 16: Response to TGI lifestyle statement 'You can judge a person by the car they drive', by gender, age and socio-economic group, 2005
• Subtle messages needed for third age audience
  • Figure 17: Response to statement affirming 'You can judge a person by the car they drive', by lifestage, presence of children and Mintel's Special Groups, 2005
• Keen awareness of the social divisions in London?
  • Figure 18: Response to TGI lifestyle statement 'You can judge a person by the car they drive', by region, 2005
• Self- and peer-aware single adults
  • Figure 19: Response to TGI lifestyle statement 'You can judge a person by the car they drive', by marital status, working status and household size, 2005
• Scope for Internet and viral marketing campaigns
  • Figure 20: Response to TGI lifestyle statement 'You can judge a person by the car they drive', by media usage and summary family income, 2005
• Establishing opinions of the status-oriented
  • Figure 21: Response to TGI lifestyle statement affirming 'You can judge a person by the car they drive', by response to luxury/status/national statements, 2005
• Conspicuous consumption behaviour goes very deep
• TGI statements on attitudes towards cars
• Getting behind the wheel
  • Figure 22: Response to statement affirming 'I enjoy driving', 2001-05
  • Figure 23: Response to statement affirming 'I love a fast, punchy style of driving', 2001-05
• Keeping up appearances
  • Figure 24: Response to statement affirming 'It is essential that a car looks good too', 2001-05
  • Figure 25: Response to statement affirming 'I like cars with original design', 2001-05
• Car dependency
  • Figure 26: Response to statement affirming 'If I could, I would gladly do without the car', 2001-05
  • Figure 27: Response to statement affirming 'The car is essential for me to make the most of my leisure time', 2001-05
  • Figure 28: Response to statement affirming 'Whenever I can choose between car and train, I choose the train', 2001-05
  • Figure 29: Response to statement affirming 'I'm not interested in the car and have as little to do with it as possible', 2001-05
• Getting under the bonnet
  • Figure 30: Response to statement affirming 'I'm interested in the car's mechanics', 2001-05
  • Figure 31: Response to statement affirming 'I do small repair jobs on my car', 2001-05
• Driving and work
  • Figure 32: Response to statement affirming 'I use my car to go to work', 2001-05
  • Figure 33: Response to statement affirming 'I use my car to do my job', 2001-05
• Taking ownership
  • Figure 34: Response to statement affirming 'I'm possessive about my car', 2001-05
• An extension of home?
  • Figure 35: Response to statement affirming 'For me my car is like a second home', 2001-05
• An expression of driver's personality
  • Figure 36: Response to statement affirming 'A car must express its driver's personality', 2001-05
• Keeping it clean
  • Figure 37: Response to statement affirming 'I wash my car myself', 2001-05
• Response to TGI Lifestyle statements on cars
• Over-conspicuous consumption?
  • Figure 38: Response to TGI lifestyle statement affirming 'My car should catch people's attention', 2001-05
• An expression of own personality
  • Figure 39: Response to TGI lifestyle statement affirming 'My car should express my personality', 2001-05
• Standing out from the crowd
  • Figure 40: Response to TGI lifestyle statement affirming 'I like a car that stands out', 2001-05
• Choosing a car on its looks
  • Figure 41: Response to TGI lifestyle statement affirming 'I would choose a car mainly on the basis of its looks', 2001-05
• Safety first
  • Figure 42: Response to TGI lifestyle statement affirming 'My car should be equipped with all possible safety features', 2001-05
• Importance of comfort
  • Figure 43: Response to TGI lifestyle statement affirming 'Comfort is the most important thing in a car', 2001-05
• Consumer Attitudes Towards Cars
• Introduction
• 'Small is beautiful when it comes to cars'
  • Figure 44: Response to statement affirming 'Small is beautiful when it comes to cars', February 2005
• Opportunity to woo unconvinced women
  • Figure 45: Response to statement 'Small is beautiful when it comes to cars', by gender, age and socio-economic group, February 2005
• Superminis achieve success among ABC1 pre-/no family group
  • Figure 46: Response to statement 'Small is beautiful when it comes to cars', by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• Scope for green car labelling initiatives in Scotland
  • Figure 47: Response to statement 'Small is beautiful when it comes to cars', by region and ACORN category, February 2005
• Broadsheet and mid-market tabloids ideal for small car advertising
  • Figure 48: Response to statement 'Small is beautiful when it comes to cars', by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• 'A car is just to get me around'
  • Figure 49: Response to statement affirming 'A car is just to get me around', February 2005
• Women tend to see the functional side of cars
  • Figure 50: Response to statement 'A car is just to get me around', by gender, age and socio-economic group, February 2005
• Harness and nurturing latent tendencies among ABC1 third agers
  • Figure 51: Response to statement 'A car is just to get me around', by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
  • Figure 52: Response to statement 'A car is just to get me around', by region and ACORN category, February 2005
  • Figure 53: Response to statement 'A car is just to get me around', by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• 'You can tell a lot about a person by the car they drive'
  • Figure 54: Response to statement affirming 'You can tell a lot about a person by the car they drive', February 2005
• A source of prestige in early adulthood
  • Figure 55: Response to statement 'You can tell a lot about a person by the car they drive', by gender, age and socio-economic group, February 2005
• Younger adults judge a person by the car they drive
  • Figure 56: Response to statement 'You can tell a lot about a person by the car they drive', by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• Keeping up with the Joneses in the suburbs
  • Figure 57: Response to statement 'You can tell a lot about a person by the car they drive', by region and ACORN category, February 2005
• TV sells image
  • Figure 58: Response to statement 'You can tell a lot about a person by the car they drive', by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• 'Driving is a chore'
  • Figure 59: Response to statement affirming 'Driving is a chore', February 2005
• Ride quality key to young drivers
  • Figure 60: Response to statement 'Driving is a chore', by gender, age and socio-economic group, February 2005
• Driving tedium in around the middle years
  • Figure 61: Response to statement 'Driving is a chore', by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• Driving enjoyment in Scotland
  • Figure 62: Response to statement 'Driving is a chore', by region and ACORN category, February 2005
• Broadsheet readers apparently reluctant to drive
  • Figure 63: Response to statement 'Driving is a chore', by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• 'Driving is fun and exciting'
  • Figure 64: Response to statement affirming 'Driving is fun and exciting', February 2005
• Women still differ from men in attitudes towards driving
  • Figure 65: Response to statement 'Driving is fun and exciting', by gender, age and socio-economic group, February 2005
• Cavalier attitude towards life among the young
  • Figure 66: Response to statement 'Driving is fun and exciting', by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• Urban Prosperity drivers a key target for performance, luxury cars
  • Figure 67: Response to statement 'Driving is fun and exciting', by region and ACORN category, February 2005
• Telly fanatics find driving fun and exciting
  • Figure 68: Response to statement 'Driving is fun and exciting', by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• Car Ownership and Sales Trends
• Introduction
• Car ownership trends
  • Figure 69: Trends in GB car ownership, 1995-2004
• Still a discretionary item
• Car ownership -- full demographic analysis
  • Figure 70: Car ownership, by gender, age, socio-economic group, lifestage, presence of children and Mintel's Special Groups, 2004
• Importance of family groups evident
• Population density a key criterion
  • Figure 71: Car ownership, by region, marital status, working status, household size, media/communication usage and family income, 2004
• Market Size and Trends
• UK car production
  • Figure 72: Trends in UK car production, 1995-2004
  • Figure 73: UK car production, by destination source, 2000-04
• Trends in the UK car parc
  • Figure 74: Trends in the UK car parc, by volume, 1995-2004
• UK new car registrations
  • Figure 75: Trends in UK new car registrations, by volume, 1995-2006
• Upbeat sales at the top end
• Market may come under pressure
• Market values
  • Figure 76: UK new car market size, 2000-05
• Market segmentation
  • Figure 77: UK new car registrations, by segment, 2000-04
• Used car sales suffering from oversupply
• Dramatic shift towards diesel
  • Figure 78: UK new car registrations, by fuel type, 2000-04
• Diesel skewed towards company car drivers
  • Figure 79: UK diesel sales, by private versus non-private registrations, 2000-04
  • Figure 80: UK new car registrations, by fuel type, 2000-04
• Focus on top ten models
  • Figure 81: Top ten registered models, by volume, 2004
• Purchasing Intentions
• Introduction
• Intention to buy in next 12 months
  • Figure 82: Adults intending to buy a car in the next 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel's Special Groups, region, marital status, working status, household size, media usage and family income, 2004
• Men more up for buying car in next year
• Age and lifestage key variables
• Keeping it in the family
• Regional peaks and troughs
• Employment status and purchasing intentions
• Household size matters
• Internet marketing earns its crust
• Income drives purchasing intentions
• Type of car likely to buy
  • Figure 83: Type of car that adults aged 15+ intend to buy in the next 12 months, 2004
• Spoilt for choice
• Likely purchase -- demographics
  • Figure 84: Type of car that adults aged 15+ intend to buy in the next 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel's Special Groups, region, marital status, working status, household size, media usage and fami
• Men in the driving seat when it comes to cars
• Age crucial to purchasing intentions
• Targeting socio-economic groups
• Lifestage/presence of children
• Regional foibles in purchasing intentions
• Money matters
• New versus second-hand
  • Figure 85: Type of car that adults aged 15+ intend to buy in the next 12 months -- new versus second-hand car, by gender, age, socio-economic group, lifestage, presence of children, Mintel's Special Groups, region, marital status, working status, house
• Intended purchase -- first car, additional car or replacement car
  • Figure 86: Adults aged 15+ who intend to buy a first, additional or replacement car in the next 12 months, 2004
  • Figure 87: Adults aged 15+ who intend to buy a first or replacement car in the next 12 months, by gender, age, socio-economic group, lifestage, presence of children, Mintel's Special Groups, region, marital status, working status, household size, media
• Assessing loyalty to car type
  • Figure 88: Netted results for car respondent currently owns versus car respondent is most likely to buy next, February 2005
• Men and women diverge on key aspects of car ownership
  • Figure 89: Netted results of cars most likely to buy next, by gender, age and socio-economic group, February 2005
• Retired drivers think small
  • Figure 90: Netted results for type of car respondent is most likely to buy next, by lifestage, Mintel's Special Groups and presence of children, February 2005
• Small cars in the North West
  • Figure 91: Netted results for type of car respondent is most likely to buy next, by region, working status and marital status, February 2005
• Effective advertising channel for mini/supermini sector
  • Figure 92: Netted results for type of car respondent is most likely to buy next, by ACORN category, media usage, commercial TV viewing habits and supermarkets used, February 2005
• Aspirations (Dream Car)
• Introduction
• 'My dream car is out of my league'
  • Figure 93: Response to statement affirming 'My dream car is out of my league', February 2005
• More of a pipe dream than an attainable goal
  • Figure 94: Response to statement affirming 'My dream car is out of my league', by gender, age and socio-economic group, February 2005
• ABC1 third age group important target audience for prestige cars
  • Figure 95: Response to statement affirming 'My dream car is out of my league', by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• The heartland of conspicuous consumption
  • Figure 96: Response to statement affirming 'My dream car is out of my league', by region and ACORN category, February 2005
• Broadsheets a key medium for prestige cars
  • Figure 97: Response to statement affirming 'My dream car is out of my league', by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• Most popular associations of 'dream car'
  • Figure 98: Respondent's description of their 'dream car', February 2005
• Under-35s aspire to sports cars/convertibles
  • Figure 99: Most popular descriptions of dream car, by gender, age and socio-economic group, February 2005
• Reliability top of mind for the retired
  • Figure 100: Most popular descriptions of dream car, by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• Setting the highest heights in the North West
  • Figure 101: Most popular descriptions of dream car, by region and ACORN category, February 2005
• Internet viral marketing campaigns boost sports car/convertible sector
  • Figure 102: Most popular descriptions of dream car, by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• Pecking order in two-car households evident
  • Figure 103: Other popular descriptions of dream car, by gender, age and socio-economic group, February 2005
• The youngest desire super-luxury
  • Figure 104: Other popular descriptions of dream car, by lifestage, Mintel's Special Groups, presence of children and working status, February 2005
• Classic cars for Urban Prosperity drivers
  • Figure 105: Other popular descriptions of dream car, by region and ACORN category, February 2005
• Specific connotations of taste
  • Figure 106: Other popular descriptions of dream car, by media usage, weight of commercial TV viewing and supermarkets used, February 2005
• Cross-analysis
  • Figure 107: Cross-analysis of popular descriptions of a respondent's 'dream car', by netted results for type of car respondent intends to buy next (row %), February 2005
  • Figure 108: Cross-analysis of popular descriptions of a respondent's 'dream car', by netted results for type of car respondent intends to buy next (column %), February 2005
• Conclusions
• Mars versus Venus
• Age and the law of diminishing returns
• Regional foibles?
• Is car dependency taking hold in Britain?
• The Future
• Degree of diversity
  • Figure 109: Netted results of cars most likely to buy next, February 2005
• Registrations facing harsh reality check
• Prevailing demographic trends
  • Figure 110: Shifts in total UK population, by age group, 2000-10 and 2005-10
• Hybrids set to be 'Next Big Thing' in UK market
• Pay as you drive charging far off, but inevitable
• Diesel penetration likely to peak in 2005
• Block Exemption -- all roads lead to concentration in supply?
• Further growth in the UK car parc -- you bet
• Viral and interactive marketing set to make greater inroads
• Forecast
• Sales subject to consumer confidence
  • Figure 111: Forecast of UK new car market, 2005-10
• Factors incorporated
• Purchasing intentions: A population-based forecast
  • Figure 112: Population forecast of purchasing intention groups, 2005-10
• Attributing growth rates
• Analysing intentions and aspirations
  • Figure 113: Type of car that adults intend to buy in the next 12 months, by gender, age, socio-economic group and lifestage, 2004