Younger drivers turn to domestic automakers

Younger drivers turn to domestic automakers

Automotive marketing typically focuses on reaching the person who will buy a new car. But, new research from CNW Marketing suggests focusing on who will become the primary driver of the vehicle is likely just as important. Often as not, however, they are different people.

A key metric is age. For example, the average age of the typical Mercedes buyer is nearly five years older than the average age of the typical Mercedes primary driver.

Why? In many cases, a vehicle is acquired and financed jointly by husband and wife. But for a majority of vehicles purchased, the first signer on the contract is the one who is figured into the age demographics even if the car is being driven by a spouse, son, daughter, or other household member.

CNW says the average age of the primary driver of a new car or truck has risen approximately 1.5 years since 2000. This has not been the case for GM, Ford and Chrysler. Ford, for example, has seen a 16 percent drop since 2005 in the age of the primary driver of its cars, to 45.2 years.

The average age of the typical Chrysler car driver has fallen nearly 3 percent, to 49.6 years over the same time span, and represents the first time below age 50 since 1995. Conversely, the average age of the primary Toyota car driver is up 9 percent, to 54.7 years of age and the age of the typical Honda car driver is up 12.2 percent, to 55 years.

CNW notes that Hyundai has also seen the age of its primary driver increase, but this is likely by design, as Hyundai seeks higher demographic consumers in order to round out its lineup with more expensive and upscale models. CNWs latest tabulation shows primary drivers of Hyundai cars are now 42.4 years of age, up 15 percent from 36.7 years in 2005.

The market information company also reports that Cadillac has, for the first time in many years, reduced its primary driver age below that of Mercedes. Correspondingly, the age of the primary driver for both VW and Audi has fallen nearly 8 percent, to below 50.

CNW says that while age is hardly the most important metric when it comes to marketing strategy, it does provide a hint of who is being attracted to a particular brand.