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Buyer intentions shock established brands

Posted on: May 9, 2013 by Platinum Direct

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Among the many problems the Holden company is having to wrestle with comes the news that the latest research shows how the once dominant brand keeps sinking. It is now half what it was just ten years ago, according to a national survey. A Roy Morgan survey of nearly 14,000 consumers has found that imported brands and SUVs are firmly on the top of Australian shopping lists and the gap to local cars is increasing. Then years ago, a similar survey found that 32 percent of new car buyers would consider a new Holden, but that number this year has dropped to 15 percent.

This latest Morgan New Car Buying Intentions Survey also shows the percentage of people prepared to look at a new Mitsubishi dropped from 13 percent to 5 percent, while Ford shrank from 17 percent to 11 percent. Toyota and Mazda saw the strongest growth, and both leapt passed Holden on a list of cars people intend to buy.

The buying intentions survey broadly correlates with the sales figures of the past decades, with Holden, Ford and Mitsubishi all losing ground against the imported brands.

In the first quarter of this year Mazda has overtaken Holden as the number two ranked brand in the country, while Nissan and Hyundai have moved past Ford. The Holden Commodore dropped to record low sales levels in March, as the Mazda3 continued its run as Australia’s most popular car.

Roy Morgan Research spokesperson said these latest results confirm what the industry knows: people are moving away from large sedans. He said: “The high Australian dollar and intensive competition in the Australian car industry has resulted in a record number of Australians intending to buy a new car in the next four years – with importers Hyundai, Mazda and Nissan showing the greatest increase.”

“In terms of which vehicle types are driving the recent growth, preference for SUVs continues to grow, with almost 80 percent of SUV intenders after a medium or large sized SUV.

(Australians are on track to 1.1 million new cars in 2013, a similar number to 2012.)

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