We’re passionate about driving, we love it. We are also a used car nation. Nielsen’s global online survey of automotive purchase intent show 52% percent of consumers plan to buy a car in the next two years, 42% intending to purchase a used vehicle and 10% likely to buy a new car.
Our appetite for used cars is stronger than Europe where 28% plan to buy used, Australia (24%) and contrasts even further with Asia-Pacific where only 7% plan to buy used. In Asia-Pacific, where 65% plan to buy a new car, demand is driven by India (77%), China (76%), Thailand (68%) and Indonesia (63%).
Three-quarters of Kiwis who own a vehicle need it to get where they are going, seeing it as a tool rather than a status symbol as is the case in other parts of the world.
New Zealand respondents say that a love of driving is the biggest trigger of automotive sales. Affordability and utility needs are other motivators that will spur future automotive demand.
Linking automotive demand with consumer sentiments is essential to developing marketing strategies that connect the right consumer with the right automotive brands. Getting to the heart of what drives purchase decisions allows auto marketers to fine-tune these strategies addressing the unique needs of the buyers and then make sure their messages are clear and resonate through campaigns.
About the Nielsen Global Survey
The Nielsen Global Survey of Automotive Demand was conducted between August 14 and September 6, 2013, and polled more than 30,000 online consumers in 60 countries throughout Asia-Pacific, Europe, Latin America, the Middle East, Africa and North America. The sample has quotas based on age and sex for each country based on their Internet users and is weighted to be representative of Internet consumers. It has a maximum margin of error of ±0.6%. This Nielsen survey is based on the behaviour of respondents with online access only. Internet penetration rates vary by country. Nielsen uses a minimum reporting standard of 60 percent Internet penetration or an online population of 10 million for survey inclusion. The Nielsen Global Survey, which includes the Global Consumer Confidence Index, was established in 2005.