You Are What You Drive
Forbes breaks down demographic info to show what your car says about you
A recent Forbes article examined driver data -- both from manufacturers and independent third parties, like San Diego-based market research firm Strategic Vision -- to create a statistical overview of customers for automakers ranging from Buick to Bentley, with a number of other brands including Scion, Lexus and MINI also in the mix.
Let's look, for example, at the following numbers: A full 70 percent of those who own Honda vehicles -- which have a reputation for practicality and smart engineering -- have a college degree or higher, and only 3 percent have never used the Internet. Compare that with Chevrolet drivers (one of the companies struggling the hardest right now), a whopping 13 percent of whom have never been online (the percentage with a college degree is also half that of Honda).
Whatever importance you place on any of these factors (other information includes median household income and age), it's still a fascinating read -- and you get a sense of why certain carmakers (especially the struggling ones) are trying so hard to change their image. When you put the average median buyer age of a Scion (23) up against the fact that two-thirds of Buick buyers are over 55, you can start to appreciate why Buick is trying to aim younger with its newer models like the 2010 LaCrosse. Check out the full roundup here.
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