Your car implies more about your life than you might think. While 13% of Chevy owners don't use the Web, by contrast, less than 3% of Honda owners remain in the technological Stone Age. The antithesis of flashy, Honda owners are usually pragmatic and well educated; 70% boast a college degree or higher, compared with 35% of Chevy owners and 45% of Ford owners.
The data was released in the spring as part of this year's New Vehicle Experience Study by San Diego-based market research outfit Strategic Vision.
"Honda buyers buy primarily for the trust and dependability they find in our vehicles," says Honda spokesman Chris Naughton. "Typically, highly functional vehicles deliver less image because customers didn't purchase for image."
Education level and computer savvy are just a couple of the things your car says about you. We collected demographic data on 10 prominent auto brands from the manufacturers themselves, as well as from neutral sources like Strategic Vision. It turns out, your wheels also give clues to your age, gender, income level and marital status--even your political leanings.
Mini Mindset
If you'd like to cultivate an image of sophistication, try buying a Mini Cooper. The line of Lilliputian hatchbacks appeals to urbane buyers with median incomes of around $125,000. But aside from wealth, Mini owners are a tough bunch to pin down, demographically speaking, since the car has broad appeal.
"It's a certain mindset," says Nathalie Bauers, spokeswoman for Mini USA. "People who relate to the brand, there's no age to that."
Bauers says Mini owners fall into four categories: brand enthusiasts, who relish the car's British racing roots; design aficionados, who like the car's simple elegance; social butterflies, who want to be part of the Mini community; and gas misers, who crave the Mini's fuel efficiency.
Some of the latter group trade down from trucks and SUVs not because they feel financially crunched by high gas prices, but because they want to be conscientious and reduce their impact on the environment. These "right-sizers" like the Mini's eco-friendly image; all Mini models get at least 34 miles per gallon on the highway. Says Bauers: "Many of our customers are people who get a smaller car because it's the right thing to do."
Gray Area
While Minis appeal to several different types of people, owners of the classic English luxury vehicle Rolls-Royce can't be pigeonholed beyond the fact that they're rich.
"As you can imagine, our customers do not really take surveys," says Rolls-Royce spokeswoman Karen Vonder Meulen. "The one common thread that all our customers share is a passion for life and most truly love cars."
Indeed, well-known Rolls owners range from royal families to rappers. Recording artist T-Pain, who ranks No. 9 on Forbes' Hip-Hop Cash Kings list, owns North America's first Rolls-Royce Drophead.The fire-engine-red coupe boasts a 12-cylinder, 453-horsepower engine and a top speed of 150 miles per hour. Base price: $435,000.
Similarly, the Bentley trademark screams wealth--typically at least $5 million in investable assets, to be precise--but in a softer voice than some of its competitors.
"Our cars aren't as brash as some other performance-car manufacturers," says Stuart McCullough, a Bentley board member. "We tend to be understated, quintessentially English. That reflects the mood and style of our customers."
Such restraint can be considered especially important in the current climate. With unemployment rates skyrocketing around the world, many auto enthusiasts would rather drive an understated gray Bentley than a flashy red Ferrari.
"The most opulent part of a Bentley is on the inside," says McCullough. "Rich people are very aware of how others see them at the moment, the choices they make. Now is not the right time to be seen to be spending money when you're laying people off at your factory."
A note to those wealthy employers: Think twice about splurging on even an understated new car. If you see scads of Hondas in your company parking lot, their savvy owners may be wise to your ways. If you only see Chevys, you might be able to get away with it.
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The data was released in the spring as part of this year's New Vehicle Experience Study by San Diego-based market research outfit Strategic Vision.
"Honda buyers buy primarily for the trust and dependability they find in our vehicles," says Honda spokesman Chris Naughton. "Typically, highly functional vehicles deliver less image because customers didn't purchase for image."
Education level and computer savvy are just a couple of the things your car says about you. We collected demographic data on 10 prominent auto brands from the manufacturers themselves, as well as from neutral sources like Strategic Vision. It turns out, your wheels also give clues to your age, gender, income level and marital status--even your political leanings.
Mini Mindset
If you'd like to cultivate an image of sophistication, try buying a Mini Cooper. The line of Lilliputian hatchbacks appeals to urbane buyers with median incomes of around $125,000. But aside from wealth, Mini owners are a tough bunch to pin down, demographically speaking, since the car has broad appeal.
"It's a certain mindset," says Nathalie Bauers, spokeswoman for Mini USA. "People who relate to the brand, there's no age to that."
Bauers says Mini owners fall into four categories: brand enthusiasts, who relish the car's British racing roots; design aficionados, who like the car's simple elegance; social butterflies, who want to be part of the Mini community; and gas misers, who crave the Mini's fuel efficiency.
Some of the latter group trade down from trucks and SUVs not because they feel financially crunched by high gas prices, but because they want to be conscientious and reduce their impact on the environment. These "right-sizers" like the Mini's eco-friendly image; all Mini models get at least 34 miles per gallon on the highway. Says Bauers: "Many of our customers are people who get a smaller car because it's the right thing to do."
Gray Area
While Minis appeal to several different types of people, owners of the classic English luxury vehicle Rolls-Royce can't be pigeonholed beyond the fact that they're rich.
"As you can imagine, our customers do not really take surveys," says Rolls-Royce spokeswoman Karen Vonder Meulen. "The one common thread that all our customers share is a passion for life and most truly love cars."
Indeed, well-known Rolls owners range from royal families to rappers. Recording artist T-Pain, who ranks No. 9 on Forbes' Hip-Hop Cash Kings list, owns North America's first Rolls-Royce Drophead.The fire-engine-red coupe boasts a 12-cylinder, 453-horsepower engine and a top speed of 150 miles per hour. Base price: $435,000.
Similarly, the Bentley trademark screams wealth--typically at least $5 million in investable assets, to be precise--but in a softer voice than some of its competitors.
"Our cars aren't as brash as some other performance-car manufacturers," says Stuart McCullough, a Bentley board member. "We tend to be understated, quintessentially English. That reflects the mood and style of our customers."
Such restraint can be considered especially important in the current climate. With unemployment rates skyrocketing around the world, many auto enthusiasts would rather drive an understated gray Bentley than a flashy red Ferrari.
"The most opulent part of a Bentley is on the inside," says McCullough. "Rich people are very aware of how others see them at the moment, the choices they make. Now is not the right time to be seen to be spending money when you're laying people off at your factory."
A note to those wealthy employers: Think twice about splurging on even an understated new car. If you see scads of Hondas in your company parking lot, their savvy owners may be wise to your ways. If you only see Chevys, you might be able to get away with it.
Recent Articles
GM signs deal to sell Hummer brand
Nissan's electric vehicle tilts into corners
Reality check on car-care myths Let it shine: Silver remains top auto paint color
What to expect as Saturn shuts down
GM to shut down Saturn after Penske walks away » Read more Autos Articles Sponsored LinksWhat's this?
Rolls Royce Car Insurance
Free Rolls Royce Car Insurance Quotes in 5 Minutes or Less.
RollsRoyce.AutoInsure.org
Cheap Used Cars
Find used cars for sale. Find your used car now.
searchusedcars.info
Ask Rolls-Royce Mechanics
38 Rolls-Royce Mechanics Online! Ask a Question, Get an Answer ASAP.
Car.JustAnswer.com
Kansas City Ks Locksmith
Read this Home Repair Service's reviews & find Repair Services.
Kansascity.Citysearch.com
ADVERTISEMENT
Most Viewed Mid-range Vehicles on Yahoo! Autos
1. 2010 Ford Mustang
MSRP:
$20,995-$35,995
2. 2009 Mercedes-Benz C-Class
3. 2010 Chevrolet Camaro
4. 2010 Toyota Camry
5. 2010 Mercedes-Benz GLK-Class
View slideshow of Top 10
Most Popular Cars
Cars by Category
Convertibles Hatchbacks Trucks
Coupes Sedans Vans
Green Cars Sports Cars Wagons
Crossovers SUVs
Need help choosing?
Yahoo! Autos Car Finder
MORE ON YAHOO! AUTOS
Research New Cars
Read New Car Reviews
Get the Latest on Green
PLUS. . .
See our International Coverage
Recent Yahoo! News Stories
Johnny's Auto patriarch dead at 70
Whittier Daily News - Sat Oct 10, 5:37 PM PDT
Amid the global economic crisis, China rises
The Salt Lake Tribune - Sat Oct 10, 11:10 PM PDT
Get Price Quotes from dealers near you.
ZIP Code:
