Motors

Summary

• New car buyers in particular will be canny when flashing the cash and in this economic environment they will be aggressively negotiating for the right deal
• Green credentials are important and they will be looking for fuel efficiency and lowering their Co2 emissions
• Consumers who are already concerned about global warming are the people most likely to go for a greener form of transport and up to a third of new buyers are seriously considering a form of hybrid engine
• Expenditure on their next car is likely to increase when compared to their current vehicle
• More than half the readers with a company car have a free choice of vehicle
• Most importantly The Evening Standard is viewed as a trusted medium by drivers

The Evening Standard provides a trusting environment for advertisers

Future Buying Intentions

• 61% - No
• 18% - Yes for at least a year
• 9% - Yes for several months
• 8% - Yes for a number of years
• 1% - Yes for several weeks
• 2% - Don’t know

Buying habits

• 40% of current cars
• Of those replacing in the next year 32% predict buying new

• 60% of current cars
• Of those replacing in the next year 49% predict buying used

Price range of the car they intend to buy in the next year

Types of car they are considering to buy in the next year

Comparison of ownership and future purchase intentions in the next year

Important factors when choosing next vehicle

Distance prepared to travel to dealership

• 45+ miles : 25%
• 45 miles: 9%
• 30 miles: 28%
• 10 miles: 28%
• 5 miles 10%

Current Car

• 14% : Purchased from a dealership in Central London
• 52% : Purchased from a dealership outside Central London

Going green

Fuel types being considered

• 28% are considering a car that is an electric/ petrol hybrid
• 10% are considering a LPG/ petrol hybrid

Important Factors When Choosing Their Next Vehicle

• Environmental credentials: Index 160
• Economic Consumption: Index 121

Car buyers and their views on the environment

Pros and cons

Reasons for going green

• Hybrid vehicles have less of a harmful impact on the environment: 86%
• Savings on tax and fuel:78%
• I simply think it's a great technological advancement and hope that my support would help encourage car manufacturers to invest more in this type of technology:73%
• I would like to use my car without having to pay the congestion charge: 43%

Those who are reluctant

• The cost of purchasing is prohibitive: 40%
• I'm worried about the long-term costs involved in owning such a car once the warranty and service plan expire: 29%
• The performance of such a car will simply never match a car using a traditional fuel source: 28%
• Not convinced by arguments linking vehicle emissions to global warming: 21%
• You can achieve comparable levels of CO2 emissions and mileage with a small diesel vehicle: 16%

Conclusion

• Nearly half of all readers will travel more than 10 miles to get their car of choice - given that half of the readership lives in outer London and the home counties this provides a large footprint for car showrooms
• Concern for the planet is an important message for our readers - two thirds of all buyers are looking for cars that will reduce their current emissions and a third are considering alternative fuels
• Our readership provides a large pool of potential buyers for car manufacturers and dealerships provided they are incentivised