Goodyear/Gemini 'Car Confessions' Survey Exposes America's Love Affair With Its Automobiles
14 September 1999
Goodyear/Gemini 'Car Confessions' Survey Exposes America's Love Affair With Its Automobiles Survey Shows Bond Between Owner and Car Grows Stronger with Time
AKRON, Ohio, Sept. 14 -- It's no secret that Americans love
their cars. However, a recent survey by The Goodyear Tire & Rubber Company's
new Gemini Automotive Care reveals that owners of cars that are three or more
years old really love their cars -- sometimes as much or more than members of
their own family!
According to the Gemini "Car Confessions" survey, nearly 85 percent of
vehicle owners in the United States own or maintain a car, truck, van or SUV
that is three or more years old and no longer under warranty. Of this smitten
set, one in four (25%) actually think of their cars as a member of the family;
and almost two out of five (38%) say that they pamper their cars more than
they do themselves.
What fuels this passion between people and their cars? "Autos typically
are the second largest expenditure most of us will ever make, so it's natural
for people to bond with something on which they spend so much time and money.
A car is more than just a mode of transportation; it is a trusted friend and
family member," said Watts Wacker, noted futurist, FirstMatter CEO, and
consultant to Goodyear's automotive care group.
To document this romance and what is driving it, Gemini Automotive Care
commissioned the comprehensive "Car Confessions"(A) phone survey of 2,000 U.S.
car owners. The survey results revealed that...
Bosom Buddies
-- When given the choice between kissing their mother or father in-law or
their car, nearly two out of five (38%) said they would rather pucker
up and head for the garage!
-- Nine out of 10 of this set of car owners have done something special to
pamper their car in the past year.
- The majority (56%) of these owners have splurged and set their car up
with a "spa" treatment, including washing, waxing and detailing.
- Nearly two out of five (39%) admit giving their cars more check-ups
than themselves.
-- More than three out of every five (62%) of these owners talk to their
cars, including one-third (33%) who have said "thank you" to their cars
for a job well done. Nearly three in every 10 (28%) have asked their
cars to keep running when they feared they were out of gas.
-- Almost one in five (18%) of those with cars that are three years and
older have nicknames for them. It turns out that as a car grows older,
its owner is more likely to give it a nickname. Conversely, the
younger the driver, the more likely he/she has given their car a
nickname.
World-Class Service for Well-loved Cars
-- Owners of cars three years and older are more likely than other car
owners to insist on giving their cars the finest service available. A
majority (51%) say they use the same care in choosing a service center
as they use in choosing a day care center for their child, a
veterinarian for their pet or a restaurant on their anniversary.
-- Nearly all (95%) of these car fanciers said it's important that they
are able to trust the people who work on their cars. In fact, they are
16 percent more likely than other car owners to insist on service
centers that can deliver a trusting relationship.
-- A vast majority (80%) of them insist on bringing their cars to service
centers which maintain computer records of repair history.
"The 'Car Confessions' survey supports Gemini's core beliefs and values,"
said Marco Molinari, vice president of sales and marketing, North American
Tire, for The Goodyear Tire & Rubber Company. "Goodyear spent the past two
years talking to dealers and consumers to learn more about this special bond
and how our new Gemini Automotive Care Centers can better serve these owners
and their cars. As a result, we've developed an environment that allows
customers to feel more comfortable in entrusting their cars to us. Gemini
cares about people who care about their cars."
Gemini Automotive Care is The Goodyear Tire & Rubber Company's and its
automotive care groups' recognition of the need for the next generation in
auto care. With more than 1,700 independent dealer- and Goodyear-owned
locations, Gemini is the leading chain of automotive care centers in America.
(A)Bruskin Goldring Research surveyed 2,000 randomly selected U.S.
households the weekends of June 11-13 and 25-27, 1999. The survey was
conducted on behalf of Gemini Automotive Care Centers, from The Goodyear
Tire & Rubber Company.
For more information contact Jim Davis of The Goodyear Tire & Rubber
Company, 330-796-4114, or Liz Rytel-Mudroncik of Hill and Knowlton, Inc.,
312-255-3052, for Goodyear.
