Car and Driver Reader Survey: 53 Percent Very to Somewhat Likely to Purchase Luxury Vehicle Next

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ANN ARBOR, Mich--December 28, 2011: A reader survey released today by Car and Driver and Jumpstart Automotive Group, both part of Hearst Magazines, reveals that when thinking about their next car, over half of respondents (53 percent) say they are 'very to somewhat likely' to purchase or lease a luxury vehicle. Of those who are in-market, 60% plan to purchase or lease within the next six months.

“Consumer sentiment towards BMW, Mercedes-Benz and Audi speaks for itself, with high favorability and purchase intent ranking above all other luxury manufacturers. Although BMW and Mercedes have historically been leaders in the luxury segment, Audi has recently moved into the top ranks next to its German counterparts.”

Car and Driver turned to its reader panel -- comprised of nearly 17,000 highly engaged magazine and online readers and car enthusiasts -- to gauge consumer intent and brand perceptions of the luxury car segment. The results were based on shopper behavior data across Jumpstart's network of sites showing that luxury car interest is on the rise.
This data indicates an increase in luxury vehicle shopping compared with general automotive shopping trends across Jumpstart's sites. The proportion of luxury shoppers to all shoppers grew 11 percent YTD compared with last year.

Highlights of the survey (including interesting shifts in top-ranking brands across categories) follow:

When asked about their familiarity with luxury vehicle brands, virtually all chose BMW, Mercedes-Benz and Audi as the top three brands with which they are 'very to somewhat familiar.'
When ranking overall favorability, BMW, Audi and Mercedes-Benz (at net 83 percent, 79 percent and 76 percent respectively) were chosen as the top three luxury vehicle brands ranking 'very to somewhat favorable' among respondents. Lexus (67 percent) and Acura (60 percent) rounded out the top five.
And when asked to choose today the one vehicle brand they're most seriously considering buying or leasing, the respondents chose BMW, Audi and Mercedes-Benz as their top three brands.

Additional highlights of Jumpstart's car shopper behavior data follow:

Specifically, luxury sedan shopping has grown 34 percent in share and luxury SUVs have seen a 26 percent increase in share of total automotive shoppers across Jumpstart's network, despite overall shopping decreasing slightly compared with the same period last year.
In relation to overall sales, luxury car sales are up nearly four percent in share compared with the same period last year, with total volume increasing 15 percent.

Car and Driver's online reader panelist survey is especially relevant given the company's recent launch of its Luxury Vehicle Advisor, an online tool that gives users the ability to prioritize luxury car attributes they find most important and then compare vehicles side-by-side based on their preferences.

"The growth trends in the luxury segment, both in shopper behavior and in attitudinal results, are shifting in unexpected ways," said Libby Murad-Patel, Senior Director of Strategic Insights at Jumpstart. "Consumer sentiment towards BMW, Mercedes-Benz and Audi speaks for itself, with high favorability and purchase intent ranking above all other luxury manufacturers. Although BMW and Mercedes have historically been leaders in the luxury segment, Audi has recently moved into the top ranks next to its German counterparts."

¹Survey recruitment emailed to Car and Driver Online Reader panelists beginning 9/30/11 and ending 10/4/11. In all, 1,214 completed responses were received and analyzed. Respondents were comprised of the Car and Driver Online Reader Panel, an audience of automotive enthusiasts and in-market car buyers. All programming and tabulations were conducted by GFK/MRI, an independent research company. Percentages may not add up to 100% due to rounding or multiple answer selection.

About Car and Driver

Car and Driver (Car and Driver) is known for its expert editorial team consisting of credible journalists who are highly regarded by car enthusiasts and automotive manufacturers for their integrity and high standards. The magazine is published by Hearst Corporation twelve times each year, boasting the largest audience of any monthly automotive magazine. The Car and Driver brand is a leading source of information for automotive enthusiasts and in-market car buyers. The brand also extends to many platforms, including websites, mobile sites, iPhone/iPad apps, events, custom marketing programs and integrated marketing databases.

About Jumpstart Automotive Group

Jumpstart Automotive Group, a Hearst Media Services company, is an expert automotive marketing organization. It represents the broadest and most diverse audience of in-market car shoppers and influencers across 15 automotive websites that include Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com Autos, Car and Driver, Road & Track, CarSoup, U.S.News Autos, HybridCars, CarGurus, TrueCar, PlugInCars, Overstock Cars, Leftlane and EveryCarListed. Fueled by a passion for performance, Jumpstart Automotive Group is committed to the development of quality content and services for consumers and to maximizing publisher revenue and advertiser results through innovative products and services. Jumpstart is at the forefront of behavioral targeting, research and strategic insights products. For more information, visit Jumpstart Auto.