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AutoPacific Study Shows that Ford Tops the Shopping List of the Nation, But Not the Midwest

17 February 2000

AutoPacific Study Shows that Ford Tops the Shopping List of the Nation, But Not the Midwest 
    TUSTIN, Calif., Feb. 17 -- A study released today by
automotive consulting firm AutoPacific, Inc. shows that Ford tops the shopping
list of most Americans.  In a survey of over 40,000 recent new car buyers, the
company's Regional Differences Study found that Ford shows up as the top brand
considered in four of the seven regions studied.  Ford also takes top honors
when you consider the nation as a whole.
    Nationwide, 35% of Americans will consider a Ford for their next vehicle.
Chevrolet lines up second with 30.4% closely followed by Toyota at
29.6%.  Rounding out the top ten are 4) Honda 24.8%, 5) Dodge 24.1%,
6) Lexus 18.1%, 7) BMW 16.7%, 8) Volkswagen 15.9%, 9) Jeep 15.6% and
10) Chrysler 15.4%.
    Looking at the data by region changes the picture.  Although Toyota is
essentially in a tie for second place with Chevrolet nationally, Toyota fails
to show up in the top five in the Midwest.  General Motors owns the Midwest
with five brands out of the top ten in future consideration.  "Generally, GM
has more influence in areas where the population is older, less affluent, and
less educated," noted George Peterson, president of AutoPacific.
    "The implication of this information is significant," states Peterson.
"Future brand consideration is a major contributor to future sales.  The large
regional differences for future brand consideration tell us a lot about the
potential for future success of individual brands in important regions of the
country.  If the message is working in one region, but not the nation as a
whole, then maybe the approach needs to be more segmented as well."
    The US luxury market is significantly swayed towards imports.  Neither
Cadillac, nor Lincoln appear in the top fifteen brands for future
consideration nationally.  Lexus and BMW are the sixth and seventh brands
considered by all Americans.  Mercedes-Benz and Acura come in at twelfth and
thirteenth.  Lincoln does not appear in the top ten positions for future
consideration in any region.  Cadillac appears tenth in just one region, the
Rocky Mountains.
    Domestic luxury brands are even weaker in the lucrative Southern
California market.  In this region, over 30% of recent new vehicle buyers will
consider a Lexus for their next vehicle.  About 29% will consider a BMW.  In
the same market, only 12% will consider a Cadillac and 9% may look at a
Lincoln.
    Germany's battle for the future US luxury market is led by BMW.  BMW leads
Mercedes-Benz in consideration in every region of the US, as well as the
nation as a whole.
    AutoPacific, Inc. is a future-oriented automotive marketing and
product-consulting firm.  Each year it publishes a variety of syndicated
studies including the Regional Differences Study.  The firm also conducts
extensive proprietary research and consulting for manufacturers, marketers,
distributors, and suppliers.  Headquartered in Tustin, California, with
offices in Detroit, Michigan, the firm works exclusively in the automotive
industry.

    CONTACT:  Vicki Cravotta or Dan Hall at AutoPacific, 800-576-AUTO,
http://www.autopacific.com.