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Posted on March 10, 2008 by Anthony Fontanelle | Posted under Automotive
Non-Luxury Hybrids Attract Luxury Buffs
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According to an Acxiom Corp. study, luxury shoppers don't typically purchase a non-luxury vehicle - unless it's a hybrid version. However, shoppers' preference need not compromise their craving for some auto technology and sophisticated offers such as GPS, Bluetooth compatibility and other cutting-edge car features. The study, which zeroed in on American shoppers likely to buy a hybrid in the near future, finds that non-luxury brands are attracting a previously untapped market. These affluent customers continue to set buying trends for this category of vehicles, and by reaching only five percent of the 17 million households within this population, manufacturers could double the number of hybrids sold in 2008 over 2007, according to The Auto Channel. The Automotive Consumer Dynamics study, moreover, revealed key findings in connection with hybrid buyer behavior. Additionally, the study discovered consumer trends in conquesting, technology and geographic location. The latter is said to further auto marketing as well as distribution of hybrids. “Clearly, these hybrid buyers are the trendsetters that are helping to shape the modern automotive landscape," said Tim Longnecker, Acxiom automotive industry executive. “They're tech-savvy and demand the performance and amenities of luxury brand vehicles and are willing to pay for it. This presents an opportunity to position hybrid vehicles to a very different consumer set." Acxiom found that hybrids encourage brand switching, also known as conquesting. This is because shoppers pick different automaker when purchasing hybrids at a greater rate than non-hybrid buyers. “There is great opportunity for manufacturers of hybrids to tune into consumers' preferences and grow their customer base at the expense of the competition," said Longnecker. “For many manufactures, hybrids are reaching prospects that their traditional models could only dream of." Acxiom's study also found that hybrid shoppers are more interested in science and space, environmental issues, reading science fiction, music collection and camping, than their non-hybrid counterparts. Additionally, the study found that more than 50 percent of shoppers with a high propensity for the hybrid Ford Escape are domiciled along East and West Coasts. Traditional Ford Escape prospects, meanwhile, are more evenly distributed throughout the middle part of America. Manufacturing hybrids has become a booming trend. Luxury or non-luxury, hybrids sell. And their salability does not depend much on what cold air intake they use but the totality of the package. About The Author: For more information about your parts needs like cold air intake visit your trusted online source. Anthony Fontanelle is a 35-year-old automotive buff who grew up in the Windy City. He does freelance work for an automotive magazine when he is not busy customizing cars in his shop. |
Tags: AUTO PARTS, COLD AIR INTAKE
