Nearly two thirds would consider a luxury brand Figure 17 : Luxury vehicle consideration , October 2016
PASSENGER AND CARGO FEATURES
Warm behinds and spacious trunks are of utmost interest Figure 18 : Importance of passenger and cargo features , October 2016 Older consumers prefer adjustable comforts Figure 19 : Importance of passenger and cargo features , 18-44s vs over-45s , October 2016 Seating space and easy accessibility will draw parents Figure 20 : Importance of passenger and cargo features , parent vs overall population , October 2016 Figure 21 : New Tiguan , Volkswagen Australia , September 2016
MOST IMPORTANT ATTRIBUTES FOR A LUXURY VEHICLE
Affordability is important , but so is safety and performance Figure 22 : Important luxury vehicle attributes ( any rank top three ), October 2016 Affordability is key for women Figure 23 : Most important luxury vehicle attributes ( ranked 1st ), by gender , October 2016 Preferences change with age Figure 24 : Most important luxury vehicle attributes ( ranked 1st ), 18-44s vs over-45s , October 2016
ATTITUDES TOWARDS LUXURY VEHICLES
Younger men and Chinese Canadians are luxury vehicle enthusiasts Figure 25 : Attitudes towards luxury vehicles , Chinese Canadians and men 18-44s vs overall , October 2016 Luxury vehicles are the utmost “ treat yourself ” purchase Figure 26 : Lincoln Motors , official 2016 Lincoln MKX commercial Figure 27 : All-New Infiniti Q60 millisecond commercial , August 2016 Comfort is essential in a luxury vehicle Figure 28 : Comfort related attitudes towards luxury vehicles , October 2016
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LUXURY VEHICLE BRAND ASSOCIATIONS
Most associate Mercedes-Benz with luxury Figure 29 : Luxury vehicle brand association with luxurious ( top 10 ), October 2016 Volvo is seen as the leader in safety Figure 30 : Luxury vehicle brand association with safe ( top five ), October 2016 Tesla is highly regarded as cutting edge Figure 31 : Luxury vehicle brand association wth cutting edge technology ( top six ), October 2016 Premium vehicles are luxurious and stylish but are also high maintenance
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources Consumer survey data