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