The latest Roy Morgan report indicates Toyota as the undeniable leader in Australia’s car brand popularity stakes.
The Automotive Leading Indicators Report has found that consumers intending to buy a new car in the next four years are far and away favouring Toyota as their next pick.
The Japanese autogiant wins 16.8% of the survey’s popularity vote, ahead of Mazda on 8.7%, Hyundai on 7.6% and Volkswagen on a round 6% of new car buying intentions.
Of those four-year intended buyers, 40% or 768,000 have their sights set on an SUV, while just over 35% (674,000) are still looking at a passenger vehicle, and slightly more than 8% (155,000) are opting for a commercial vehicle, the report finds.
While the full report, providing a graphical snapshot of car buying intention data, is available for $1529, Roy Morgan chief executive Michelle Levine says it offers recent trended data which can be used to assess recent advertising strategies of particular OEM brands and aid them in designing more efficient future campaigns.
“We’ve all seen the growth in popularity of SUV’s on the roads around us, but what this data tells us is that we can expect SUV numbers to continue to increase; the rise in SUVs has come at the expense of the standard passenger vehicle,” she says.
“Roy Morgan’s new vehicle buying intention data is a powerful indicator and feedback tool for car manufacturers – not only does it provide positive feedback on current business strategy and advertising campaigns, but it also allows manufacturers to anticipate future sales trends,” Levine explains.
“Toyota should be very pleased by this latest data, which shows that for a considerable proportion of Australians soon to be on the hunt for a new set of wheels, it is at the top of their list and well ahead of the competition,” she adds.
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