What do new Ford ‘intenders’ want?

More than half of the 164,000 people in the market for a new Ford in the next four years – excluding fleet, government or rental buyers – intend to buy a locally-manufactured model.

This figure has declined by almost 15% since 2008, when there were 190,000 people in the market for a new Ford, says Roy Morgan Research.

Five years ago, 45.1% of people in the market for a new Ford were after a Falcon or one of its derivatives. The second most popular model was the Territory at 19.6%, followed by the Focus at 13.5%.

Although the top three have not changed since 2008, Territory is now only 2.5% below Falcon. Focus has also gained in popularity and now accounts for 17.9% of Ford intenders.

Norman Morris, industry communications director, Roy Morgan Research, says:

“Despite increases in preference across all of Ford’s imported models over the last five years, more than half of Ford’s total intention is for locally-produced vehicles. It will be up to models like the Focus — the world’s most popular car in 2012 — and the newly introduced Kuga and EcoSport, to pick up the slack when Falcon and Territory are discontinued in 2016.

“Another major mover since 2008 is the Ranger. Around 13% of Ford intenders are in the market for one, a vast improvement on the previous model. In the highly competitive one-tonne-ute category, the Ranger is currently the third most intended model behind the Toyota Hilux and Nissan Navara.

“When looking at the typical profile of a Ford intender, they’re increasingly likely to live in Victoria, and are more likely to be female than they were five years ago. Almost half of all Ford intenders have a diploma or degree and live in older/smaller households.

“Interestingly Ford intenders’ attitudes towards cars have changed in the past five years. They’re much less likely to consider themselves car enthusiasts than they were back in 2008, and no longer want a vehicle that handles like a race car as much as they used to.

“Not surprisingly, more than half simply regard their car as a means of getting from A to B, and rely on facts and figures (rather than emotion) when purchasing a new car. A high proportion would consider a diesel vehicle, and while space and seating flexibility is important to them, it’s not necessarily because they have lots of kids to transport.”