Polk Wraps Up New York International Auto Show Survey Initiative
1 May 2000
Polk Wraps Up New York International Auto Show Survey InitiativeNinth Report in a Series From the NYIAS 2000 Floor NEW YORK, April 30 With the New York International Auto Show 2000 coming to a close, Polk has compiled the data volunteered by more than 7,000 respondents during eight of the nine days NYIAS 2000 was open to the public (April 22-29). Today's report summarizes these survey responses and provides a sampling of additional questions being asked at the Polk Auto Trend Centers, along with a Top 5 listing of favorites from the show displays. Final show survey results will be available during the coming week. Key Trends Found by Polk at NYIAS 2000 Consumer response at Polk's Auto Trend Centers indicated the following trends in new vehicle shopping: -- New vehicle models, which cross many of the traditional vehicle category lines, made quite an impression on visitors to NYIAS 2000. These evolving segments include crossover vehicles, which combine car-like features with the functionality of trucks, and nostalgia vehicles, which bring back model designs from the past and combine them with new high-tech features. The Chrysler PT Cruiser is an example of a vehicle that fits into both of these evolving segment definitions, and was continuously voted as the favorite within the Minivan/Full-size Van category by NYIAS visitors. -- A great deal of attention was given to alternative fuel and hybrid vehicles at NYIAS 2000, as most major manufacturers displayed current and concept vehicles designed to operate with greater efficiency. According to results from Polk's Auto Trend Centers, more than half of consumers at the show plan to look for a more fuel-efficient vehicle. However, time will tell if consumer behavior will follow their sentiment. To date, the increase in fuel costs and the environmental issues have had little effect on the strong light truck market, where most of the lower mileage vehicles reside. -- Ethnic differences in vehicle preferences and shopping were also observed in the Big Apple. Key differences among ethnic groups included the type of manufacturer being considered for a next new vehicle purchase, the likelihood to repurchase from the same manufacturer, and the value placed on product innovativeness and high-tech features. -- The Internet's impact on the auto industry was also evident among visitors to NYIAS 2000. The Internet was chosen as the information source most relied on for a new vehicle purchase, followed by the test drive. More than half of recent new vehicle buyers at the auto show indicated that they surfed the Web when shopping for their new vehicle. This is noteworthy, considering the fact that in recent years the Web was not even ranked as an information source. Who Took Polk's Auto Trend Survey? (As of 4/30/00 at 10:30 a.m.) Total Number of Respondents = 7,910 Total Number of Completed Interviews = 4,623 Men 76% Women 24% Echo Boomers (under 18) 25% Gen-Xers (18-34) 44% Baby Boomers (35-54) 25% Mature Market (55 and over) 6% African American 11% Asian 7% Hispanic 14% White/Caucasian 58% Other 10% NYC Residents 43% Tri-State Residents 48% Out-of-Town Visitors 9% Vehicle Lifestyle Trends Activities Done in Vehicle (In Last Six Months): Overall Men Women NYC Tri-State Residents Residents Ate or drank 85% 85% 90% 83% 89% Sang out loud 82% 80% 91% 80% 84% Talked on phone 74% 74% 76% 73% 76% Been romantic 57% 59% 54% 60% 55% Read while driving 31% 32% 29% 31% 31% Shaved or applied make-up 29% 20% 53% 29% 26% Got caught honking in a no honking zone 21% 21% 17% 22% 17% Overall Men Women NYC Tri-State Residents Residents Do you favor a ban on cell phone use while driving? (Yes) 45% 44% 52% 49% 43% Do you plan to buy a more fuel efficient vehicle? (Yes) 52% 51% 59% 57% 49% Which New York Personality Best Describes Your Driving Personality? (Top 10) Overall Men Women NYC Tri-State Residents Residents Jerry Seinfeld 21% 24% 11% 21% 22% Howard Stern 20% 23% 11% 20% 22% David Letterman 11% 13% 5% 10% 13% Rosie O'Donnell 9% 5% 23% 9% 9% Rudy Giuliani 8% 9% 3% 9% 7% Regis Philbin 6% 7% 5% 6% 7% Donald Trump 6% 7% 4% 8% 5% George Steinbrenner 5% 6% 3% 6% 6% Sarah Jessica Parker 5% 1% 15% 5% 4% Katie Couric 4% 2% 12% 3% 5% Which of the Following Products Would You Most Want in Your Next New Vehicle? Overall Men Women NYC Tri-State Residents Residents On-line mapping or navigation system 31% 31% 34% 31% 33% Voice-activated controls 23% 23% 21% 23% 23% Video entertainment console 15% 16% 14% 15% 15% Internet access 12% 13% 10% 14% 10% Heated seats/individual climate control 12% 11% 15% 10% 13% Adaptive /intelligent cruise control 7% 7% 5% 6% 7% Shopping Preferences Overall Men Women NYC Tri-State Residents Residents Have you purchased or leased a vehicle in the last six months? (Yes) 30% 30% 28% 25% 33% Did you use the Internet to shop for your new vehicle? (Yes) 58% 58% 58% 56% 60% Did You Use the Internet to ... Overall Men Women NYC Tri-State Residents Residents Obtain information on vehicle pricing? 95% 95% 96% 95% 96% Visit product information /ratings sites? 88% 87% 91% 85% 90% Contact a dealer located on the Web? 53% 53% 55% 59% 48% Your Next Vehicle Purchase Will Most Likely Be From Which Type of Manufacturer: Overall Men Women NYC Tri-State Residents Residents Domestic 45% 45% 46% 45% 45% Asian 23% 22% 24% 22% 23% European 32% 33% 30% 33% 32% Which of the Following Information Sources Do You Rely On Most When Purchasing a New Vehicle?(a) Overall Men Women NYC Tri-State Residents Residents Internet 42% 40% 37% 39% 39% Test Drive 39% 36% 36% 37% 35% Print information sources 34% 30% 32% 30% 31% Previous experience with manufacturer 29% 25% 28% 23% 28% Dealership salesperson 23% 20% 20% 18% 22% (a) Total is greater than 100 because respondents could select up to two sources. Polk is a global company, delivering multi-dimensional marketing information solutions to the automotive industry to enhance the relationships consumers have with brands. Through lifetime understanding of individuals, Polk helps its clients maintain current customers, win new ones and build their brand loyalty. The company has served the automotive industry for 78 years and is the longest-standing steward of automobile records in the United States. Founded in Detroit in 1870, Polk launched its motor vehicle statistical operations in 1922 when the first car registration reports were published. It now serves nearly every segment of the motor vehicle industry as an analytical consultant and statistician, a provider of database-marketing services, a supplier of vehicle histories and a data enabler for geographic information systems. Based in Southfield, Mich., Polk is a privately held firm that employs more than 2,500 people worldwide, currently operating in Australia, Canada, China, France, Germany, Holland, Spain, the United Kingdom and the United States. As of 11:30 a.m. April 30, 2000 *Top 5 leaders based on voting at the Polk Auto Trend Centers Concept Vehicle: Minivan/Full-size Van: 1. BMW Z9 16% 1. Chrysler PT Cruiser 18% 2. Dodge Viper Concept 12% 2. Mazda MPV 12% 3. Jaguar F-Type Concept 9% 3. Mercury Villager 9% 4. Hummer H2 6% 4. Dodge Caravan 8% Chrysler 300 Hemi 6% 5. Ford Windstar 7% Exhibit: Pickup Truck: 1. BMW 11% 1. Toyota Tundra 20% 2. Hyundai 6% 2. Ford F-Series 17% 3. Hummer 6% 3. Dodge Ram Pickup Truck 13% 4. Porsche 5% 4. Toyota Tacoma 10% Jaguar 5% 5. Dodge Dakota 8% Mercedes-Benz 5% Sports Car: Prestige Luxury Car: 1. Dodge Viper 14% 1. Mercedes-Benz S-Class 14% 2. Chevrolet Camaro 10% 2. Jaguar XJR 12% 3. Porsche 911 8% 3. Jaguar XJ8 10% 4. BMW M5 5% 4. Rolls Royce Silver Seraph 9% 5. BMW Z3 4% 5. BMW 7 Series 7% Luxury Car: SUV: 1. Lincoln LS 10% 1. Hummer 11% 2. Jaguar S TYPE 9% 2. BMW X5 8% 3. Lexus GS400 8% 3. Lincoln Navigator 6% 4. Mercedes-Benz CLK 7% 4. Jeep Grand Cherokee 5% 5. BMW 528 6% 5. Lexus RX 300 4% Midsize/Large Car: Small Car: 1. Honda Accord 10% 1. Volkswagen New Beetle 22% 2. Volkswagen Passat 9% 2. Honda Civic 14% 3. Volkswagen Jetta 6% 3. Ford Focus 10% Ford Taurus 6% 4. Volkswagen Golf 7% Volvo S40 6% 5. Saturn SL 5%