Automotive Consumer Dynamics Study

Acxiom Finds Domestics Best Positioned in Declining Pickup Market

Detroit Three have large established base of loyal pickup consumers who show extreme brand devotion.

As 2008 light-duty pickup sales have declined by nearly 17 percent through April 2008, it is no surprise that continued economic pressures are drastically shrinking a market that is shared by both domestic and import brands. However, Acxiom’s new consumer data reveals that Detroit’s Three (GM, Ford and Chrysler) hold the greatest potential to weather the storm with their current – and loyal – consumer base. The study discovered that regardless of whether these consumers purchase a pickup the next time around, domestic truck owners are much more loyal to their truck and brand than are consumers of import brand trucks.

Acxiom most recent Automotive Consumer Dynamics looked at more than 19 million consumers who consider themselves “truck people” and exposed a striking stronghold that domestic brands have on the market over imports. Top findings include:

• Big Three Domination: domestic brands have successfully built large, loyal franchises of consumers for their trucks over several decades,– something that import brands have failed to do despite significant marketing and product development investments.

• Wide Open Spaces, Wide Open Opportunity: the traditional pickup consumer, represented by those individuals who live in rural areas and/or use a pickup primarily for its utility function, still remains the best target for manufacturers and retailers to concentrate their marketing efforts.

• Domestic Devotion: domestic truck owners are more loyal to the truck and the brand as compared to their import counterparts, and they also display a much higher propensity to have multiple pickups of the same brand in their garages. Among the top six trucks, only Chevy Silverado owners increased their brand affinity each year over the past three years.

• Truck buyer interests: Consumers of domestic trucks are a highly-defined group, sharing a significant number of the same interests; Asian truck consumers are more disparate and don’t exhibit legendary “truck buyer” interests.

• Next Vehicle Purchase: Current truck owners increased their intention to buy a CUV or a hybrid most in April versus January of 2008. Their intention to purchase an SUV next dropped 38%.

With the results of this study, Acxiom delivers powerful new insights about the mind of the changing pickup truck consumer. Best of all, the results are addressable and actionable.

To learn more, download a PDF of current study.

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