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Family Car Buying - US - July 2014

“New family car sales are outpacing the general market due to an ongoing influx of first-time Millennial buyers who are beginning to form married couple families. Millennials have a slightly different take on the family car than non-Millennials do, by wanting a vehicle that is not only versatile but also one that is sporty to drive and that features the latest styling and cutting-edge tech features.”
- Colin Bird, Automotive Analyst

This report answers the following questions:

  • How should carmakers cater family vehicles to the bourgeoning Millennial consumer?
  • Why are women family car intenders less interested in minivans?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Terms
                • Executive Summary

                  • Overview
                    • The market
                      • Figure 1: Total US unit sales and fan chart forecast for family cars, 2009-19
                    • Market factors
                      • Married-couple families drive family car market
                        • Figure 2: Families, by presence of own children under 18 (numbers in thousands), 1950 to present
                      • High fuel prices help shift consumer purchasing preferences toward midsize cars and crossovers
                        • Figure 3: All grades all formulations retail gasoline prices, dollars per gallon, 2000-14
                      • Retail segments
                        • Family cars dominated by midsize cars and crossovers/SUVS
                          • Figure 4: Total US unit sales of family cars, by segment, 2013
                        • Luxury family cars comprise approximately one in 10 of sales
                          • Figure 5: Total US unit sales of luxury family cars (hundreds of thousands), 2013
                        • Key players
                          • Top eight automakers account for 80% of 2013 family car sales
                            • Figure 6: Total US unit sales of family cars, 2013
                          • The consumer
                            • Generation X, older Millennials, likeliest to want a family vehicle
                              • Figure 7: Vehicle purchase intenders who want a vehicle suitable for family, by generations, May 2014
                            • Biggest change in the lives of those considering a family car is the recent addition of a child
                              • Figure 8: Recent life events among family car intenders, May 2014
                            • More than four in 10 family car intenders allow their dog in the car
                              • Figure 9: Attributes of households shopping for family car, May 2014
                            • Those considering a family car much more likely to consider a crossover, SUV, or minivan
                              • Figure 10: Vehicle purchase intenders by vehicle body style consideration, by vehicle purchase intenders who want a vehicle suitable for family – a car that’s suitable for the family to use (eg family car), May 2014
                            • One in four family car buyers need car to function as both a business and family vehicle
                              • Figure 11: Attitudes and sentiments of family car shoppers, May 2014
                            • What we think
                            • Issues and Insights

                                • How should carmakers cater family vehicles to the bourgeoning Millennial consumer?
                                  • The issues
                                    • The implications
                                      • The issues
                                        • The implications
                                        • Trend Applications

                                            • Trend: Who are the Joneses?
                                              • Trend: Creature Comfort
                                                • Trend: Immaterial World
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Family cars expected to comprise more than half the new car market by end of 2016
                                                      • Figure 12: Total US unit sales of total family car sales, 2009-19
                                                      • Figure 13: Total US unit sales of total family car sales compared to total new car market, 2008-18
                                                    • Fan chart forecasts
                                                        • Figure 14: Total US unit sales and fan chart forecast for family cars, 2009-19
                                                    • Market Drivers

                                                      • Key points
                                                        • Married couple families with children 18 years or younger drive family car market
                                                          • Figure 15: Families, by presence of own children under 18 (numbers in thousands), 1950 to present
                                                        • Aging US vehicle fleet provides challenges for new family vehicle sales
                                                          • Figure 16: Average age of cars, light-trucks, and total light vehicles, 2002-13
                                                        • American drivers continue to drive fewer miles than peak period, weakening consumer demand
                                                          • Figure 17: Vehicle miles traveled per licensed driver, 1970-2040
                                                        • Access to credit vitally important to family car sales
                                                          • Figure 18: Prime and subprime risk score categories – share of auto loans, 2009-13
                                                          • Figure 19: Average credit score of new vs used car buyers, 2008-13
                                                          • Figure 20: Average new and used vehicle financing loan characteristics, Q4 2013
                                                        • Stabilizing housing market to positively impact family car sales
                                                          • Figure 21: Median existing home prices vs. new light-vehicle sales and family car sales, 2000-13
                                                        • High fuel prices help shift consumer purchasing preferences away from SUV and minivan family cars toward midsize cars and crossovers
                                                          • Figure 22: All grades all formulations retail gasoline prices, dollars per gallon, 2000-14
                                                          • Figure 23: Gasoline regular grade retail price including taxes US average dollars per gallon, 2014-15 (forecast)
                                                      • Segment Performance

                                                        • Key points
                                                          • Family cars dominated by midsize cars and crossovers/SUVS
                                                            • Figure 24: Total US unit sales of family cars, by segment, 2011 and 2013
                                                          • Midsized cars most dominate and competitive segment among family cars
                                                            • Figure 25: Total US unit sales of midsize cars, 2009-13
                                                            • Figure 26: Largest midsize car manufacturers, by market share, 2013
                                                          • Fast growth in midsized crossovers/SUVs peters out
                                                            • Figure 27: Total US unit sales of midsize crossover/SUVs, 2009-13
                                                            • Figure 28: Largest midsize crossover/SUV manufacturers, by market share, 2013
                                                          • Full-size crossovers/SUVs dominated by GM
                                                            • Figure 29: Total US unit sales of full-size crossover/SUVs, 2009-13
                                                            • Figure 30: Largest full size crossover/SUV manufacturers, by market share, 2013
                                                          • GM and Chrysler crowd stagnate full-size car segment
                                                            • Figure 31: Total US unit sales of full-size cars, 2009-13
                                                            • Figure 32: Largest full-size car manufacturers, by market share, 2013
                                                          • Minivan segment essentially controlled by three companies
                                                            • Figure 33: Total US unit sales of minivans, 2009-13
                                                            • Figure 34: Largest minivan manufacturers, by market share, 2013
                                                          • Luxury family cars comprise approximately one in 10 of sales
                                                            • Figure 35: Total US unit sales of luxury family cars, 2009-13
                                                        • Manufacturer Profiles

                                                          • Key points
                                                            • 80% of family cars produced by just seven automakers
                                                              • Figure 36: Total US unit sales of family cars, 2013
                                                              • Figure 37: Total US unit sales of family cars, 2012-13
                                                            • General Motors Company
                                                              • Overview
                                                                • Sales and market share
                                                                  • Figure 38: General Motors unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
                                                                • Featured products
                                                                  • Service and parts
                                                                    • Toyota Motor Sales USA, Inc.
                                                                      • Overview
                                                                        • Sales and market share
                                                                          • Figure 39: Toyota unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
                                                                        • Featured products
                                                                          • Service and parts
                                                                            • Chrysler Group, LLC.
                                                                              • Overview
                                                                                • Sales and market share
                                                                                  • Figure 40: Chrysler unit sales and market share in the compact car and crossover segment, by nameplate, 2009-14-YTD
                                                                                • Featured products
                                                                                  • Service and parts
                                                                                    • Ford Motor Company
                                                                                      • Overview
                                                                                        • Sales and market share
                                                                                          • Figure 41: Ford unit sales and market share in family car segment, by nameplate, 2009-14-YTD
                                                                                        • Featured products
                                                                                          • Service and parts
                                                                                            • American Honda Motor Co. Inc.
                                                                                              • Overview
                                                                                                • Sales and market share
                                                                                                  • Figure 42: Honda unit sales and market share in family car segment, by nameplate, 2009-2014-YTD
                                                                                                • Featured products
                                                                                                  • Service and parts
                                                                                                    • Nissan North America Inc.
                                                                                                      • Overview
                                                                                                        • Sales, service, and market share
                                                                                                          • Figure 43: Nissan unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
                                                                                                        • Featured products
                                                                                                          • Hyundai Motor America
                                                                                                            • Overview
                                                                                                              • Sales and market share
                                                                                                                • Figure 44: Hyundai unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
                                                                                                              • Featured products
                                                                                                                • Service and parts
                                                                                                                • Innovations and Innovators

                                                                                                                  • Toyota’s ‘Easy Speak’ feature allows parents to be heard clearly
                                                                                                                    • Figure 45: 2014 Toyota Highlander with Driver Easy Speak
                                                                                                                  • Ford inflatable rear seatbelt helps reduce risk of injury for children
                                                                                                                    • Figure 46: Ford rear inflatable safety belt
                                                                                                                  • Honda Odyssey in-car vacuum makes cleaning messes easier
                                                                                                                    • Figure 47: 2014 Honda Odyssey with HondaVAC™
                                                                                                                  • New Kia minivan features new telematics system to keep young teen drivers in check
                                                                                                                    • Figure 48: 2015 Kia Sedona with UVO eService’s Security Suite
                                                                                                                  • Volvo’s inflatable car seat concept could make travel easier
                                                                                                                    • Figure 49: Volvo Inflatable Child Seat Concept
                                                                                                                • Marketing Strategies

                                                                                                                  • Overview of the brand landscape
                                                                                                                    • Strategy: Marketing minivans as “unminivans”
                                                                                                                      • Figure 50: 2015 Kia Sedona and 2015 Ford Transit Connect Wagon
                                                                                                                    • Strategy: Exploit man's best friend
                                                                                                                      • Figure 51: Subaru’s Meet the Barkleys
                                                                                                                    • Strategy: Driver testimonials
                                                                                                                      • Figure 52: 2014 MDX - Driver Impressions commercial
                                                                                                                    • Strategy: Emphasize safety
                                                                                                                      • Figure 53: Chevrolet Traverse: Keeping Family Safe - #TheNew Family Room
                                                                                                                  • Profile of the Family Vehicle Intender

                                                                                                                    • Key points
                                                                                                                      • Demographics of those looking for a vehicle suitable for the family
                                                                                                                        • One in five car purchase intenders are interested in a vehicle that’s suitable for family use
                                                                                                                          • Figure 54: Vehicle purchase intenders who want a vehicle suitable for family, May 2014
                                                                                                                        • Those seeking a family car less likely to also consider a luxury vehicle
                                                                                                                          • Figure 55: Vehicle purchase intenders who want a vehicle suitable for family, by vehicle purchase intenders who want a vehicle suitable for family, May 2014
                                                                                                                        • Little difference among race or ethnicity and wanting a family vehicle
                                                                                                                          • Figure 56: Vehicle purchase intenders who want a vehicle suitable for family, by race/Hispanic origin, May 2014
                                                                                                                        • Family cars most likely to be considered among those who are married
                                                                                                                          • Figure 57: Vehicle purchase intenders who want a vehicle suitable for family, by marital/relationship status, May 2014
                                                                                                                        • More than one third of households consisting of four people are considering a family car
                                                                                                                          • Figure 58: Vehicle purchase intenders who want a vehicle suitable for family, by household size, May 2014
                                                                                                                        • Family vehicles more often considered by households with one or more children
                                                                                                                          • Figure 59: Vehicle purchase intenders who want a vehicle suitable for family, by presence of children in household, May 2014
                                                                                                                        • Midwestern and Southern respondents more likely to want a family vehicle
                                                                                                                          • Figure 60: Vehicle purchase intenders who want a vehicle suitable for family, by region, May 2014
                                                                                                                        • Generation X likeliest to want a family vehicle
                                                                                                                          • Figure 61: Vehicle purchase intenders who want a vehicle suitable for family, by generations, May 2014
                                                                                                                        • Among Millennial subset, older Millennials more likely to want family car
                                                                                                                          • Figure 62: Vehicle purchase intenders who want a vehicle suitable for family, by generations, May 2014
                                                                                                                        • Suburban dwellers are the most likely to consider a family vehicle
                                                                                                                          • Figure 63: Vehicle purchase intenders who want a vehicle suitable for family, by area, May 2014
                                                                                                                        • Not all who plan to purchase family car expect it to be used by family
                                                                                                                          • Figure 64: Family type vehicles that will be used primarily by the family, May 2014
                                                                                                                        • Recent life events among family car intenders
                                                                                                                          • Biggest change in the lives of those considering a family car is the recent addition of a child
                                                                                                                            • Figure 65: Recent life events among family car intenders, May 2014
                                                                                                                          • Female family car intenders more likely to have a new baby on board
                                                                                                                            • Figure 66: Recent life events among family car intenders, by gender, May 2014
                                                                                                                          • Millennial family car intenders more likely to encounter a recent major life change when compared to non-Millennials
                                                                                                                            • Figure 67: Recent life events among family car intenders, by generations, May 2014
                                                                                                                          • Attributes and behaviors of households shopping for family car
                                                                                                                            • More than four in 10 family car intenders allow their dog in the car
                                                                                                                              • Figure 68: Attributes of households shopping for family car, May 2014
                                                                                                                            • Reasons for wanting a new vehicle, by family car shoppers
                                                                                                                              • Family car intenders more likely to state needs of family and demands of spouse for wanting a new vehicle
                                                                                                                                • Figure 69: Reasons for wanting a new vehicle, by family car intenders, May 2014
                                                                                                                              • One quarter of Millennial family vehicle intenders say they need a new vehicle because their old one no longer suits their lifestyle
                                                                                                                                • Figure 70: Reasons for wanting a new vehicle, by family car intenders, by generations, May 2014
                                                                                                                              • Who will purchase next family car
                                                                                                                                • Family car intenders more likely to be jointly/mutually responsible for vehicle purchase
                                                                                                                                  • Figure 71: Who will purchase next family car, May 2014
                                                                                                                                • Majority of female family car intenders plan to be jointly responsible for car purchase
                                                                                                                                  • Figure 72: Who will purchase next family car, by gender, May 2014
                                                                                                                                • Married households show near equal split between being solely or jointly responsible for purchasing vehicle
                                                                                                                                  • Figure 73: Who will purchase next family car, by marital status, May 2014
                                                                                                                                • Approximately when will the next household family car be purchased
                                                                                                                                  • Majority of family vehicle intenders expect to purchase car within the next year
                                                                                                                                    • Figure 74: Approximately when will the next vehicle be purchased by family car intenders, May 2014
                                                                                                                                  • Women appear to be longer-term planners for next vehicle purchase than men
                                                                                                                                    • Figure 75: Approximately when will the next vehicle be purchased by family car intenders, by gender, May 2014
                                                                                                                                  • Household respondents earning less than $75K less likely to think they’ll make a purchase in the next year
                                                                                                                                    • Figure 76: Approximately when will the next vehicle be purchased by family car intenders, by household income, May 2014
                                                                                                                                  • Number of vehicles owned by family car shoppers
                                                                                                                                    • Average household seeking to purchase a family car already owns two cars
                                                                                                                                      • Figure 77: Number of vehicles owned by family car shoppers, May 2014
                                                                                                                                    • Vehicle types owned by households looking for a family car
                                                                                                                                      • Those considering a family vehicle more likely to already own minivan or midsize crossovers/SUVs
                                                                                                                                        • Figure 78: Vehicles types owned by households looking for a family car, May 2014
                                                                                                                                      • Suburban family car intenders more likely to own midsized cars or compact crossovers/SUVs
                                                                                                                                        • Figure 79: Vehicles types owned by households looking for a family car, by area, May 2014
                                                                                                                                      • Price paid for most recently purchased vehicle by family car shoppers
                                                                                                                                        • Family car intenders spent more on their last vehicle purchase
                                                                                                                                          • Figure 80: Price of recently purchased vehicle, by family car intenders, May 2014
                                                                                                                                        • New, used or CPO vehicle purchased by family car shoppers
                                                                                                                                          • Two thirds of family vehicle intenders say last vehicle purchase was a new car
                                                                                                                                            • Figure 81: Purchased new, used or certified pre-owned, by family car intender, May 2014
                                                                                                                                          • Women more likely to say last vehicle purchase was a used vehicle
                                                                                                                                            • Figure 82: Purchased new, used or certified pre-owned, by family car intender, by gender, May 2014
                                                                                                                                          • Millennials less likely to purchase new vehicle
                                                                                                                                            • Figure 83: Purchased new, used or certified pre-owned, by family car intender, by generations, May 2014
                                                                                                                                          • Family car intenders by new, used, or certified pre-owned considerations
                                                                                                                                            • Majority of family car intenders want a new car
                                                                                                                                              • Figure 84: Vehicle purchase intenders by new, used, or certified pre-owned considerations, May 2014
                                                                                                                                            • Men far more likely to say they’ll buy new when compared to women
                                                                                                                                              • Figure 85: Vehicle purchase intenders by new, used, or certified pre-owned considerations, by gender, May 2014
                                                                                                                                            • Vehicle purchase intenders by vehicle body style consideration
                                                                                                                                              • Those considering a family car much more likely to consider a crossover, SUV, or minivan
                                                                                                                                                • Figure 86: Vehicle purchase intenders by vehicle body style consideration, by vehicle purchase intenders who want a vehicle suitable for family – A car that’s suitable for the family to use (eg family car), May 2014
                                                                                                                                            • Most Influential Feature Options and Spatial Attributes Desired From Family Car Intenders

                                                                                                                                              • Key points
                                                                                                                                                • Passenger and cargo attributes desired from family car
                                                                                                                                                  • Large cargo areas most important consideration for family car shoppers
                                                                                                                                                    • Figure 87: Passenger and cargo attributes desired among family car shoppers, May 2014
                                                                                                                                                  • Larger households more interested in LATCH anchors and third-row seats
                                                                                                                                                    • Figure 88: Passenger and cargo attributes desired among family car shoppers, by household size, May 2014
                                                                                                                                                  • Households with children look for passenger capacity
                                                                                                                                                    • Figure 89: Passenger and cargo attributes desired among family car shoppers, by presence of children in household, May 2014
                                                                                                                                                  • Family car intenders who allow their dogs in the car more interested in roof rack
                                                                                                                                                    • Figure 90: Passenger and cargo attributes desired among family car shoppers, by allow my dog in the car, May 2014
                                                                                                                                                  • Family car intenders considering a minivan are more interested in integrated child safety seats
                                                                                                                                                    • Figure 91: Passenger and cargo attributes desired among family car shoppers, by vehicle purchase intenders by vehicle body style consideration, May 2014
                                                                                                                                                  • Most influential features and incentives when considering family car
                                                                                                                                                    • Family car purchase intenders more interested in incentives and warranties
                                                                                                                                                      • Figure 92: Incentives and complimentary services important to family car shoppers, May 2014
                                                                                                                                                    • Family car intenders more interested in upholstery, cruise control, and remote start
                                                                                                                                                      • Figure 93: Styling and comfort features important to family car shoppers, May 2014
                                                                                                                                                    • One third of family car intenders interested in rear-seat entertainment systems
                                                                                                                                                      • Figure 94: Tech and audio features important to family car shoppers, May 2014
                                                                                                                                                    • Half of family car buyers are interested in front and reverse back-up sensors
                                                                                                                                                      • Figure 95: Safety features important to family car shoppers, May 2014
                                                                                                                                                  • Family Car Accessory Usage Behavior

                                                                                                                                                    • Key points
                                                                                                                                                      • Two thirds of family car intenders augment their car to better suit their needs
                                                                                                                                                        • Figure 96: Family car usage and behavior, May 2014
                                                                                                                                                      • Households earning $75K+ use more accessories
                                                                                                                                                        • Figure 97: Family car usage and behavior, by household income, May 2014
                                                                                                                                                      • Larger family households use more vehicle accessories
                                                                                                                                                        • Figure 98: Family car usage and behavior, by household size, May 2014
                                                                                                                                                      • Family car intenders with children more likely to use trailer
                                                                                                                                                        • Figure 99: Family car usage and behavior, by presence of children in household, May 2014
                                                                                                                                                      • Millennials more likely to have purchased video player and or tablet cradle
                                                                                                                                                        • Figure 100: Family car usage and behavior, by generations, May 2014
                                                                                                                                                    • Attitudes and Sentiments of Family Car Shoppers

                                                                                                                                                      • Key points
                                                                                                                                                        • Majority of family car buyers need vehicle that can take long trips
                                                                                                                                                          • Figure 101: Attitudes and sentiments of family car shoppers, May 2014
                                                                                                                                                        • One in four family car buyers need car to function as both a business and family vehicle
                                                                                                                                                          • Figure 102: Attitudes and sentiments of family car shoppers, May 2014
                                                                                                                                                        • Nearly one quarter of family car buying women think minivans are not cool
                                                                                                                                                          • Figure 103: Attitudes and sentiments of family car shoppers, by gender, May 2014
                                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                                        • Websites or apps visited by family car shoppers
                                                                                                                                                          • Figure 104: Websites and apps visited by family car intenders, May 2014
                                                                                                                                                        • Social media websites or apps visited by family car shoppers
                                                                                                                                                          • Figure 105: Social media websites or apps visited by family car intenders, May 2014
                                                                                                                                                        • Profile of the family vehicle intender
                                                                                                                                                          • Figure 106: Vehicle purchase intenders who want a vehicle suitable for family, by household income, May 2014
                                                                                                                                                          • Figure 107: Number of household vehicles owned by family car intenders, by household income, May 2014
                                                                                                                                                          • Figure 108: Price of recently purchased vehicle, by family car intenders, by gender, May 2014
                                                                                                                                                          • Figure 109: Price of recently purchased vehicle, by family car intenders, by area, May 2014
                                                                                                                                                          • Figure 110: Alternative fueled vehicle considerations by family car intenders, May 2014
                                                                                                                                                          • Figure 111: Family type vehicles that will be used primarily by the family, by marital status, May 2014
                                                                                                                                                          • Figure 112: Family type vehicles that will be used primarily by the family, by household size, May 2014
                                                                                                                                                          • Figure 113: Family type vehicles that will be used primarily by the family, by presence of children in household, May 2014
                                                                                                                                                      • Appendix – Trade Associations

                                                                                                                                                        Companies Covered

                                                                                                                                                        To learn more about the companies covered in this report please contact us.

                                                                                                                                                        Family Car Buying - US - July 2014

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