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New Cars - US - September 2014

“With five consecutive years of strong sales in the books, the search for new buyers is heating up among automakers. Marketers have an opportunity to find audiences of buyers who have previously not been a primary focus. Women car buyers, owners of vehicles in need of replacement, and traditional used-car buyers each present distinct opportunities.”
– Ali Lipson, Category Manager – Retail & Apparel, Technology, Automotive

This report answers the following questions:

  • Who are the next audience of car buyers?
  • How can dealerships emphasize that car buying is not just a man’s world?
  • How can marketers help consumers solve the new vs. used decision?
Vehicle sales are now into their fifth-consecutive year of healthy growth. As the market matures from a post-recession rebound into sustained period of growth, brands will have to continue to intrigue consumer tastes and desires by offering the latest and greatest in safety and technology features.
 
Nearly one third of respondents want another vehicle because the mileage on their current vehicle is getting high. The aging fleet of US vehicles – currently at a record high – is a primary engine for new sales growth. This creates an opportunity for marketers to emphasize the newest technologies and fuel efficiencies to consumers who are replacing much older cars.
 
Consumers may be surprised to learn about the significant improvements that new vehicles have over what they have become used to driving. Consumers of all generations want vehicles that are fuel efficient, and marketers might show consumers how fuel efficiency for new crossovers or even small SUVs is likely to be better than that of a 10-year-old sedan.

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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
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • New car sales reach 16.5 million units in 2014, continuing rapid growth
                          • Figure 1: Total US unit sales and fan chart forecast of new cars, 2009-19
                        • More light trucks sold than passenger cars
                          • Figure 2: U.S. UNIT SALES OF NEW CARS VS. LIGHT-TRUCKS, 1980-2013
                        • Market drivers
                          • High gas prices influence vehicle preferences
                            • Figure 3: All grades all formulations retail gasoline prices, 2000-14
                          • Key players
                            • Figure 4: Top 10 brands, 2013 unit sales
                            • Figure 5: Ford Market share and unit sales, 2002-13
                          • The consumer
                            • Aging vehicle primary driver for new purchase
                              • Figure 6: Reasons for wanting another vehicle, by new intenders, May 2014
                            • Nearly three quarters of car intenders plan to buy new
                              • Figure 7: Car buyers who expect to purchase a new vehicle, by gender, May 2014
                            • Consumers want to avoid future maintenance costs
                              • Figure 8: Incentives and service features important to new vehicle intenders, May 2014
                            • Smartphone connectivity can influence new car buyers
                              • Figure 9: Tech and audio features important to new vehicle intenders, May 2014
                            • Safety features highly influential among women
                              • Figure 10: Safety features important to new vehicle intenders, by gender, May 2014
                            • What we think
                            • Issues and Insights

                                • Who are the next audience of car buyers?
                                  • The issues
                                    • The implications
                                      • How can dealerships emphasize that car buying is not just a man’s world?
                                        • The issues
                                          • The implications
                                            • How can marketers help consumers solve the new vs. used decision?
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: Access All Areas
                                                      • Trend: Slow It All Down
                                                        • Trend: The Suite Life
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • New car sales reach 16.5 million units in 2014, continuing rapid growth
                                                              • Figure 11: Total US unit sales and forecast of new cars, at current prices, 2009-19
                                                            • Fan chart forecast
                                                                • Figure 12: Total US unit sales and fan chart forecast of new cars, at current prices, 2009-19
                                                            • Market Segmentation

                                                              • Key points
                                                                • Crossovers help propel light truck sales above passenger cars
                                                                  • Figure 13: US UNIT SALES OF NEW CARS VS. LIGHT-TRUCKS, 1980-2013
                                                                • Light-truck sales estimated to increase for fifth consecutive year
                                                                  • Figure 14: US unit sales of new light-trucks, 2009-14
                                                                • Passenger car sales estimated to be relatively light
                                                                  • Figure 15: US unit sales of new cars, 2009-14
                                                                • Toyota Camry still best-selling car despite no growth in 2013
                                                                  • Figure 16: Top 10 New Car Models, 2013 unit sales
                                                              • Market Drivers

                                                                • Key points
                                                                  • Aging US fleet creates future demand
                                                                    • Figure 17: Average age of light Vehicles, 2002-13
                                                                  • Miles driven has plateaued
                                                                    • Figure 18: TOTAL VEHICLE MILES TRAVELED, 1970-2013
                                                                  • Number of new car dealerships stabilizing at lower levels
                                                                    • Figure 19: Number of dealerships selling new cars, January 2013-January 2014
                                                                  • Rise in median home prices increases vehicle demand
                                                                    • Figure 20: Median existing home prices vs. new light vehicle sales, 2002-13
                                                                  • High but stabilizing gas prices influence preferences
                                                                    • Figure 21: All grades all formulations retail gasoline prices, 2000-14
                                                                  • Record-setting year for recalls has ironic upside
                                                                  • Leading Companies

                                                                    • Key points
                                                                      • Top three brands represent nearly 40% market share
                                                                        • Figure 22: Top 13 brands, 2013 unit sales, 2013
                                                                      • GM leading manufacturer
                                                                        • Figure 23: General Motors Market share and unit sales, 2002-13
                                                                      • Ford sells nearly 2.5 million vehicles
                                                                        • Figure 24: Ford market share and unit sales, 2002-13
                                                                      • Toyota rebounds sharply from 2011 recall and production difficulties
                                                                        • Figure 25: Toyota market share and unit sales, 2002-13
                                                                      • Chrysler sales up nearly 100% since 2009
                                                                        • Figure 26: Chrysler Market share and unit sales, 2002-13
                                                                      • American Honda market share stagnant
                                                                        • Figure 27: Honda market share and unit sales, 2002-13
                                                                      • Nissan doubles market share in 10 years
                                                                        • Figure 28: Nissan Market share and unit sales, 2002-13
                                                                      • Volkswagen offers Diesel, hybrid options
                                                                        • Figure 29: Volkswagen market share and unit sales, 2002-13
                                                                      • Hyundai-Kia sales stagnate
                                                                        • Figure 30: Hyundai/Kia Group market share and unit sales, 2002-13
                                                                      • Subaru fastest growing of major automakers
                                                                        • Figure 31: Subaru market share and unit sales, 2002-13
                                                                    • Innovations and Innovators

                                                                      • Talking cars foreshadow latest in safety innovation
                                                                        • Tesla readies Model X
                                                                          • Figure 32: Tesla Model X
                                                                        • Apple, Google enter integrated dashboards
                                                                            • Figure 33: Apple CarPlay
                                                                            • Figure 34: Android Auto
                                                                        • Marketing Strategies

                                                                          • Overview of the brand landscape
                                                                            • Product placements in film promote specific models
                                                                              • Chevrolet Camaro co-stars in new Transformers film
                                                                                • Figure 35: Chevrolet tv ad, “transformers Camaro: Transforming your Everyday,” June 2014
                                                                              • Dodge borrows Anchorman’s Ron Burgandy as spokesman
                                                                                • Figure 36: Dodge tv ad, “It Comes Standard”, October 2013
                                                                              • World Cup provides room for official (and unofficial) sponsors
                                                                                • As official World Cup sponsor, Hyundai focuses on passion of fans
                                                                                  • Figure 37: Hyundai tv ad “because futbol,” June 2014
                                                                                • Not official sponsor, Volkswagen finds way to score at World Cup
                                                                                  • Figure 38: Volkswagen tv ad “Play by Play,” June 2014
                                                                                • Nissan jumps on current events with Tweet
                                                                                  • Figure 39: Room for all the family, Nissan tweet, 2014
                                                                              • Social Media

                                                                                • Key points
                                                                                  • Market overview
                                                                                    • Key social media metrics
                                                                                      • Figure 40: Key performance indicators, selected car brands, Aug 18, 2013-Aug 17, 2014
                                                                                    • Brand usage and awareness
                                                                                      • Figure 41: Brand usage and awareness of car brands, May 2014
                                                                                    • Interaction with brands
                                                                                      • Figure 42: Interaction with car brands, May 2014
                                                                                    • Leading online campaigns
                                                                                      • ‘Selling’ cars through social media
                                                                                        • Social media for social good
                                                                                          • Marketing to Millennials
                                                                                            • Driving fan engagement through hashtags
                                                                                              • What we think
                                                                                                • Online conversations
                                                                                                  • Figure 43: Online mentions, selected car brands, Aug 18, 2013-Aug 17, 2014
                                                                                                • Where are people talking about car brands?
                                                                                                  • Figure 44: Mentions by page type, selected car brands, Aug 18, 2013-Aug 17, 2014
                                                                                                • What are people talking about online?
                                                                                                  • Figure 45: Mentions by topic of conversation, selected car brands, Aug 18, 2013-Aug 17, 2014
                                                                                              • New Car Buyers

                                                                                                • Key points
                                                                                                  • Men more likely planning to buy a vehicle
                                                                                                    • Figure 46: Do you plan to buy a vehicle in the next three years, by gender, May 2014
                                                                                                  • Majority of middle-income households planning to buy a vehicle
                                                                                                    • Figure 47: Do you plan to buy a vehicle in the next three years, by household income, May 2014
                                                                                                  • Millennials most likely to be planning to buy a vehicle
                                                                                                    • Figure 48: Do you plan to buy a vehicle in the next three years, by generations, May 2014
                                                                                                  • Consumers with new car in household more likely planning to buy a vehicle
                                                                                                    • Figure 49: Do you plan to buy a vehicle in the next three years, by new, used or CPO vehicles already in household, May 2014
                                                                                                  • Middle-aged respondents go bigger
                                                                                                    • Figure 50: Vehicle types already owned by new car intenders, by generations, May 2014
                                                                                                  • Consumers expect to pay average of $413.70 per month for next vehicle
                                                                                                    • Figure 51: Expected monthly payment of next new, used and CPO car, May 2014
                                                                                                • New Car Buyers – Who, When, and Why

                                                                                                  • Key points
                                                                                                    • Three quarters of men will purchase solo
                                                                                                      • Figure 52: Who will purchase the next new vehicle, by gender, May 2014
                                                                                                    • Many married couples buy jointly
                                                                                                      • Figure 53: Who will purchase the next new vehicle, by marital status, May 2014
                                                                                                    • Millennials more likely to buy now
                                                                                                      • Figure 54: Approximately when will the next new vehicle purchase occur, by generations, May 2014
                                                                                                    • Aging vehicle primary driver for new purchase
                                                                                                      • Figure 55: Reasons for wanting another vehicle, by new vehicle intenders, by generations, May 2014
                                                                                                  • New Car Buyers – Vehicles Considered

                                                                                                    • Key points
                                                                                                      • Midsize car most popular body style
                                                                                                        • Figure 56: New vehicle purchase intenders by vehicle body style consideration, by household income, May 2014
                                                                                                      • Crossovers of all types popular with Millennials
                                                                                                        • Figure 57: New vehicle purchase intenders by vehicle body style consideration, by generations, May 2014
                                                                                                      • Crossovers/SUVs by far family car of choice
                                                                                                        • Figure 58: New vehicle purchase intenders by vehicle body style consideration, by new vehicle purchase intenders by vehicle type consideration, May 2014
                                                                                                      • Electric engines still lag hybrids
                                                                                                        • Figure 59: Alternative fueled vehicle considerations by new vehicle intenders, May 2014
                                                                                                    • Car Buyers – New, Used, or CPO?

                                                                                                      • Key points
                                                                                                        • Seven in 10 vehicle intenders plan to buy new
                                                                                                          • Figure 60: Car buyers who expect to purchase a new vehicle, by gender, May 2014
                                                                                                        • CPO could provide opportunity among less affluent
                                                                                                          • Figure 61: Car buyers who expect to purchase a new vehicle, by household income, May 2014
                                                                                                        • Those who buy new plan to keep buying new
                                                                                                          • Figure 62: Car buyers who expect to purchase a new vehicle, by new, used or CPO vehicles already in household, May 2014
                                                                                                        • Used/CPO vehicles most often purchased as family car
                                                                                                          • Figure 63: Car buyers who expect to purchase a new vehicle, by new purchase intenders by vehicle type consideration, May 2014
                                                                                                        • Majority of respondents have already bought new
                                                                                                          • Figure 64: New, used or CPO vehicles already in household, May 2014
                                                                                                      • Price Paid For Most Recently Purchased Vehicle

                                                                                                        • Key points
                                                                                                          • Average spend on most recently purchased vehicle is $26K
                                                                                                            • Figure 65: Price of recently purchased vehicle, May 2014
                                                                                                          • Average spend on most recently purchased new car is $30K
                                                                                                            • Figure 66: Price of recently purchased vehicle, by car buyers who expect to purchase a new vehicle, May 2014
                                                                                                          • Average spend on most recently purchased family car is $28K
                                                                                                            • Figure 67: Price of recently purchased vehicle, by new purchase intenders by vehicle type consideration, May 2014
                                                                                                          • Amount spent on vehicle closely related to household income
                                                                                                            • Figure 68: Price of recently purchased vehicle, by household income, May 2014
                                                                                                          • Parents spend more on vehicles
                                                                                                            • Figure 69: Price of recently purchased vehicle, by presence of children in household, May 2014
                                                                                                          • Nearly half of buyers focus on total price
                                                                                                            • Figure 70: Monthly payment or total price, by generations, May 2014
                                                                                                        • Incentives and Service Features Important To New Car Intenders

                                                                                                          • Key points
                                                                                                            • Consumers want to avoid future maintenance costs
                                                                                                                • Figure 71: Incentives and service features important to new vehicle intenders, by generations, May 2014
                                                                                                            • Styling and Comfort Features Important to New Vehicle Intenders

                                                                                                              • Key points
                                                                                                                • Power equipment and style are most important to new car intenders
                                                                                                                  • Figure 72: Styling and comfort features important to new vehicle intenders, by gender, May 2014
                                                                                                                • Interior/exterior focus of older car buyers
                                                                                                                  • Figure 73: Styling and comfort features important to new vehicle intenders, by generations, May 2014
                                                                                                                • Interior/exterior style important for luxury car buyers
                                                                                                                  • Figure 74: Styling and comfort features important to new vehicle intenders, by new purchase intenders by vehicle type consideration, May 2014
                                                                                                              • Tech and Audio Features Important to New Vehicle Intenders

                                                                                                                • Key points
                                                                                                                  • Smartphone connectivity can influence new car buyers
                                                                                                                    • Figure 75: Tech and audio features important to new vehicle intenders, by gender, May 2014
                                                                                                                  • Not all tech and audio features driven by income
                                                                                                                    • Figure 76: Tech and audio features important to new vehicle intenders, by household income, May 2014
                                                                                                                  • Nearly half of Millennials want smartphone connectivity
                                                                                                                    • Figure 77: Tech and audio features important to new vehicle intenders, by generations, May 2014
                                                                                                                • Safety Features Important to New Vehicle Intenders

                                                                                                                  • Key points
                                                                                                                    • Safety features highly influential among women
                                                                                                                      • Figure 78: Safety features important to new vehicle intenders, by gender, May 2014
                                                                                                                    • Millennials overlooking less exciting safety features
                                                                                                                      • Figure 79: Safety features important to new vehicle intenders, by generations, May 2014
                                                                                                                  • Interest in Developing Technologies, Functionality, Features and Services When Purchasing Next New Car

                                                                                                                    • Key points
                                                                                                                      • Wireless recharging appeals consumers of all ages and genders
                                                                                                                          • Figure 80: Interest in developing technologies, functionality, features and services when purchasing next new car, by gender and age, May 2014
                                                                                                                        • Opportunity to offer developing technologies in affordable cars
                                                                                                                          • Figure 81: Interest in developing technologies, functionality, features and services when purchasing next new car, by household income, May 2014
                                                                                                                        • Parents want features for safety and convenience
                                                                                                                          • Figure 82: Interest in developing technologies, functionality, features and services when purchasing next new car, by presence of children in household, May 2014
                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                        • Key points
                                                                                                                          • Black and Hispanic consumers provide large opportunity
                                                                                                                            • Figure 83: Price of recently purchased vehicle, by race/Hispanic origin, May 2014
                                                                                                                          • Nearly three quarters of Hispanics expect to buy in next year
                                                                                                                            • Figure 84: Approximately when will the next new vehicle purchase occur, by race/Hispanic origin, May 2014
                                                                                                                          • Black car buyers want better fuel economy, more enjoyable drive
                                                                                                                            • Figure 85: Reasons for wanting another vehicle, by new intenders, by race/Hispanic origin, May 2014
                                                                                                                          • Blacks overwhelmingly seek passenger cars
                                                                                                                            • Figure 86: New vehicle purchase intenders by vehicle body style consideration, by race/Hispanic origin, May 2014
                                                                                                                          • Opportunity to market CPO vehicles to Blacks, new cars to Hispanics
                                                                                                                            • Figure 87: Car buyers who expect to purchase a new vehicle, by race/Hispanic origin, May 2014
                                                                                                                          • Monthly payment critical for both Blacks and Hispanics
                                                                                                                            • Figure 88: Monthly payment or total price, by race/Hispanic origin, May 2014
                                                                                                                          • Monthly cost considerations rate high among Blacks and Hispanics
                                                                                                                            • Figure 89: Incentives and service features important to new vehicle intenders, by race/Hispanic origin, May 2014
                                                                                                                          • Hispanics want personalized, smartphone experience
                                                                                                                            • Figure 90: Tech and audio features important to new vehicle intenders, by race/Hispanic origin, May 2014
                                                                                                                          • Blacks want safety features which make car easier to drive
                                                                                                                            • Figure 91: Safety features important to new vehicle intenders, by race/Hispanic origin, May 2014
                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                          • New car buyers
                                                                                                                            • Figure 92: Number of household vehicles owned by new car intenders, May 2014
                                                                                                                            • Figure 93: Who will purchase the next new vehicle, by gender and age, May 2014
                                                                                                                            • Figure 94: Approximately when will the next new vehicle purchase occur, May 2014
                                                                                                                            • Figure 95: Approximately when will the next new vehicle purchase occur, by gender and age, May 2014
                                                                                                                            • Figure 96: Reasons for wanting another vehicle, by new vehicle intenders, May 2014
                                                                                                                          • New-car buyers – Vehicles considered
                                                                                                                            • Figure 97: New vehicle purchase intenders by vehicle type consideration, May 2014
                                                                                                                            • Figure 98: New vehicle purchase intenders by vehicle type consideration, by marital status, May 2014
                                                                                                                            • Figure 99: New vehicle purchase intenders by vehicle type consideration, by generations, May 2014
                                                                                                                            • Figure 100: New vehicle purchase intenders by vehicle type consideration, by presence of children in household, May 2014
                                                                                                                          • Car buyers – New, used, or CPO?
                                                                                                                            • Figure 101: Car buyers who expect to purchase a new vehicle, by presence of children in household, May 2014
                                                                                                                            • Figure 102: New, used or CPO vehicles already in household, by household income, May 2014
                                                                                                                            • Figure 103: New, used or CPO vehicles already in household, by car buyers who expect to purchase a new vehicle, May 2014
                                                                                                                          • Price paid for most recently purchased vehicle
                                                                                                                            • Figure 104: Price of recently purchased vehicle, by generations, May 2014
                                                                                                                            • Figure 105: Monthly payment or total price, May 2014
                                                                                                                          • Incentives and service features important to new car intenders
                                                                                                                            • Figure 106: Incentives and service features important to new vehicle intenders, May 2014
                                                                                                                          • Tech and audio features important to new vehicle intenders
                                                                                                                            • Figure 107: Tech and audio features important to new vehicle intenders, by new purchase intenders by vehicle type consideration, May 2014
                                                                                                                          • Safety features important to new vehicle intenders
                                                                                                                            • Figure 108: Safety features important to new vehicle intenders, by marital status, May 2014
                                                                                                                          • Interest in developing technologies, functionality, features and services when purchasing next new car
                                                                                                                            • Figure 109: Interest in developing technologies, functionality, features and services when purchasing next new car, by generations, May 2014
                                                                                                                          • Top vehicle brands considered
                                                                                                                            • Figure 110: Top vehicle brands considered for next new car purchase, May 2014
                                                                                                                            • Figure 111: Top vehicle brands considered for next new car purchase – Any choice, by household income, May 2014
                                                                                                                          • Impact of race and Hispanic origin
                                                                                                                            • Figure 112: Number of household vehicles owned by new car intenders, by race/Hispanic origin, May 2014
                                                                                                                            • Figure 113: Vehicle types already owned by new car intenders, by race/Hispanic origin, May 2014
                                                                                                                            • Figure 114: New, used or CPO vehicles already in household, by race/Hispanic origin, May 2014
                                                                                                                            • Figure 115: Who will purchase the next new vehicle, by race/Hispanic origin, May 2014
                                                                                                                            • Figure 116: Styling and comfort features important to new vehicle intenders, by race/Hispanic origin, May 2014
                                                                                                                            • Figure 117: Top vehicle brands considered for next new car purchase – Any choice, by race/Hispanic origin, May 2014
                                                                                                                            • Figure 118: Interest in developing technologies, functionality, features and services when purchasing next new car, by race/Hispanic origin, May 2014
                                                                                                                        • Appendix – Social Media

                                                                                                                            • Figure 119: Key social media indicators of selected car brands, August 2014
                                                                                                                          • Online conversations
                                                                                                                            • Figure 120: Online mentions, selected car brands, Aug 18, 2013-Aug 17, 2014
                                                                                                                          • Brand usage or awareness
                                                                                                                            • Figure 121: Brand usage or awareness, May 2014
                                                                                                                            • Figure 122: Ford usage or awareness, by demographics, May 2014
                                                                                                                            • Figure 123: Toyota usage or awareness, by demographics, May 2014
                                                                                                                            • Figure 124: Chevrolet usage or awareness, by demographics, May 2014
                                                                                                                            • Figure 125: Honda usage or awareness, by demographics, May 2014
                                                                                                                            • Figure 126: Nissan usage or awareness, by demographics, May 2014
                                                                                                                            • Figure 127: Hyundai usage or awareness, by demographics, May 2014
                                                                                                                          • Activities done
                                                                                                                            • Figure 128: Activities done, May 2014
                                                                                                                            • Figure 129: Ford – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                            • Figure 130: Ford – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                            • Figure 131: Ford – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                            • Figure 132: Ford – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                            • Figure 133: Toyota – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                            • Figure 134: Toyota – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                            • Figure 135: Toyota – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                            • Figure 136: Toyota – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                            • Figure 137: Chevrolet – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                            • Figure 138: Chevrolet – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                            • Figure 139: Chevrolet – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                            • Figure 140: Chevrolet – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                            • Figure 141: Honda – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                            • Figure 142: Honda – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                            • Figure 143: Honda – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                            • Figure 144: Honda – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                            • Figure 145: Nissan – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                            • Figure 146: Nissan – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                            • Figure 147: Nissan – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                            • Figure 148: Hyundai – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                            • Figure 149: Hyundai – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                            • Figure 150: Hyundai – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                        • Appendix – Trade Associations

                                                                                                                          Companies Covered

                                                                                                                          • Chrysler LLC
                                                                                                                          • Fiat Auto
                                                                                                                          • Ford Motor Company
                                                                                                                          • General Motors Corporation
                                                                                                                          • Hyundai Motor America
                                                                                                                          • Mercedes-Benz USA
                                                                                                                          • National Automobile Dealers Association (NADA)
                                                                                                                          • Nissan Motor Co., Ltd.
                                                                                                                          • Toyota Motor Corporation USA

                                                                                                                          New Cars - US - September 2014

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