Your SlideShare is downloading. ×
0
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Luxury Auto Nky
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Luxury Auto Nky

662

Published on

An overview of the Luxury automotive market within Northern Kentucky in the Cincinnati market.

An overview of the Luxury automotive market within Northern Kentucky in the Cincinnati market.

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
662
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. The Luxury Vehicle Market Northern Kentucky January through May 2009
  • 2. Overview Through the latest Polk automotive research, we will look at: <ul><li>How the luxury vehicle* market within Northern Kentucky is coping with current economic challenges. </li></ul><ul><li>Which makes and models within the luxury brand have been the most popular during the first half of 2009. </li></ul><ul><li>Regions of the market which show potential for growth. </li></ul><ul><li>The luxury vehicle consumer’s buying and media habits. </li></ul>*Luxury vehicle makes consist of Audi, BMW, Cadillac, Infiniti, Jaguar, Lexus, Mercedes-Benz. Saab, & Volvo <ul><li>January through May registrations in both 2008 & 2009. </li></ul>
  • 3. Battling a tough economy Luxury vehicle registrations within NKY are down 32% over the same time period in 2008. *Luxury vehicle makes consist of Audi, BMW, Cadillac, Infiniti, Jaguar, Lexus, Mercedes-Benz. Saab, & Volvo All new vehicle registrations within NKY are down 26% , so luxury is experiencing a steeper decline than the average. Source: R.L. Polk automotive research. New registrations within Northern KY Zip Codes. Jan-May 2009 & Jan-May 2008. January-May 2009
  • 4. Who’s selling more, Who’s selling less Mercedes-Benz Audi Saab Lexus Volvo Infiniti Cadillac BMW Up 33% Up 11% No change Down 31% Down 36% Down 38% Down 42% Down 62% 24 32 19 21 13 13 106 73 14 9 32 20 92 53 78 30 0 5 Jaguar 2008 2009 % Difference Make While the NKY market is down overall, a few makes experienced an increase in registrations over 2008. Source: R.L. Polk automotive research. New registrations within Northern KY Zip Codes. Jan-May 2009 & Jan-May 2008. January-May 2009
  • 5. The market may be down, but people are still buying.
  • 6. NKY’s most popular luxury cars 1. Cadillac CTS According to Polk automotive data, the following models were the most popular luxury models during the first 5 months of 2009. 2. Lexus RX 3. Lexus ES 4. BMW 328 5. Audi A4 *Luxury vehicle makes consist of Audi, BMW, Cadillac, Infiniti, Jaguar, Lexus, Mercedes-Benz. Saab, & Volvo Source: R.L. Polk automotive research. New registrations within Northern KY Zip Codes. Jan-May 2009 & Jan-May 2008. January-May 2009
  • 7. NKY’s most popular luxury cars 2008 2009 1. Lexus RX Comparing 2009 to 2008, the Cadillac STS took the top spot among consumers. 2. Cadillac CTS 3. BMW 328 4. Lexus ES 5. Cadillac STS 1. Cadillac CTS 2. Lexus RX 4. BMW 328 3. Lexus ES 5. Audi A4 +1 -1 +1 -1 +1 *Luxury vehicle makes consist of Audi, BMW, Cadillac, Infiniti, Jaguar, Lexus, Mercedes-Benz. Saab, & Volvo Source: R.L. Polk automotive research. New registrations within Northern KY Zip Codes. Jan-May 2009 & Jan-May 2008. January-May 2009
  • 8. Where the luxury buyers are *Luxury vehicle makes consist of Audi, BMW, Cadillac, Infiniti, Jaguar, Lexus, Mercedes-Benz. Saab, & Volvo 1. Kenton 40% 2. Boone 34% 3. Campbell 16% 1 3 2 The three counties of Kenton, Boone, & Campbell accounted for 90% of all new luxury vehicle registrations within Northern KY. January-May 2009
  • 9. The top dealerships 2. Joseph Cadillac 3. Mercedes-Benz of Cincinnati 4. Infiniti of Cincinnati 5. The BMW Store 1. Lexus Rivercenter According to Polk automotive data, the following dealerships were responsible for the highest number of luxury registrations within NKY during the first 5 months of 2009. *Luxury vehicle makes consist of Audi, BMW, Cadillac, Infiniti, Jaguar, Lexus, Mercedes-Benz. Saab, & Volvo Source: R.L. Polk automotive research. New registrations within Northern KY Zip Codes. Jan-May 2009 & Jan-May 2008. January-May 2009
  • 10. The Northern KY car buyer 86% say they plan to research dealerships on the internet before making a purchase decision. Consider Value , Selection , & Dealer Reputation as the top factors when choosing a dealership. Characteristics of Northern KY residents planning to buy a car by year’s end: The majority said they are willing to travel 10 to 19 miles to a dealership to purchase a new car. According to the latest research, 88% of them watch cable TV every week. Source: Scarborough Research. Northern KY Counties within the Cincinnati DMA. Adults planning to purchase a new vehicle within the next year. Sept 07-Aug. 08
  • 11. Purchasing habits Analyzing how Northern KY Luxury car drivers make purchasing decisions. Will buy on credit rather than wait. Spouse has impact on the brands they choose. Purchase based on quality, not price. Buy vehicles that support the environment. People ask them for purchasing advice. A spender rather than a saver. Source: Claritas Inc. Mediamark research. Psychographics 2008.

×