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setting out to buy a car

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  • 1.
    • Online survey conducted on kbb.com
    • Performed among 406 consumers considering
    • the purchase or lease of a new vehicle
    • Study focused on consideration, attribute
    • ratings of leading manufacturers
    Kelley Blue Book Marketing Research (Study Conducted Specifically for Feb/March 2006 Automotive Media Association Presentations)
  • 2. Will Toyota Overtake GM as the Leading OEM?
  • 3. Toyota’s strength spans across age groups; GM lags among younger shoppers 17% 17% 28% 30% 44% 50% 61% 55+ 10% 19% 25% 39% 37% 49% 58% 35-54 18% 19% 28% 38% 30% 59% 62% 18-34 35% Ford 38% GM 52% Honda 60% Toyota 14% 18% 27% Total Hyundai VW DCX
  • 4. Perception Leaders Innovative: Toyota, Honda
  • 5. Perception Leaders Economical: Honda, Toyota, Hyundai
  • 6. Perception Leaders Environmentally Friendly: Honda, Toyota
  • 7. Perception Leaders Leaders in Automotive Industry: Toyota, Honda
  • 8. Perception Leaders High Quality: Toyota, Honda
  • 9. Perception Leaders Good Value for the Money: Honda, Toyota, Hyundai
  • 10. Perception Leaders Fuel Efficient: Honda, Toyota
  • 11. Perception Leaders Safety Oriented: Honda, Toyota
  • 12. Perception Leaders Family Oriented: Toyota, Ford, GM, Honda
  • 13. Perception Leaders Stylish: Daimler-Chrysler