Yakima auto

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Yakima auto

  1. 1. 1,0001,6002,9002,9003,6003,6004,7000 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000Van or mini-vanFull-size carCompact carMidsize carLuxury vehicle (any size)Sport utility vehiclePickup truckConsumers in 16,500 Yakima county households planto buy or lease a new vehicle in the next year.Here’s what they’re looking to purchase:vehicle plans to by or lease next 12 mo.During a typicalweek, the YakimaHerald Republicreaches79% ofthose planning tobuy new vehicles.print & onlineNEW vehiclesBase: 16,500 Yakima County adults planning to buy a new vehicleSource: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)Typical week = unduplicated YHR print and online weekly audience reach.Respondents may choose more than one category.
  2. 2. Value and selection are the top reasons newvehicle consumers choose auto dealers.Primary reason used dealer to buy or lease last new car:1,6001,3002,0002,1002,5003,6004,0004,3007,2000 1,000 2,000 3,000 4,000 5,000 6,000 7,000 8,000Other reasonFinancing through dealerWarrantyLocationServicePrice - valueReputation of dealerSelection of makes/modelsPrice - valueNEW vehiclesDuring a typicalweek, the YakimaHerald Republicreaches79% of thoseplanning to buy newvehicles.print & onlineTypical week = unduplicated YHR print and online weekly audience reach.Respondents may choose more than one category.Base: 16,500 Yakima County adults planning to buy a new vehicleSource: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
  3. 3. 2,1003,6004,0005,1005,6005,90011,6000 2,000 4,000 6,000 8,000 10,00012,00014,000Luxury vehicle (any size)Full-size carVan or mini-vanSport utility vehicleCompact carMidsize carPickup truckConsumers in 32,400 Yakima county households planto buy a pre-driven vehicle in the next year.Here’s what they’re looking to purchase:vehicle plans to by or lease next 12 mo.During a typicalweek, the YakimaHerald Republicreaches86% of thoseplanning to buy usedvehicles.print & onlineUSED vehiclesBase: 32,400 Yakima County adults planning to buy a used vehicleSource: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)Typical week = unduplicated YHR print and online weekly audience reach.Respondents may choose more than one category.
  4. 4. 7001,9003,0003,0003,3005,3005,30010,9000 2,000 4,000 6,000 8,000 10,000 12,000WarrantyLocationFinancing through dealerServiceOther reasonReputation of dealerSelection of makes/modelsPrice - valueValue and selection are the top reasons used autoshoppers choose auto dealers.Primary reason used dealer to buy or lease last new car:Used vehiclesDuring a typicalweek, the YakimaHerald Republicreaches86% of thoseplanning to buy newvehicles.print & onlineTypical week = unduplicated YHR print and online weekly audience reach.Respondents may choose more than one category.Base: 32,400 Yakima County adults planning to buy a used vehicleSource: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
  5. 5. USED vehiclesAmong consumers planning to buy a used vehicle3,600 now own at least one model year 2003 or older.Model year of any vehicle owned by those planning to buy a used vehicle2,1006,2003,1003,6000 2,000 4,000 6,000 8,0002008-092006-072004-052003 or earlierBase: 32,400 Yakima County adults planning to buy a used vehicleSource: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
  6. 6. Used auto buyers are more likely to make apurchase close to home, while new auto buyers arewilling to drive a few more miles.Miles traveled for last new vehicle purchase, last used vehicle purchase18%20%6%26%38%12% 12%27%0%5%10%15%20%25%30%35%40%45%Less than 10 miles 10 - 19 miles 20 - 29 miles 30 miles or moreNew UsedNEW & USED VehiclesBase: 16,500 adults planning to buy new; 32,400 adults planning to buy usedSource: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)
  7. 7. Plan to buy or lease next 12 months(household)YakimaHeraldRepublicYakimaHeraldOnlineTop 5 AM DriveRadio StationsTop 5 PrimeTime TVStationsNew / Leased Vehicle 79% 22% 18% 61%Any Used Vehicle 83% 39% 40% 41%Plan to buy or lease newCompact 71% 23% 10% 32%Full-Size Car 95% 18% 18% 68%Luxury Vehicle (any size) 69% 29% less that 1% 83%Mid-Size Car 91% 29% 48% 61%Pickup Truck 90% 17% 29% 50%Sport Utility Vehicle 74% 58% 20% 85%Van or Mini-Van 24% less that 1% less that 1% 32%Last Vehicle:Bought New 79% 25% 27% 61%Leased 74% 54% 4% 18%Bought Used 70% 28% 33% 41%Yakima Herald Republic: weekly print cume reach; Yakima Herald Online: avg. monthly reach;Radio: weekly cume reach of top 5 stations AM drive time 6-10 am;TV: weekly cume reach of top 5 stations prime time 8-11 pm.The Yakima Herald Republic reaches moreconsumers planning to purchase vehicles.Source: Yakima County, 2012 & 2011 R2 Scarborough Reports Yakima/Pasco/Richland/Kennewick (Fall 2010 - Fall 2012)NEW & USED Vehicles
  8. 8. Local vehicle shoppers have several onlinedestinations where they can browse and research.Dealers/websites might shop to buy/lease new/usdvhcl (HHLD)1,2002,0002,2002,6003,1003,4004,3005,5005,7006,5006,7007,0007,4007,8007,80010,10014,4000 5,000 10,000 15,000Other Bud Clary dealershipCars.comMike Olson Chrysler/Jeep/DodgeToyota of Tri-CitiesTom Denchels Ford CountryMid Valley Chrysler/Jeep/DodgeLee Peterson Buick/Cadillac/GMCCarey MotorsYakimaHerald.com/cars or YakimaWheels.comSteve Hahn Auto GroupMcCurley Integrity Chevrolet/CadillacValley Ford/Nissan/KiaBob Halls Auto GroupBud Clary AutomotiveBud Clary Toyota of YakimaAutotrader.comC. Speck MotorsSource: Yakima County, 2012 Scarborough Report Yakima/Pasco/Richland/Kennewick R2 Current (Fall 2012)Online Auto Search Destinations

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