What Your Car Says About You
Do you agree with what Forbes.com says about your taste in cars?
Forbes looked into over a dozen cars from the Monte Carlo to the Rolls-Royce Phantom, asking their manufacturers to tell us a bit about the cars’ buyers. The information in this story comes from buyer demographics and from what carmakers call “psychographics”–or customers’ beliefs and attitudes. Ask a Chevrolet dealer what kind of message a $22,000 Monte Carlo coupe puts out. He’s likely to say that Monte Carlo buyers are “motor sports enthusiasts who want to show off and stand out from the crowd; Monte Carlo is the sport coupe that embodies legendary American performance. You are between 45 and 55. Your income is between $65,000 and $75,000. There is a 40% chance you graduated from college. These motor sports fans are image conscious, responsibly self-indulgent and looking for an acceptable way to rebel.” If your driving a Lexus, LS drivers are usually in their 60s, are family-oriented and value politeness. You enjoy exercising, reading books and taking classes for personal self-development. How about Corvette drivers? General Motors says the car’s drivers are “aggressive and in control” and seek adventure. The Corvette “represents freedom and what is best about America.”
Honda Motor reports that the car’s owners like to vacuum their garages. You can’t say they’re not clean. Your biggest hobbies are watching TV, going to the movies, reading, domestic travel and conversations with friends. Your biggest emotional desires are feeling secure, feeling in control of your life, having fun, having your needs met and having a sense of freedom. Wow! The Honda Odyessy Minivan drivers biggest hobbies are domestic travel, family gatherings, church functions, conversations with friends and reading. Your biggest emotional desires are feeling secure, feeling safe, making smart choices, feeling in control of your life and feeling proud of your achievements. The Bentley buyer wants an understated heirloom that he or she can pass down through the generations; over 80% of all Bentleys ever made are still on the road today. Cadillac Escalade SUV scream you make around $175,000 a year. You speak your mind and are unapologetic. You enjoy life and do a lot of entertaining. Chrysler Town & Country minivan designed for married couples two or more children over the age of six at home and a household income of around $80,000. Dodge Viper Two-door cars are 96% of Viper owners are guys. You are an executive, manager or business owner. Driving is one of your favorite things to do, and you want to stand out in a crowd. A Ferrari F430 states that you are rich, passionate and highly educated. Owning an Italian car means a lot to you, as does commanding technology imported from Ferrari’s world-championship winning race cars.
Jeep Wranglers SUV says you can and do experience adventure with activities such as backpacking, mountain biking and kayaking. You have always wanted a Wrangler. You are outdoorsy and seek excitement, physical challenge and freedom. Mercedes-Benz S Class drivers: 76% of S-Class buyers listed “fine dining” as their favorite recreational activity, but only 49% listed “conversations.” 57% listed domestic travel, 54% listed foreign travel and 44% listed watching sports on TV. Nissan 350Z two-door drivers are younger and have a smaller chance of being married. You have a higher chance of being black or Hispanic, and a higher chance of wanting to own a pet. Porsche 911 two-door drivers are 81% male and most likely a doctor or a lawyer with your own business or practice. You are about 51 years old. Volkswagen Jetta sedan drivers are 98% more likely to have a job in technology, 70% more likely to listen to music in your free time, 40% less likely to be divorced, 37% more likely to use sunblock, 154% more likely to snowboard, 51% more likely to think your car should catch people’s attention, 65% more likely to drive faster than normal and 30% more likely to recycle. Want to see all the listings? Here’s the slideshow.
