Average Age of Car Buyers by Brand/Average Age of New Car Buyers

[whitejeep1989]

There have been quite a few discussions lately about the average age of new car buyers, and the average age of customers for specific brands. RL Polk & Co compiled a pretty extensive breakdown. See the link, article, and charts below.

http://blog.polk.com/blog/blog-posts...younger-buyers





Buick Goes Against Trend and Attracts Younger Buyers

Wednesday, March 28, 2012 by Tom Libby


An analysis of new vehicle buyers shows that their average age was 51 years old in 2011, three years older than buyers in 2007. In 2011, 40% of all buyers were aged 55 years or older, up from about 30% just four years earlier. And, in keeping with much commentary about today’s youth, in 2011, only 11% of all new vehicle buyers were aged 34 years or younger, down from almost 16% four years earlier. Perhaps today’s young people indeed do have less interest in cars or perhaps they don’t have the money for a new car, or both.

Among the makes on the market today, every OEM is now catering to an older buyer than back in 2007, with the exception of Buick. This OEM has lowered the average age of its buyers from 62 to 59, though the current age is still the second oldest after Lincoln buyers (60 years). Buick has brought in more young buyers by dramatically altering its product portfolio, adding the Regal and placing much greater emphasis on the Enclave (average age: 56 for both) while discontinuing the Lucerne (average age: 70 years). In 2011, the Regal and Enclave accounted for more than half of all Buick retail deliveries. Going forward, Buick will benefit from the recently-launched compact Verano, though the age of the Verano buyer so far (59 years) is higher than the Buick team probably would like. Polk’s Automotive Forecast indicates Buick has additional new products and powertrain enhancements in the pipeline, which should attract younger buyers.

In the luxury space, Land Rover attracts the youngest customer (average age: 47 years) while Lincoln and Cadillac appeal to the oldest. Both these findings also held four years ago, though Lotus tied with Land Rover back then. The typical Lincoln buyer in 2011 was 60 years old, up five years from 2007 and shows the greatest increase in the luxury category. One advantage of having older buyers is that according to consumer research, their make loyalty and retention rates tend to be higher.

Looking at the non-luxury category, Mazda, Mitsubishi and Volkswagen drivers are the youngest at 48 years old and they were also the youngest (along with Suzuki and Nissan buyers) four years ago. Chrysler, Freightliner and Buick buyers have the most grey hairs in the non-luxury segment. If you remove Buick from the equation, the range of average ages of non-luxury buyers is a mere nine years ‒ 48 to 56.

While customer age data can be informative, it can also be deceptive. Much of the change in average age is due to a change in mix, including body type and/or powertrain mix within a model or model mix within a make, among others.

[Mabe]

Freightliner?

[compy222]

makes sense. this just in, the 25-44 generation is getting f'ed by the economy and therefore has no $ to buy cars, particularly the 25-34 bracket. plus the population in america is aging in general too.

[bmann]

Baby Boomers have money. Time to start designing Depends and commodes. Integrate them into the car seats = profit.

[Mosbius Designs]

Freightliner?

Must be for the Sprinter.

[Schickmeister]

Waddup Buick.

[invisiblewar]

I want to see this in a few years. The age of buyers will never get younger, for a while at least. Us youngins' are broke

[GLIGuy18]

Waddup Buick.

Doesn't count. Their customer base is dying quicker than the rest of the industry I'm quite surprised though..go buick!

[KahviVW]

Surprised by Land Rover

[feels_road]

So, by and large, it's the same buyers - just 3-4 years later. Except for Suzuki: young buyers don't know that brand still exists.

Surprised by Land Rover

The Evoque is hip, yo.

More seriously, here Land Rovers seem to be driven by the semi-young (software/IT architect) rich - a bit more similar to the Lamborghini and Aston Martin drivers I see (well, the Land Rovers are predominantly driven by their wives, of course).

[whitejeep1989]

Baby Boomers have money. Time to start designing Depends and commodes. Integrate them into the car seats = profit.

With the aging of the Baby Boomers (who have money), I'd expect luxury/premium car sales to explode. Once they are done with their mortgages and putting kids through college, they will have ridiculous levels of disposable income. I also think Baby Boomers, who helped define the age of personal freedom and self-expression, won't be willing to give up that independence and individuality as they age. I'd expect them to really take to the idea driver assist/self-driving cars and cars with bolder or more personal styling.

[feels_road]

With the aging of the Baby Boomers (who have money), I'd expect luxury/premium car sales to explode. Once they are done with their mortgages and putting kids through college, they will have ridiculous levels of disposable income. I also think Baby Boomers, who helped define the age of personal freedom and self-expression, won't be willing to give up that independence and individuality as they age. I'd expect them to really take to the idea driver assist/self-driving cars and cars with bolder or more personal styling.

I fully agree, except that pressed between supporting aging (grand-) parents and college-aged children, most baby-boomers have spent so much money in the past twenty years or so, that they will not be able to retire, in comfort - let alone splurge. Expect many cars of the 2,000's to be repaired forever, and a deep drop in new 30,000+ car purchases over the next 10-15 years.

[UneedHelp]

I am 33 and just bought a Buick Regal GS. Buick has some nice products, verano and regal are a good package. lots of technology in the cars, plus you can get a great deal on them