Hot rich buyer trends
June 9th, 2009 by Richard Aucock
POSH magazine publisher IPC Inspire has surveyed its readers, to find out more about rich car buyers.
The results show that upmarket buyers are:
• Continuing to buy cars
• Tempted by special offers
• Increasingly using the internet and posh magazines for research
This means, says the publisher of Horse & Hound and Country Life, that car dealers should be focusing on the internet, particularly to display their special offers.
It’s worth it: these buyers will average a £21,500 spend on a car, compared to the national average of £13k.
Indeed, 1 in 5 has an income exceeding £70k – and nearly three quarters own two or more cars!
Gina Lee-Young, head of insight at IPC Inspire, said the research ‘highlights how attractive this upmarket audience is – in terms of car buying, as well as their willingness to embrace the internet to aid their buying decisions.
‘The credit crunch has not put them off buying a new car – in fact, many are looking to take advantage of the host of special offers currently available.’
So how should this alter your thinking? Well, bear in mind that 46 percent of this group owns a 4×4 – compared to the national average of 3 percent. Also note that more than a third will be looking at a new car.
9 in 10 use their cars off road, and more than three quarters will tow with it.
Goes against the national trend somewhat… but, if these people are still buying cars, maybe it will pay to be bold?
By Richard Aucock
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