a pocket-size guide to
The Real Hyundai Owner
?
What we know We know Hyundai owners are thoughtful, pragmatic, and practical. We know they’re thorough and do exhaustive amounts of research because they value facts and data. We also know that they are truly independent thinkers who worry more about making themselves happy than others.
But let’s back away from romanticized descriptions and get down to the nitty gritty. Let’s peel away the thoughtfulness and get a glimpse of who the real Hyundai owner is.
The owner gap We know there is a distinct difference between Hyundai owners who bought their car several years ago and recent owners who purchased their vehicle in the past few years. To make sure we tapped into the unique qualities of this new wave of Hyundai owners we defined our owner set as those who own a 2004, 2005, 2006, or 2007 Hyundai. The source of all this data? Simmons 2008 Winter, Adults full year
The unspoken truth They don’t have as much money.
165,400
Median Household Income 124,450
129,200
105,000 96,300
97,450
Nissan
Toyota
88,500
Hyundai
Honda
BMW
Mercedes
Lexus
It’s not like money is no object and Hyundai owners just prefer to make the “smartest buy.” The truth is a great number of Hyundai owners just can’t afford a Lexus or BMW.
But, they closely manage the money they have. Careful Money Manager Scale 128
123
61
102
far above average
82 far below average
* 100 is the index number for an average person. Over 100 indicates Hyundai owners are more likely than the average person to fall on this spot on the scale, and under 100 means they are less likely than the average person to fall on this spot.
However, they still feel financially insecure. Hyundai owners don’t have much confidence in their own finances. The question is: does this insecurity stem from not having enough money? Or does it come from a constant paranoia about getting stuck in a risky financial situation?
Only 24% of Hyundai owners feel ďŹ nancially secure.
47 42
43
61
46
39
24 24 Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Only 39% of Hyundai owners agree they are very good at managing their money 57
59
57
59
53 50
39 39 Hyundai Honda
Nissan
Toyota
BMW Mercedes Lexus
Worry Warts Hyundai owners are content in their lives and are not strivers; however, that doesn’t mean they are free of worry. Since they are analytical planners, they worry about the future more than other car owners; they are more realistic than optimistic. Only 40% of Hyundai owners like to enjoy life and not worry about the future. 54 53 53 52 51 46 40
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Only 44% of Hyundai owners agree they are an optimist. 74
54
55
57
57
59
44
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
The Hyundai Owner’s Anti-Motto Live every day like it’s your last.
Not Party Animals 69% of Hyundai owners prefer to spend a quiet evening at home.
69 66
66 64
66 64 59
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Where can you find a Hyundai owner on a Friday night? Well, you’re more likely to find them cozied up for a quiet evening at home than other car owners. After all, an evening at home is much more practical than a night out on the town.
Dinner with a Hyundai Owner
Toss it in the microwave 56% agree that easy to prepare foods are their favorite
56 56
55 51
52
53 50 48
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
25% of Hyundai owners often eat frozen dinners.
Perhaps Hyundai owners value the “reliability and predictability” of a microwave dinner. It’s something they can always count on for a consistent taste and size.
25 25 19
19 17
Hyundai
Honda
Nissan
Toyota
*BMW, Mercedes and Lexus had highly unstable data.
Then throw it on the table Only 14% say they rarely sit down to a meal together at home. 22
22
20 19 18
14 14 12
Hyundai
Honda
Nissan
Toyota
BMW
Mercedes
Lexus
Hyundai owners are frozen dinner fans, but they have to make sure they get the family size. They may not like to cook up a fancy meal, but that doesn’t stop them from sitting down with their family for a meal together.
what nutritional facts?
68 68
68% agree they eat foods they like regardless of calories
67 59
59
55 49
Hyundai Honda Nissan Toyota
49
BMW Mercedes Lexus
You won’t find Hyundai owners in the grocery store reading the back of boxes. They aren’t as worried about nutritional information as other car owners. In weighing their options this time, I guess they prefer the yummy food over a slimmer waste.
They don’t keep up with the latest trends Hyundai owners haven’t jumped on the organic bandwagon yet... Only 18% shop for organic/natural food
33 29
35
29
27
24 18 18
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Only 10% agree the internet is he new way the socialize and meet others.
19 16
Nor, have they been sucked into the Facebook/ Myspace craze
15 12
10
Hyundai
Honda
Nissan
Toyota
BMW
And they’re not cutting edge Only 19% of Hyundai owners like to experiment with new styles.
32 26
27
27
26 24
19
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Early Adopter Scale
Only 39% agree that they try to keep up on developments in technology.
54 49
49
49
They aren’t fashion forward. So, no media placements in Vogue or GQ.
54 49
far above average
86
39
91
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
98
And we definitely aren’t talking to technology buffs. No iphone here. 96 far below average
125
But, they do keep up with the latest deals 60% agree they shop for specials and bargains.
60 60
58
59
58
56
Hyundai Honda Nissan Toyota
55
54
BMW Mercedes Lexus
Only 31% say they don’t buy unknown brands to save money.
59 49 37
36
46
38
31
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Why not buy the generic brand if it taste exactly the same? And it saves you a little bit of money you can spend on something else.
That doesn’t always mean heading to the sales rack Only 31% head right to the clearance rack when they enter a store.
40
38
37
35
31
28 20
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Hyundai owners like to shop around in order to find a good deal. They know good deals aren’t only on the sales rack. By shopping smart, you can find good deals everywhere.
They’re loyal to what they love Brand Loyalty Scale
117 far above average
127
94
101
71 far below average
Hyundai owners are very brand loyal. When they find something that passes all their tests, they stick with it. Maybe this explains why Hyundai owners are so likely to repurchase another Hyundai.
Quality for all
Only 25% agree that top designers make quality clothes.
43 38 34 25
27
29
Hyundai Honda Nissan Toyota
26
BMW Mercedes Lexus
Like with their automobiles, Hyundai owners are suspicious of the amount of quality that comes from top designers’ products. Their Hyundai has shown them that quality cars can come at affordable prices and don’t require a Lexus or BMW logo.
Who are they pleasing? 65% agree that is it important to look attractive to others.
77 73 70
69
69
67
65
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Hyundai owners aren’t as worried about impressing others in all areas of their lives, not just their car. This is one component that helps them overcome Hyundai’s social stigma. However they are less likely to say they dress to please themselves. So, who exactly are they trying to please?
Only 8% agree they prefer to buy what neighbors approve of
14
13
12
8
Hyundai
Honda
Nissan
73% of Hyundai owners dress to please themselves.
84 81 78
83
84
78
73
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Toyota
Untapped advocates 24 21 18
18 14 12
11
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
People just don’t come to Hyundai owners for advice. So, maybe it’s not that they are less likely to advocate and talk about Hyundai, maybe it’s just that no one asks them about it. How can we make them talk about it without being asked? Only 20% agree that people come to them for advice before buying.
41 34 31
29
27 24
20
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Selling cars to people who don’t enjoy driving Only 61% of Hyundai drivers agree that they like driving
74
74
66 63
66 63
61
Hyundai Honda Nissan Toyota
Only 33% of Hyundai owners agree you can tell about someone by the car they drive
33
35
36
BMW Mercedes Lexus
59
44
45
36
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Hyundai owners are less likely to say that you can tell about someone by the car they drive. So, they don’t feel like driving a Hyundai makes a statement about who they are as a person.
Hyundai owners are less likely than other car owners to say they enjoy driving. How do we create an emotional connection with someone who uses their car purely functionally?
The get-up-and-go 31% of Hyundai drivers agree they would pay extra for an engine with horsepower.
47
31
30 26
27
26
23
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Hyundai owners are willing to spend more of their closely managed cash on more power car. They were probably pleasantly surprised with the “zip� of their Hyundai. Hyundai owners are more likely to refer to the car dealer/brochures for information. They use dealer visits and word of mouth for research more than the internet or Consumer Reports. Hyundai Lane is a perfect example of the influence of dealers and word of mouth on Hyundai purchases. 45.0
Sources used for automobile information
Percent
37.5
30.0
22.5
15.0 Hyundai
Honda
Nissan
Toyota
BMW
Car Dealer/Brochure Word of Mouth
Mercedes
Lexus
Consumer Buying Guides Online
Not internet mavens
Only 42% agree that the internet increased their desire to learn/search
58 53
50
53 49
50
42
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Only 46% say the internet is the first place they look for information.
59 54
53
55
61 53
46
Hyundai Honda Nissan Toyota
BMW Mercedes Lexus
Since the internet isn’t the Hyundai owner’s research focus, perhaps more emphasis should be placed on improving the dealership experiences and spreading word of mouth about Hyundai.
Merideth Peck