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Old 10-31-2001, 15:34   #1 (permalink)
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Buyer profiles

Lifted in part from a newspaper article:





Holden's big-selling Commodore and Astra range attract a broad spectrum of buyers.

"The buyer profile is fairly broad with Astra," Holden's Michael King said.

"But we know they are outgoing, well educated and style focused and there is a 50/50 male/female split. "

Commodore traditionally appeals to 20-something males to retirees.

There is evidence to suggest that Holden's 30-year involvement in motor racing has had a huge impact on its market base. Holden's chart-topping Commodore generally attracts younger buyers than most large sedans.

In a stunning statistic, up to 50 per cent of Commodore buyers are under 40 compared with Falcon buyers, 25 per cent of whom are under 40. "Everyone knows Holden is a sporty brand and we are reaping the benefit now of 30 years involvement in motor racing," Holden spokesman John Elsworth said.







HOLDEN

Astra

Who are they? 50/50 male/female.

Age group: 25-39.

Commodore

Who are they? 60/40 male/female.

Age group: 20-65. (50 per cent under 40).

-----

FORD

Laser

Who are they? 62 per cent female.

Of the female buyers 60 per cent are married with children.

Age group: average age 44. 30 per cent are under 35 with 33 per cent 35-54 years.

Falcon

Who are they? Predictably 75 per cent are male.

Age group: Average age of male/female mix is 50.5 years. 10 per cent are under 35 while 35 per cent are aged 35-54.

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Old 10-31-2001, 16:01   #2 (permalink)
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Re: Buyer profiles

Bah more Ha-ha-ha-Holden propaganda bullsh!t. Just because a certain proportion of buyers are within a certain age doesn't make it a better car. Look at the Excel - I bet the majority of buyers of it were under 30..

Ha-ha-ha-Holden are masters at converting anything and everything subjective into an objective assessment of their own vehicles. Downright arrogant (not to mention ignorant) if you ask me!

Bloody hell - I wonder what the average age of a Ferrari buyer is? Sh!te, Batman!! Since only old farts buy them, they MUST be inferior!! After all, according to Holden, demographics and sales figures make a good car, not engineering or technology!
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Old 10-31-2001, 16:26   #3 (permalink)
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Re: Buyer profiles

Quote:
Originally posted by Aussie Falcon
Lifted in part from a newspaper article:




Commodore

Who are they? 60/40 male/female.

Age group: 20-65. (50 per cent under 40).
Falcon

Who are they? Predictably 75 per cent are male.

Age group: Average age of male/female mix is 50.5 years. 10 per cent are under 35 while 35 per cent are aged 35-54.

Hmmm......isn't it surprising how cosmetics can make such a difference?!
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Old 10-31-2001, 18:06   #4 (permalink)
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Even still.. facts are facts. I bet Ford would kill for the demographic that Holden has right now..
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Old 10-31-2001, 21:58   #5 (permalink)
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Re: Buyer profiles

Quote:
Originally posted by Aussie Falcon
Lifted in part from a newspaper article:




There is evidence to suggest that Holden's 30-year involvement in motor racing has had a huge impact on its market base. Holden's chart-topping Commodore generally attracts younger buyers than most large sedans.


If only Ford Aust. had:

a/ Mr Polites about 10 years ago and

b/ had listened to us, the buyers 10 years ago. :fmad:


But saying that I'm confident that our day will come. :s5
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Old 11-01-2001, 02:16   #6 (permalink)
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Re: Re: Buyer profiles

Quote:
Originally posted by Grunter


If only Ford Aust. had:

a/ Mr Polites about 10 years ago and

b/ had listened to us, the buyers 10 years ago. :fmad:


But saying that I'm confident that our day will come. :s5
I think you have a very good point there Grunter. But I reckon they needed Geoff Polites (and David Flint) about twenty years ago to stop the rot that set in when the beancounters seized control. Oh for the days when Bill Bourke ran Ford Australia!!!!!!! But we're getting close!
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Old 11-01-2001, 04:08   #7 (permalink)
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we have the older wiser men buying out products. they buy the Falcon for the reason that its a better engineered and safer car. They choose the car for themesleves while the younger ones buy holden becasue they "look better, go harder and win more races". Thats all going to change soon as the older gneration are Ford Customers forever and the younger are subject to change to whats wiinning and has more street cred.
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Old 11-01-2001, 05:29   #8 (permalink)
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Re: Re: Buyer profiles

Quote:
Originally posted by Grunter


If only Ford Aust. had:

a/ Mr Polites about 10 years ago and

b/ had listened to us, the buyers 10 years ago. :fmad:


But saying that I'm confident that our day will come. :s5
As most here will agree, we are on the right track. We just have to be positive. The results are already showing. (T3, 220kw XR8 etc). But it's only the beginning.
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