NASHVILLE – As part of its ongoing research initiatives for members, the Country Music Association announced today results from its 2012 CMA Insiders Automotive Buying Habits Study.
Country fans represent a strong buying market with 24 percent planning to purchase a new vehicle in the next 12 months. Auto dealerships are the beneficiary of their buying choices: 91 percent of Country Music fans planning to purchase a new vehicle in the coming year will buy from a dealership rather than individual sellers.
Country fans give first consideration to auto brands they currently own as they move into the new vehicle purchase process and as such, they are brand-loyal buyers. Beyond their current brand, they are also likely to give notable consideration to top industry brands including Chevrolet, Ford, Dodge, and Toyota.
The results of the study also show a growing consideration of compact and mid-size SUV’s as they think about their next vehicle purchase.
When it comes to hybrid or electric models, one in two Country Music fans will consider these environmentally-wise choices. Eco-friendly Country Music fans show strong consideration for Chevrolet and Ford brands – suggesting they present an opportunity for these manufacturers and their hybrid or electric model product lines.
Safety ranks first in terms of the most important buying criteria when evaluating new vehicles. Gas mileage performance and vehicle reliability follow respectively to round out the top three buying criteria for Country Music consumers.
The survey was conducted this Spring with online respondents aged 18+ from the CMA Insider Fan Panel, a group of more than 13,000 Country Music fans recruited from various industry social nets and events.
CMA’s research reports are a benefit of CMA membership. The complete findings of this and previous studies are available on CMA’s members-only website at www.My.CMAworld.com/Research.
For information about becoming a member of CMA, please visit www.CMAworld.com/membership, or contact CMA’s Membership Department at membership@CMAworld.com or (800) 788-3045.