“Hey, Detroit – want to sell some new cars?”
Jacobs Media’s new survey reveals that there is a willingness among consumers to buy or lease an American car or truck, if…
...automakers market the most attractive features.
With both General Motors and Chrysler on the verge of bankruptcy, a recent research study conducted among more than 21,000 rock radio listeners from around the U.S. reveals that many consumers who are in the market to purchase a new vehicle this year will strongly consider an American car or truck.
Overall, 12% of the total sample indicate they will purchase (or lease) a new vehicle in 2009. The good news? While nearly half (46%) say they always buy a domestic product, one-fifth (18%) say they are strongly considering an American car or truck, even though they typically opt for a foreign brand.
How can GM, Ford, and Chrysler ensure these buyers will purchase one of their vehicles? By marketing the most desirable features and options.
The study asked prospective vehicle purchasers to rate the most desired features and options relating to entertainment, music, and information. Beyond the ubiquitous AM/FM radio and a CD player, the most desirable feature is the ability to connect an iPod to the vehicle. Mentioned by nearly half as a very important feature, connecting an mp3 player stands heads above other options, including satellite radio, GPS, a DVD player, and HD Radio.
“The automakers are struggling to generate sales in a challenging economic environment,” notes Jacobs Media President Fred Jacobs, “but outside of KIA’s new commercials for their Soul, iPod connectors are not in the sales proposition. It’s a missed opportunity. Satellite radio and GPS won’t move the needle – but iPods will.”
About The Jacobs Media Tech Survey V
Jacobs Media’s Technology Web Poll V is the largest such study of its kind, fielded in mid-February/early March 2009, among more than 21,000 respondents across 64 different Rock-formatted stations. It is the fifth annual poll in the series, conducted among Rock radio listeners who are predominantly members of station email clubs. Participating stations represent Mainstream/Active Rock, Classic Rock, and Alternative outlets in markets around the U.S.
This is a web poll, and cannot replicate all radio listeners or even all Rock radio listeners. As with all Internet-based research projects of this kind, the results reflect only those who chose to participate in the survey, and do not necessarily represent the views of all Rock radio listeners in the country. Still, the 64 radio stations that invited their listeners to take the survey are a broad cross-section of Rock stations, from large and small markets, as well as those that play the newest Rock music and those that play only Classic Rock.
Jacobs Media is a Detroit-based media research and consulting firm, specializing in radio, television, and new media.
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