Table of Contents
Executive Summary
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- The market
- New car sales see strong growth
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- Figure 1: UK new car sales, by volume, 2009-19
- Mini and supermini car segment grows to account for largest share of sales
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- Figure 2: New car registrations by broad segment (share), 2009-14
- Ways of accessing personal transport are changing
- Companies, brands and innovation
- Established brands falling out of favour
- Innovations remain an important means of wooing customers
- The consumer
- Two thirds of adults own a car
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- Figure 3: Statements about car ownership, December 2014
- Market is dominated by small and medium-sized cars
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- Figure 4: Car ownership, December 2014
- Commuting is an important primary use for a car
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- Figure 5: Uses to which a car is put, December 2014
- Features to improve driving are important
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- Figure 6: Features sought from a new car, December 2014
- Cars need to match lifestyles
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- Figure 7: Statements about cars, December 2014
- What we think
Issues and Insights
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- Children change what is sought from a car
- The facts
- The implications
- Urbanites think ahead
- The facts
- The implications
- Men and women have different priorities
- The facts
- The implications
Trend Application
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- Retired for hire
- The suite life
- Rebirth of cities
Market Environment
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- Key points
- Car ownership is important with around two thirds of adults owning a car...
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- Figure 8: Ownership of cars, December 2014
- ...although many of those with a car own an older vehicle
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- Figure 9: Age structure of the car parc in years, 2012 and 2013
- Longer vehicle replacement times are likely to be the reason for a growing number of older cars on the road
- Trips taken and distance travelled are in steady decline
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- Figure 10: Trips, distance travelled and time taken, 2003-13
- Cars favoured for commuting
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- Figure 11: Importance of transport types by specific reasons for travelling, 2013
- Used car prices on the fall
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- Figure 12: Price indices of new and used cars, 2003-14
- Fuel prices at four-year low
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- Figure 13: Typical retail prices of petroleum products in the UK, Aug 2011-Oct 2014
- UK economy in recovery
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- Figure 14: GDP, PDI, consumer expenditure and savings, at current prices, 2009-19
- GDP growth is beginning to strengthen
- Consumer expenditure likely to be buoyant
- Financial confidence begins to strengthen
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- Figure 15: GfK Consumer Confidence Index, January 1988 – January 2014
- Shift in population towards the less affluent
- Single households are in the ascendency...
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- Figure 16: Changes in single and multi-person households, 2004-14
- ...while families are getting smaller
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- Figure 17: Number of families with dependent children in the UK, 2004-13
- Figure 18: Projected growth rate of the child population in the UK, 2009-19
- UK population is beginning to age
Competitive Context
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- Key points
- Used car sales outperform new car sales
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- Figure 19: Used car market volume, 2009-15
- Journeys by car dominate public transport
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- Figure 20: Types of transport, average number of trips (England), 2013
- Alternatives to car ownership represent an emerging threat
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- Figure 21: Number of rentals, number of hire days and average spend per rental, 2008-13
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- Figure 22: Car club vehicle and member growth, June 2008-November 2014
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Connected cars
- Rising interest in compact SUVs
- Space efficiency
- Driving growth in the electric car market
- Using camera technology
- Driverless cars
- First touch-screen key fob
Market Size and Forecast
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- Key points
- UK car market continues to expand
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- Figure 23: New and used car registrations, 2009-15
- The future
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- Figure 24: UK new car registrations, 2009-19
- Forecast
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- Figure 25: UK new car sales, volume sales, 2009-19
Segment Performance
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- Key points
- Dual purpose and multipurpose vehicles are in the ascendency
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- Figure 26: New car registrations by broad segment, 2009-14
- Dual and multipurpose vehicles performing strongly
- Executive, luxury and sports also record growing interest from buyers
- Small and medium-sized cars continue to dominate
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- Figure 27: New car registrations by broad segment (share), 2009-14
- Comparison with cars in ownership data reinforces changes taking place within market
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- Figure 28: Cars in ownership and new car registrations by broad segment (share), 2014
- AFVs begin to gain interest from buyers
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- Figure 29: Sales of cars by fuel type, 2009-14
- AFVs grow to account for 1 in 50 sales
- Diesels continue to dominate
- Interest in petrol vehicles stagnates
Market Share
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- Key points
- Buyers moving away from established brands
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- Figure 30: Manufacturer shares of new car registrations, 2010-14
- Established brands are suffering a decline in market share
- German brands are proving popular...
- ...as are smaller traditional brands and new entrants
- Many Japanese brands are falling out of favour
- Ford and Vauxhall take first five places
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- Figure 31: Top 10 car models, 2014
Brand Research
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- Key points
- Brand map
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- Figure 32: Attitudes towards and usage of selected brands, December 2014
- Correspondence analysis
- Brand attitudes
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- Figure 33: Attitudes, by brand, December 2014
- Brand personality
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- Figure 34: Brand personality – macro image, December 2014
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- Figure 35: Brand personality – micro image, December 2014
- Brand experience
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- Figure 36: Brand usage, December 2014
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- Figure 37: Satisfaction with selected brands, December 2014
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- Figure 38: Consideration of selected brands, December 2014
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- Figure 39: Perceptions of selected brand performance, December 2014
- Brand recommendation
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- Figure 40: Recommendation of selected brands, December 2014
Companies and Products
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- Ford
- Background
- Position in the market
- Range on offer
- Recent activity
- Vauxhall
- Background
- Position in the market
- Range on offer
- Recent activity
- Volkswagen Group
- Background
- Position in the market
- Range on offer
- Recent activity
- BMW Group
- Background
- Position in the market
- Range on offer
- Recent activity
- Nissan
- Background
- Position in the market
- Range on offer
- Recent activity
- Mercedes-Benz
- Background
- Position in the market
- Range on offer
- Recent activity
- PSA Peugeot Citroën
- Background
- Position in the market
- Range on offer
- Recent activity
- Toyota
- Background
- Position in the market
- Range on offer
- Recent activity
- Hyundai
- Background
- Position in the market
- Range on offer
- Recent activity
- Jaguar Land Rover
- Background
- Position in the market
- Range on offer
- Recent activity
Brand Communication and Promotion
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- Key points
- Sluggish investment in advertising despite stronger car sales
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- Figure 41: Main media advertising expenditure by car manufacturers, 2010-14
- Family cars dominate expenditure
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- Figure 42: Main media advertising expenditure by car manufacturers, by type of motor car, 2010-14
- Family cars account for over a quarter of expenditure
- Hybrid, electric and alternative cars see considerable increase in promotional support
- Support given by individual manufacturers varies
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- Figure 43: Main media advertising expenditure by car manufacturers, by amount spent, 2010-14
- Television – The media type of choice
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- Figure 44: Main media advertising expenditure by car manufacturers, by media type, 2010-14
The Consumer – Car Ownership
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- Key points
- Around two thirds of adults own a car
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- Figure 45: Car ownership, December 2014
- Cars are more likely to be purchased used and more than 2 years old
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- Figure 46: Statements about those owning a car, December 2014
- Wealthy are more likely to have purchased a car recently
- Young males prefer owning new cars
- Older adults are more likely to own a used car
- Older adults are likely to hold on to their car the longest
- A third of those without a car have access to another in their household
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- Figure 47: Statements about those not owning a car, December 2014
The Consumer – Type of Car Owned
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- Key points
- Medium and small cars are most popular with owners
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- Figure 48: Car ownership, December 2014
- Young adults opt for small cars, while older adults choose larger and specialist vehicles
- Income encourages trading up
- Large households and young families seek out space
- Location has impact on car preference
The Consumer – Use of a Car
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- Key points
- Commuting dominates as the main use for a car
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- Figure 49: Uses to which a car is put, December 2014
- Men and women focus on different uses for a car
- Differences in perceived importance of car use by age are evident
- Rural car owners rank use of cars for commuting and school runs as very important
- Social status plays a major part in car use
The Consumer – Features Important When Buying a Car
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- Key points
- Assistance with driving important to many car owners
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- Figure 50: Features sought from a new car, December 2014
- Men go for tech while women look for driving enhancements
- Older drivers appear more interested in new features
- Urban drivers attracted to EVs and hybrids
- Certain features span all socio-economic groups
- Children bring about new demands
- New and used car owners look for different things
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- Figure 51: Features sought from a new car by age of car, December 2014
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- Figure 52: Features sought from a new car by age of car, December 2014 (continued)
- Lower and upper medium car owners want more
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- Figure 53: Features sought from a new car by type of car, December 2014
The Consumer – Attitudes towards Cars
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- Key points
- Meeting lifestyle needs are important to many car owners
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- Figure 54: Statements about cars, December 2014
- Men seek out new experiences
- Urban drivers are also forward thinking
- Old and young drivers have different priorities from a car
- Income and children have major impact on thinking
- Environmental interest varies sharply by type of vehicle currently owned
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- Figure 54: Statements related to main car by age of car, December 2014
- Owners of specific types of car favour certain statements
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- Figure 55: Statements related to main car by type of car, December 2014
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