Deutschland uber alles in the luxury car market
(6 July 2004 – Australia) German car manufacturers need not lose any sleep over executives driving to their offices in Japanese or French cars in the near future – at least not in Australia.
In a recent round of interviews with Australia’s Top 500 corporate CFOs, East & Partners asked CFOs if they intended making a new car purchase over the next 12 months, and if so which brand did they plan buying.
The response showed that Australia’s ‘C’ class executive is still overwhelmingly seduced by the idea of sliding into the polished leather seats of a German built luxury car.
Responses revealed that 65.4 percent of interviewees intended buying a new car within the next 12 months with 41 percent of CFOs buying German. Of this latter group, BMW is the most popular car with 27.4 percent.
Among BMW aficionados, seven percent said they intended purchasing a 3 Series; 11.2 percent would buy a 5 Series; and 9.2 percent of CFOs said they had their eyes on a 7 Series. Next most popular vehicle was Mercedes with 13.6 percent of interviewees’ professing their desire to buy a nice new shiny one.
Trailing the Germans is Japan with Honda on 4.4 percent while Toyota comes a little further down the list with 3.1 percent.
Alternating with the Japanese are perennial Bathurst duellists Ford with 3.5 percent and Holden on 3.1 percent. Yesteryear’s status symbol, the once quintessentially British but now US owned Jaguar, only catches the eye of 2.2 percent of CFOs.
The response showed that Australia’s ‘C’ class executive is still overwhelmingly seduced by the idea of sliding into the polished leather seats of a German built luxury car.
Responses revealed that 65.4 percent of interviewees intended buying a new car within the next 12 months with 41 percent of CFOs buying German. Of this latter group, BMW is the most popular car with 27.4 percent.
Among BMW aficionados, seven percent said they intended purchasing a 3 Series; 11.2 percent would buy a 5 Series; and 9.2 percent of CFOs said they had their eyes on a 7 Series. Next most popular vehicle was Mercedes with 13.6 percent of interviewees’ professing their desire to buy a nice new shiny one.
Trailing the Germans is Japan with Honda on 4.4 percent while Toyota comes a little further down the list with 3.1 percent.
Alternating with the Japanese are perennial Bathurst duellists Ford with 3.5 percent and Holden on 3.1 percent. Yesteryear’s status symbol, the once quintessentially British but now US owned Jaguar, only catches the eye of 2.2 percent of CFOs.
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