Want Beats Need for Over 1/3 of New Car Buyers

According to a recent Vertis study, Customer Focus® 2005, the number one reason for many consumers to buy a new car is simply because they want one. For 36 percent of new car purchasers, their desire for a new automobile will lead them to make a purchase within the next 12 months.

And, direct mail plays an important part in closing the sale. The survey found that 43 percent of adults who plan to purchase a new vehicle responded to direct mail by visiting a dealer in person, while 28 percent visited a sender's Web site and 14 percent called an 800 number.

Janice Mayo, senior vice president, marketing, at Vertis, says "The large number of adults looking to purchase a new car gives marketers an opportunity to communicate with their consumers when it's timely and relevant."

The study finds that:

• Of the direct mail readers who have plans to apply for an auto loan, 64 percent are more likely to open a piece based on the timing of its arrival
• For 60 percent of direct mail readers who plan to apply for an auto loan, having their name on the front of the envelope will influence their decision to open
• 57 percent of direct mail readers who plan to apply for an auto loan are more likely than total adults to open packages that contain a special offer or discount

In addition, the Vertis Automotive study includes findings providing insight into which adults are more likely to purchase a new vehicle, and their motivations:

• 8 percent of the new car purchasers said they are motivated to purchase a new car because of their current auto's mechanical problems
• 11 percent of new car purchasers are planning on buying a new vehicle within the next 12 months because they need one for work
• 4 percent need one because they have a new driver in the family and
• 3 percent can afford a better car
• Only 5 percent of new car purchasers are planning on making a purchase within the next 12 months based on lower prices, lower interest/financing or price incentives

But visiting a dealership is a different story:

• 32 percent of Generation X (1965-1976) adults were motivated to visit a dealership based on price incentives
• Generation X adults are 9 percent more likely than total adults to be motivated by a special financing offer
• Generation Y adults are six percent more likely to be motivated by a special financing offer
• 21 percent of the Younger Baby Boomers (1956-1964) surveyed said a rebate offer motivates them to visit a dealer when shopping for an automobile, compared to 16 percent of total adults
• Generation Y adults are 5 percent more likely than total adults to be motivated by a special trade-in offer