Can New Car Buyers Help Predict 2014 November Election?

Strategic Vision’s Vehicle Research Study Reveals Answers

SAN DIEGO--()--Over the past four years Strategic Vision has collected self-identified political party choice on more than 120,000 new vehicle buyers, making some fascinating discoveries. The first major discovery is how new vehicle buyers are increasingly unhappy with both political parties.

                                                       
2014 2013 2012 2011
Democratic 25 % 27 % 28 % 31 %
Republican 32 % 31 % 37 % 37 %
Independent 18 % 19 % 18 % 15 %
None of the above 15 % 14 % 10 % 8 %
 

Essentially, the percentages of Democratic and Republican new car buyers have been decreasing with an increasing number of responses of Independent and None of the Above. This shift of an almost doubling of None of the Above suggests that, with all of our country’s challenges experienced in a 24-hour news cycle, new vehicle buyers are not just blaming all politicians in general.

Increasingly people are becoming fed up with “politics as usual.” History has proven that when people are fed up, they will take more risk than they normally would in looking for the solution. We may hear in the news that Republicans will likely win many elections. While this might turn out to be true, it is not because Republicans have won more of the hearts and minds of the American people. Instead, we believe without clear and believable messages of a solution many US new vehicle buyers (voters) – regardless of where they get their news – will simply vote out of office the party in charge for a change to see what happens next.

As seen in previous years, even though the US population has similar percentages for Republicans and Democrats, there have consistently been more Republican new vehicle buyers than other political parties as a whole. However, this changes when specific product segments are examined. For example, in 2014 a majority of premium convertible buyers are Republicans rather than Democrats (52% vs. 19%). It is also true that for the past few years, across the board, the greater percentages of Multi-Function (e.g., station wagons, 5-door hatch types, etc.) buyers are those who claim to be Democrats.

In addition, those new vehicle buyers who said they were Green, Libertarian, Constitution, Tea Party or Other have clear differences from each other. For example, Tea Party members report having the greatest male (88%) and married (81%) proportions while the Green party is now the youngest (median age 38). Libertarians were once the youngest but remain the most educated (82% college graduate) and most affluent (annual median income $107k) of new car buyers.

The following list is from the study’s most recent results (by proportion), showing the Top 5 most popular models by political party choice:

                             
Democratic Republican Independent None of the above
Fiat 500e BMW 6 Gran Coupe Buick Enclave Silverado 1500
SMART fortwo Cab. Mercedes ML Mercedes E Coupe Nissan Armada
Ford C-MAX Energi Cadillac XTS Lexus RX350 Honda Civic Coupe
Honda Insight Cadillac CTS Hyundai Santa Fe Jaguar F-Type
Toyota Prius Acura RLX Subaru Legacy Sdn Cadillac ATS
 

Aside from these findings, Strategic Vision’s detailed study of new car buyers also offers great information into how people think and will behave. “There are core values behind how all people make decisions and we measure them using the ValueCentered Methodology,” says Alexander Edwards, President of Strategic Vision. “There’s so much that politicians or future politicians can understand if they’ll simply display some courage and step away from traditional political consultants and work with those who know what motivates people by their most important values,” concludes Edwards.

Strategic Vision is a research-based consultancy with over 35 years of experience in understanding the consumers’ and constituents’ decision-making systems for a variety of Fortune 100 clients, including most automotive manufacturers. Its unique expertise is in identifying consumers’ comprehensive motivational hierarchies, including the product attributes, personal benefits, value/emotions and images that drive perceptions and behaviors. The ValueCentered® psychology and research methods were defined by Dr. Darrel Edwards in 1968, and enhanced by co-founders J. Susan Johnson (1972) and Sharon Shedroff (1975).

Contacts

Strategic Vision
Alexander Edwards
Christopher Chaney
858-576-7141

Release Summary

Strategic Vision's vehicle research includes self-identified political party choice on more than 120,000 new vehicle buyers, and reflects the growing discontent with both U.S. political parties.

Contacts

Strategic Vision
Alexander Edwards
Christopher Chaney
858-576-7141