“Ideal” Car Type Definitions

Purple-Car-v3
Basic and Functional
Functionality is a key concept for this segment, which prefers vehicles that combine a car’s comforts with a truck’s capabilities. Unconcerned by brand or country of origin, rebates and incentives have little or no influence on their vehicle purchase decisions; nor are they likely to purchase expensive or luxurious cars.

Blue Car v3
Transportation Only
Efficiency is the defining characteristic of this segment, which wants the cheapest and lowest-maintenance vehicles that can be found. They think of cars as basic transportation, and are not interested in automotive design or environmental friendliness; more important is the maker of the car and the country where it was produced.

Yellow-Car-v3
Luxury and Style
Automotive value for these consumers means good looks and a carload of luxury features. They show little interest in who makes a car, where it is made or how its operation will affect the environment; their primary consideration is exterior styling.

Dark-Green-Car-v3
Green and Suitable
These consumers prefer to buy vehicles that both reflect their commitment to the environment and accommodate their busy lifestyles. They are highly unlikely to want a car simply because it is expensive or luxurious.

Light-Green-Car-v3
Green and Trendy
Members of this large segment want it all—luxury and performance, utility and ecological sensitivity—but with rebates and other options.

Car Type Definitions provided by GfK Mediamark Research & Intelligence, LLC

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