Young, and female car owners most likely to assign gender and name their car
A new DMEautomotive consumer study reveals a powerful emotional connection between consumers and their vehicles, and studies the depth of emotional connection between consumers and their cars, which is represented by the degree to which they personify, and ascribe a gender to a vehicle. Fielded among approximately 2,000 consumers in 2013, the study reveals 1 in 5 car owners nickname their vehicles.
1 in 5 of an estimated 50 million consumers name their vehicles. 1 in 4 vehicle nicknames begins with a ‘B’. vehicle srae mostly She-Cars. There are twice as many female cars (32%) on the road as male (16%), and 49% of owners identify their car as male or female. 88% of women view their vehicle as female. 55% men associate their vehicle as female, and 45% as male. 23% women are likely to give their vehicle a name as compared to 18% men. Young owners tend to name their car as compared to older folk.
“While these findings, on the surface, are just plain fun … they also offer an interesting, even counter-intuitive perspective on the relationships car owners, especially women and the young generation, develop with their vehicles,” said Doug Van Sach, DMEautomotive’s Vice President, Strategy and Analytics. “The accepted cliche is that men have a more passionate, personal relationship with their beloved cars, while women view them as utilitarian machines that get you from Point A to B. But this research provides a different insight: women are significantly more likely to christen their vehicles, and also associate a female gender with them, while more men perceive their vehicles as male. And while we’ve seen numerous headlines on the fact that millennials are the least car-passionate generation in history, they’re far more likely to personify and name their vehicles. This indicates an emotional and personal vehicle attachment in these demographics, one that auto marketers might want to explore and leverage.”
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