Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- U.S. sales increase to 3.5 million units, ending decline
- Rebound driven by rise of smaller, more-fuel-efficient crossover vehicles
- SUV sales fall 70% from 2005-10
- Three out of four respondents not sure about buying
- As gas tops $4/gallon, SUV makers better prepared, yet challenges exist
- Tragic earthquake in Japan disrupts production of SUVs and crossovers
- Domestic crossover sales increase 29.4%, outpacing import sales
- Domestic SUV sales down 3.4%, though still dominate SUV market share
- Among major brands, crossovers sell, SUVs get smaller
- Manufacturers reposition minivans as cool
- Safety most important concern for respondents
- Ford Explorer’s Curve Control demonstrates how to emphasize safety
- Comfort, utility emphasized by more-affluent households
- Middle-aged respondents seek utility
- Social media used to launch SUVs
- Young respondents prefer third-party reviews over company research
Insights and Opportunities
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- Thinking smaller, SUV makers must not forget safety
- Newest technologies can help SUVs compete in $4/gallon environment
Inspire Insights
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- Inspire Trend: Alpha Moms
Market Size and Trends
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- Key points
- U.S. sales pass 3.5 million units in 2010, ending decline
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- Figure 1: U.S. unit sales of SUVs and crossovers, 2005-11
- U.S. sales of all light trucks pass 5.6 million units
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- Figure 2: Total U.S. new light truck unit total sales, 2005-10
Market Drivers
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- SUV sales ride wave of overall recovery in auto market
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- Figure 3: Total U.S. vehicle volume sales, units, 2005-10
- Post-recession, crossover rises as king
- SUV makers may be better prepared this time as gas returns to nearly $4/gallon
- Despite automaker preparedness, challenges still exist
- Consumers are holding onto SUVs longer, creating future demand
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- Figure 4: Median age of light trucks in operation in the U.S., 1993-2008
- Tragic earthquake in Japan disrupts production of SUVs and crossovers
Segment Overview—SUVs
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- Key points
- SUV sales flat in 2011 as crossovers drive demand
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- Figure 5: U.S. unit sales of SUVs, by segment, 2010 and 2011
- SUV sales fall 70% from 2005-10
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- Figure 6: U.S. unit sales of SUVs, segmented by type, 2005-11
- Line between traditional SUVs and crossovers begins to blur
Segment Overview—Crossovers
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- Key points
- Crossover vehicles lead 2010 sales recovery
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- Figure 7: U.S. unit sales of crossovers, by segment, 2010 and 2011
- Figure 8: U.S. unit sales of crossovers, segmented by type, 2005-11
SUV Segment Sales—Domestics vs. Imports
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- Key points
- Domestic SUV sales decline, though still dominate market share
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- Figure 9: U.S. unit sales of SUVs, by domestic/import, 2010 and 2011
- Since 2005, both imports and domestics fall more than 60%
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- Figure 10: U.S. unit sales of SUVs, segmented by domestic/import, 2005-11
Crossover Segment Sales—Domestics vs. Imports
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- Key points
- Domestic crossovers increase market share due to perception, new models
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- Figure 11: U.S. unit sales of crossovers, by domestic/import, 2010 and 2011
- Domestic crossover sales have grown 38.6% since 2005
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- Figure 12: U.S. unit sales of crossovers, segmented by domestic/import, 2005-11
Segment Sales and Brand Performance—Domestics
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- Key points
- General Motors Company
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- Figure 13: General Motors Company total U.S. SUV/crossover unit sales, 2005-11
- Ford Motor Co.
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- Figure 14: Ford Motor Company total U.S. SUV/crossover unit sales, 2005-11
- Chrysler Group
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- Figure 15: Chrysler Group total U.S. SUV/crossover unit sales, 2005-11
Segment Sales and Brand Performance—Imports
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- Key points
- Toyota
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- Figure 16: Toyota Motor Corporation total U.S. SUV/crossover unit sales, 2005-11
- American Honda
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- Figure 17: American Honda total U.S. SUV/crossover unit sales, 2005-11
- Nissan North America
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- Figure 18: Nissan North America total U.S. SUV/crossover unit sales, 2005-11
- Hyundai-Kia Automotive
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- Figure 19: Hyundai-Kia Automotive total U.S. SUV/crossover unit sales, 2005-11
- Jaguar Land Rover North America
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- Figure 20: Jaguar Land Rover total U.S. SUV/crossover unit sales, 2005-11
- Other imports
- Volkswagen
- Suzuki
- Mitsubishi
- Mazda
- BMW Group
Innovations and Innovators
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- Toyota partners with Tesla Motors to produce electric RAV4
- Ford, GM boost fuel-efficiency, public relations with recycled materials
- Ford Explorer’s Curve Control helps prove the car is smarter than the driver
Marketing Strategies
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- Brand focus
- Seeking broader male audience, automakers push the “man van”
- Toyota leads marketing push with viral “Swagger Wagon” spot
- Chrysler Group promotes more-powerful Dodge Grand Caravan as “man van”
- Honda Odyssey marketed with heavy metal band Judas Priest
- Ford C-Max utilizes smaller, European design for its “people mover”
- Strategic marketing initiatives
- Launching an SUV over social networks
- OnStar mobile app helps GM SUVs stand out
- Tap emotional connection to family and safety
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- Figure 21: Subaru—a mother and her boys, TV ad, 2011
- Do-it-yourself video look evokes social media
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- Figure 22: Jeep—ride through the dessert, TV ad, 2011
- Using patriotism to calm consumer nerves post-recession
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- Figure 23: BMW—A German car built in America, TV ad, 2011
SUV/Crossover—Current Household Ownership
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- Key points
- SUVs most likely to be owned despite recent rise in crossover
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- Figure 24: SUV/crossover ownership, January 2011
- Middle-aged respondents with children need SUVs for space and safety
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- Figure 25: SUV/crossover ownership by age, January 2011
- With more household income, more ability to afford SUVs/crossovers
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- Figure 26: SUV/crossover ownership by household income, January 2011
Plans to Purchase an SUV/Crossover
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- Key points
- Three out of four respondents not sure about buying
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- Figure 27: Plans to purchase SUV/crossover, January 2011
Attitudes Toward SUVs/Crossovers
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- Key points
- Security most important quality for SUV owners
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- Figure 28: Attitudes toward SUVs/crossovers by gender, January 2011
- Ashamed of their SUVs, young respondents represent SUV EV market
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- Figure 29: Attitudes toward SUVs/crossovers by age, January 2011
- Household income drives SUV size
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- Figure 30: Attitudes toward SUVs/crossovers by household income, January 2011
Reasons to Buy SUVs/Crossovers
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- Key points
- Once again, safety touted as top motivator for SUV/crossover purchase
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- Figure 31: Reasons for buying SUVs/crossovers by gender, January 2011
- For middle-aged respondents, SUVs fill multiple needs
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- Figure 32: Reasons to buy SUV/crossover, by age, January 2011
- Comfort, utility emphasized by more-affluent households
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- Figure 33: Reasons for buying SUVs/crossovers, by household income, January 2011
Reasons for Planning to Purchase SUVs/Crossovers
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- Key points
- Potential SUV buyers weigh safety, comfort, and utility
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- Figure 34: Reasons for planning to buy SUV /crossover, by gender, January 2011
- Utility becomes more important for respondents aged 35-44
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- Figure 35: Reasons for planning to buy SUV /crossover, by age, January 2011
- Driving utility resonates with the less affluent
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- Figure 36: Reasons for planning to buy SUV/crossover, by household income, January 2011
Ways to Research SUVs/Crossovers
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- Key points
- Test drive is the most popular research method
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- Figure 37: Ways to research SUVs/crossovers, by gender, January 2011
- Young respondents prefer third-party reviews over company research
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- Figure 38: Ways to research SUVs/crossovers, by age, January 2011
- Less-affluent respondents choose on feel over research
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- Figure 39: Ways to research SUVs/crossovers, by household income, January 2011
Impact of Race and Hispanic Origin
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- Key points
- Hispanics surveyed more likely to own crossovers
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- Figure 40: SUV/crossover ownership, by race/Hispanic origin, January 2011
- Surprisingly, Hispanics driving off-road
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- Figure 41: Attitudes toward SUVs/crossovers, by race/Hispanic origin, January 2011
- Black and Hispanic respondents emphasize ability to carry passengers
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- Figure 42: Reasons to buy SUV/crossover, by race/Hispanic origin, January 2011
- Even more than most, black respondents stress safety
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- Figure 43: Reasons to purchase SUV/crossover, by race/Hispanic origin, January 2011
- Hispanic respondents more likely planning to buy
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- Figure 44: Plans to purchase SUV/crossover, by race/Hispanic origin, January 2011
- Hispanics surveyed rely on family, local dealerships
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- Figure 45: Ways to research SUVs/crossovers, by race/Hispanic origin, January 2011
Cluster Analysis
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- Triers
- Demographics
- Characteristics
- Opportunity
- Leavers
- Demographics
- Characteristics
- Opportunity
- Utilizers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 46: SUV and crossover clusters, January 2011
- Figure 47: Attitudes toward SUVs/crossovers, by SUV and crossover clusters, January 2011
- Figure 48: Ways to research SUVs/crossovers, by SUV and crossover clusters, January 2011
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- Figure 49: Perception of SUVs/crossovers, by SUV and crossover clusters, January 2011
- Cluster demographics
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- Figure 50: SUV and crossover clusters, by gender, January 2011
- Figure 51: SUV and crossover clusters, by age group, January 2011
- Figure 52: SUV and crossover clusters, by household income, January 2011
- Figure 53: SUV and crossover clusters, by race, January 2011
- Figure 54: SUV and crossover clusters, by Hispanic origin, January 2011
- Cluster methodology
Appendix: Trade Associations
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