Table of Contents
Executive Summary
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- Overview
- The market
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- Figure 1: Total US unit sales and fan chart forecast for family cars, 2009-19
- Market factors
- Married-couple families drive family car market
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- Figure 2: Families, by presence of own children under 18 (numbers in thousands), 1950 to present
- High fuel prices help shift consumer purchasing preferences toward midsize cars and crossovers
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- Figure 3: All grades all formulations retail gasoline prices, dollars per gallon, 2000-14
- Retail segments
- Family cars dominated by midsize cars and crossovers/SUVS
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- Figure 4: Total US unit sales of family cars, by segment, 2013
- Luxury family cars comprise approximately one in 10 of sales
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- Figure 5: Total US unit sales of luxury family cars (hundreds of thousands), 2013
- Key players
- Top eight automakers account for 80% of 2013 family car sales
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- Figure 6: Total US unit sales of family cars, 2013
- The consumer
- Generation X, older Millennials, likeliest to want a family vehicle
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- Figure 7: Vehicle purchase intenders who want a vehicle suitable for family, by generations, May 2014
- Biggest change in the lives of those considering a family car is the recent addition of a child
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- Figure 8: Recent life events among family car intenders, May 2014
- More than four in 10 family car intenders allow their dog in the car
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- Figure 9: Attributes of households shopping for family car, May 2014
- Those considering a family car much more likely to consider a crossover, SUV, or minivan
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- Figure 10: Vehicle purchase intenders by vehicle body style consideration, by vehicle purchase intenders who want a vehicle suitable for family – a car that’s suitable for the family to use (eg family car), May 2014
- One in four family car buyers need car to function as both a business and family vehicle
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- Figure 11: Attitudes and sentiments of family car shoppers, May 2014
- What we think
Issues and Insights
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- How should carmakers cater family vehicles to the bourgeoning Millennial consumer?
- The issues
- The implications
- The issues
- The implications
Trend Applications
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- Trend: Who are the Joneses?
- Trend: Creature Comfort
- Trend: Immaterial World
Market Size and Forecast
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- Key points
- Family cars expected to comprise more than half the new car market by end of 2016
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- Figure 12: Total US unit sales of total family car sales, 2009-19
- Figure 13: Total US unit sales of total family car sales compared to total new car market, 2008-18
- Fan chart forecasts
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- Figure 14: Total US unit sales and fan chart forecast for family cars, 2009-19
Market Drivers
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- Key points
- Married couple families with children 18 years or younger drive family car market
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- Figure 15: Families, by presence of own children under 18 (numbers in thousands), 1950 to present
- Aging US vehicle fleet provides challenges for new family vehicle sales
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- Figure 16: Average age of cars, light-trucks, and total light vehicles, 2002-13
- American drivers continue to drive fewer miles than peak period, weakening consumer demand
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- Figure 17: Vehicle miles traveled per licensed driver, 1970-2040
- Access to credit vitally important to family car sales
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- Figure 18: Prime and subprime risk score categories – share of auto loans, 2009-13
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- Figure 19: Average credit score of new vs used car buyers, 2008-13
- Figure 20: Average new and used vehicle financing loan characteristics, Q4 2013
- Stabilizing housing market to positively impact family car sales
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- Figure 21: Median existing home prices vs. new light-vehicle sales and family car sales, 2000-13
- High fuel prices help shift consumer purchasing preferences away from SUV and minivan family cars toward midsize cars and crossovers
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- Figure 22: All grades all formulations retail gasoline prices, dollars per gallon, 2000-14
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- Figure 23: Gasoline regular grade retail price including taxes US average dollars per gallon, 2014-15 (forecast)
Segment Performance
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- Key points
- Family cars dominated by midsize cars and crossovers/SUVS
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- Figure 24: Total US unit sales of family cars, by segment, 2011 and 2013
- Midsized cars most dominate and competitive segment among family cars
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- Figure 25: Total US unit sales of midsize cars, 2009-13
- Figure 26: Largest midsize car manufacturers, by market share, 2013
- Fast growth in midsized crossovers/SUVs peters out
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- Figure 27: Total US unit sales of midsize crossover/SUVs, 2009-13
- Figure 28: Largest midsize crossover/SUV manufacturers, by market share, 2013
- Full-size crossovers/SUVs dominated by GM
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- Figure 29: Total US unit sales of full-size crossover/SUVs, 2009-13
- Figure 30: Largest full size crossover/SUV manufacturers, by market share, 2013
- GM and Chrysler crowd stagnate full-size car segment
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- Figure 31: Total US unit sales of full-size cars, 2009-13
- Figure 32: Largest full-size car manufacturers, by market share, 2013
- Minivan segment essentially controlled by three companies
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- Figure 33: Total US unit sales of minivans, 2009-13
- Figure 34: Largest minivan manufacturers, by market share, 2013
- Luxury family cars comprise approximately one in 10 of sales
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- Figure 35: Total US unit sales of luxury family cars, 2009-13
Manufacturer Profiles
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- Key points
- 80% of family cars produced by just seven automakers
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- Figure 36: Total US unit sales of family cars, 2013
- Figure 37: Total US unit sales of family cars, 2012-13
- General Motors Company
- Overview
- Sales and market share
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- Figure 38: General Motors unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
- Featured products
- Service and parts
- Toyota Motor Sales USA, Inc.
- Overview
- Sales and market share
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- Figure 39: Toyota unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
- Featured products
- Service and parts
- Chrysler Group, LLC.
- Overview
- Sales and market share
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- Figure 40: Chrysler unit sales and market share in the compact car and crossover segment, by nameplate, 2009-14-YTD
- Featured products
- Service and parts
- Ford Motor Company
- Overview
- Sales and market share
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- Figure 41: Ford unit sales and market share in family car segment, by nameplate, 2009-14-YTD
- Featured products
- Service and parts
- American Honda Motor Co. Inc.
- Overview
- Sales and market share
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- Figure 42: Honda unit sales and market share in family car segment, by nameplate, 2009-2014-YTD
- Featured products
- Service and parts
- Nissan North America Inc.
- Overview
- Sales, service, and market share
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- Figure 43: Nissan unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
- Featured products
- Hyundai Motor America
- Overview
- Sales and market share
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- Figure 44: Hyundai unit sales and market share in the compact car and crossover segment, by nameplate, 2009-2014-YTD
- Featured products
- Service and parts
Innovations and Innovators
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- Toyota’s ‘Easy Speak’ feature allows parents to be heard clearly
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- Figure 45: 2014 Toyota Highlander with Driver Easy Speak
- Ford inflatable rear seatbelt helps reduce risk of injury for children
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- Figure 46: Ford rear inflatable safety belt
- Honda Odyssey in-car vacuum makes cleaning messes easier
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- Figure 47: 2014 Honda Odyssey with HondaVAC™
- New Kia minivan features new telematics system to keep young teen drivers in check
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- Figure 48: 2015 Kia Sedona with UVO eService’s Security Suite
- Volvo’s inflatable car seat concept could make travel easier
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- Figure 49: Volvo Inflatable Child Seat Concept
Marketing Strategies
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- Overview of the brand landscape
- Strategy: Marketing minivans as “unminivans”
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- Figure 50: 2015 Kia Sedona and 2015 Ford Transit Connect Wagon
- Strategy: Exploit man's best friend
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- Figure 51: Subaru’s Meet the Barkleys
- Strategy: Driver testimonials
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- Figure 52: 2014 MDX - Driver Impressions commercial
- Strategy: Emphasize safety
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- Figure 53: Chevrolet Traverse: Keeping Family Safe - #TheNew Family Room
Profile of the Family Vehicle Intender
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- Key points
- Demographics of those looking for a vehicle suitable for the family
- One in five car purchase intenders are interested in a vehicle that’s suitable for family use
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- Figure 54: Vehicle purchase intenders who want a vehicle suitable for family, May 2014
- Those seeking a family car less likely to also consider a luxury vehicle
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- Figure 55: Vehicle purchase intenders who want a vehicle suitable for family, by vehicle purchase intenders who want a vehicle suitable for family, May 2014
- Little difference among race or ethnicity and wanting a family vehicle
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- Figure 56: Vehicle purchase intenders who want a vehicle suitable for family, by race/Hispanic origin, May 2014
- Family cars most likely to be considered among those who are married
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- Figure 57: Vehicle purchase intenders who want a vehicle suitable for family, by marital/relationship status, May 2014
- More than one third of households consisting of four people are considering a family car
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- Figure 58: Vehicle purchase intenders who want a vehicle suitable for family, by household size, May 2014
- Family vehicles more often considered by households with one or more children
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- Figure 59: Vehicle purchase intenders who want a vehicle suitable for family, by presence of children in household, May 2014
- Midwestern and Southern respondents more likely to want a family vehicle
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- Figure 60: Vehicle purchase intenders who want a vehicle suitable for family, by region, May 2014
- Generation X likeliest to want a family vehicle
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- Figure 61: Vehicle purchase intenders who want a vehicle suitable for family, by generations, May 2014
- Among Millennial subset, older Millennials more likely to want family car
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- Figure 62: Vehicle purchase intenders who want a vehicle suitable for family, by generations, May 2014
- Suburban dwellers are the most likely to consider a family vehicle
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- Figure 63: Vehicle purchase intenders who want a vehicle suitable for family, by area, May 2014
- Not all who plan to purchase family car expect it to be used by family
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- Figure 64: Family type vehicles that will be used primarily by the family, May 2014
- Recent life events among family car intenders
- Biggest change in the lives of those considering a family car is the recent addition of a child
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- Figure 65: Recent life events among family car intenders, May 2014
- Female family car intenders more likely to have a new baby on board
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- Figure 66: Recent life events among family car intenders, by gender, May 2014
- Millennial family car intenders more likely to encounter a recent major life change when compared to non-Millennials
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- Figure 67: Recent life events among family car intenders, by generations, May 2014
- Attributes and behaviors of households shopping for family car
- More than four in 10 family car intenders allow their dog in the car
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- Figure 68: Attributes of households shopping for family car, May 2014
- Reasons for wanting a new vehicle, by family car shoppers
- Family car intenders more likely to state needs of family and demands of spouse for wanting a new vehicle
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- Figure 69: Reasons for wanting a new vehicle, by family car intenders, May 2014
- One quarter of Millennial family vehicle intenders say they need a new vehicle because their old one no longer suits their lifestyle
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- Figure 70: Reasons for wanting a new vehicle, by family car intenders, by generations, May 2014
- Who will purchase next family car
- Family car intenders more likely to be jointly/mutually responsible for vehicle purchase
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- Figure 71: Who will purchase next family car, May 2014
- Majority of female family car intenders plan to be jointly responsible for car purchase
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- Figure 72: Who will purchase next family car, by gender, May 2014
- Married households show near equal split between being solely or jointly responsible for purchasing vehicle
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- Figure 73: Who will purchase next family car, by marital status, May 2014
- Approximately when will the next household family car be purchased
- Majority of family vehicle intenders expect to purchase car within the next year
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- Figure 74: Approximately when will the next vehicle be purchased by family car intenders, May 2014
- Women appear to be longer-term planners for next vehicle purchase than men
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- Figure 75: Approximately when will the next vehicle be purchased by family car intenders, by gender, May 2014
- Household respondents earning less than $75K less likely to think they’ll make a purchase in the next year
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- Figure 76: Approximately when will the next vehicle be purchased by family car intenders, by household income, May 2014
- Number of vehicles owned by family car shoppers
- Average household seeking to purchase a family car already owns two cars
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- Figure 77: Number of vehicles owned by family car shoppers, May 2014
- Vehicle types owned by households looking for a family car
- Those considering a family vehicle more likely to already own minivan or midsize crossovers/SUVs
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- Figure 78: Vehicles types owned by households looking for a family car, May 2014
- Suburban family car intenders more likely to own midsized cars or compact crossovers/SUVs
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- Figure 79: Vehicles types owned by households looking for a family car, by area, May 2014
- Price paid for most recently purchased vehicle by family car shoppers
- Family car intenders spent more on their last vehicle purchase
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- Figure 80: Price of recently purchased vehicle, by family car intenders, May 2014
- New, used or CPO vehicle purchased by family car shoppers
- Two thirds of family vehicle intenders say last vehicle purchase was a new car
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- Figure 81: Purchased new, used or certified pre-owned, by family car intender, May 2014
- Women more likely to say last vehicle purchase was a used vehicle
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- Figure 82: Purchased new, used or certified pre-owned, by family car intender, by gender, May 2014
- Millennials less likely to purchase new vehicle
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- Figure 83: Purchased new, used or certified pre-owned, by family car intender, by generations, May 2014
- Family car intenders by new, used, or certified pre-owned considerations
- Majority of family car intenders want a new car
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- Figure 84: Vehicle purchase intenders by new, used, or certified pre-owned considerations, May 2014
- Men far more likely to say they’ll buy new when compared to women
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- Figure 85: Vehicle purchase intenders by new, used, or certified pre-owned considerations, by gender, May 2014
- Vehicle purchase intenders by vehicle body style consideration
- Those considering a family car much more likely to consider a crossover, SUV, or minivan
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- Figure 86: Vehicle purchase intenders by vehicle body style consideration, by vehicle purchase intenders who want a vehicle suitable for family – A car that’s suitable for the family to use (eg family car), May 2014
Most Influential Feature Options and Spatial Attributes Desired From Family Car Intenders
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- Key points
- Passenger and cargo attributes desired from family car
- Large cargo areas most important consideration for family car shoppers
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- Figure 87: Passenger and cargo attributes desired among family car shoppers, May 2014
- Larger households more interested in LATCH anchors and third-row seats
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- Figure 88: Passenger and cargo attributes desired among family car shoppers, by household size, May 2014
- Households with children look for passenger capacity
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- Figure 89: Passenger and cargo attributes desired among family car shoppers, by presence of children in household, May 2014
- Family car intenders who allow their dogs in the car more interested in roof rack
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- Figure 90: Passenger and cargo attributes desired among family car shoppers, by allow my dog in the car, May 2014
- Family car intenders considering a minivan are more interested in integrated child safety seats
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- Figure 91: Passenger and cargo attributes desired among family car shoppers, by vehicle purchase intenders by vehicle body style consideration, May 2014
- Most influential features and incentives when considering family car
- Family car purchase intenders more interested in incentives and warranties
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- Figure 92: Incentives and complimentary services important to family car shoppers, May 2014
- Family car intenders more interested in upholstery, cruise control, and remote start
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- Figure 93: Styling and comfort features important to family car shoppers, May 2014
- One third of family car intenders interested in rear-seat entertainment systems
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- Figure 94: Tech and audio features important to family car shoppers, May 2014
- Half of family car buyers are interested in front and reverse back-up sensors
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- Figure 95: Safety features important to family car shoppers, May 2014
Family Car Accessory Usage Behavior
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- Key points
- Two thirds of family car intenders augment their car to better suit their needs
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- Figure 96: Family car usage and behavior, May 2014
- Households earning $75K+ use more accessories
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- Figure 97: Family car usage and behavior, by household income, May 2014
- Larger family households use more vehicle accessories
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- Figure 98: Family car usage and behavior, by household size, May 2014
- Family car intenders with children more likely to use trailer
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- Figure 99: Family car usage and behavior, by presence of children in household, May 2014
- Millennials more likely to have purchased video player and or tablet cradle
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- Figure 100: Family car usage and behavior, by generations, May 2014
Attitudes and Sentiments of Family Car Shoppers
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- Key points
- Majority of family car buyers need vehicle that can take long trips
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- Figure 101: Attitudes and sentiments of family car shoppers, May 2014
- One in four family car buyers need car to function as both a business and family vehicle
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- Figure 102: Attitudes and sentiments of family car shoppers, May 2014
- Nearly one quarter of family car buying women think minivans are not cool
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- Figure 103: Attitudes and sentiments of family car shoppers, by gender, May 2014
Appendix – Other Useful Consumer Tables
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- Websites or apps visited by family car shoppers
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- Figure 104: Websites and apps visited by family car intenders, May 2014
- Social media websites or apps visited by family car shoppers
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- Figure 105: Social media websites or apps visited by family car intenders, May 2014
- Profile of the family vehicle intender
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- Figure 106: Vehicle purchase intenders who want a vehicle suitable for family, by household income, May 2014
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- Figure 107: Number of household vehicles owned by family car intenders, by household income, May 2014
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- Figure 108: Price of recently purchased vehicle, by family car intenders, by gender, May 2014
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- Figure 109: Price of recently purchased vehicle, by family car intenders, by area, May 2014
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- Figure 110: Alternative fueled vehicle considerations by family car intenders, May 2014
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- Figure 111: Family type vehicles that will be used primarily by the family, by marital status, May 2014
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- Figure 112: Family type vehicles that will be used primarily by the family, by household size, May 2014
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- Figure 113: Family type vehicles that will be used primarily by the family, by presence of children in household, May 2014
Appendix – Trade Associations
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