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Generation Gap: Promote my Ride

February 1, 2012 Leave a comment

Do you like what you drive? Would you convince your friends and family members to buy your brand? Or would you tell them to stay away? As a crazy Kia fan (who knows how to shuffle), I wondered which consumers are spreading the word about how awesome their ride is (like me!) and which stare at their luxury car calendar just wishing some day they could own something better.

In our January survey of 9,317 consumers, we asked drivers on a scale from 0-10 how likely it is that they would recommend the car they drive most often to friends or colleagues. Those who said 0-6 are Detractors (“Don’t ever buy this car!”), those who said 7 or 8 are Passives (“This car is decent.”) and those who said 9 or 10 are Promoters (“My ride rocks! You should get one!”). By subtracting Detractors from Promoters, you arrive at the Net Promoter Score* (you may remember this from our pre-holiday auto post when Lexus scored the highest among other vehicle brands).

Instead of looking at top-rated vehicles like we did in our latest press release (this month Subaru is #1), I looked at each generation’s likelihood to recommend their ride.

Surprisingly, the Silent Generation (born 1945 or earlier) scored the highest, with 34.0%. Older consumers appear more likely to be satisfied with their vehicles and willing to talk to their friends and family about purchasing the same brand. Generation Y (born 1983-1994) was more likely to spread negative publicity for the brand of vehicle they drive, scoring -11.8%. Gen Yers’ tweets and Facebook posts are more likely to say “My hunk of junk broke down…AGAIN!!” rather than “Get yourself a Kia and come party rock with me!” (unless you are reading my Twitter…) Boomers and Gen Xers both show positive Net Promoter Scores, with Boomers more likely to recommend their wheels to the world.

What about you? Would you promote your ride? Or do you hide it in the garage and bum rides off your friends? We love to hear from you!

Source: BIGinsight.com, January 2012

*Net Promoter, NPS and Net Promoter Score are trademarks of Satmetrix Systems, Inc., Bain & Company, and Fred Reichheld

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