According to the “2022 New Adult Car Life Awareness Survey” released by Sony Assurance on Wednesday, January 5, 2022, 1000 new adults (born April 2, 2001-April 1, 2002) this year. The cars you want for the target and the awareness of the cars are summarized. This time, based on this data, I would like to introduce young people’s awareness and impressions of cars.
Many new adults are willing to buy a car!
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First, let’s introduce the actual usage of the car.
This year’s new adult driver’s license holding rate was 57.2%, up 5.9 points from last year. Amid concerns about the use of public transportation due to the corona, many young people may have decided to obtain a driver’s license because the convenience of a car that can be moved in a private space was once again understood.
Looking at the breakdown, 39.5% is limited to automatic transmissions and 17.7% is manual transmissions, and it seems that some people are asking for manual transmissions even though the choices for manual transmissions are decreasing.
When asked “Do you have a car?”, 16.0% answered “I have my own car”, 9.3% answered “I have a plan to buy”, and 43.7% answered “I don’t plan to buy it, but I want one”. , It seems that there are many young people who are willing to buy.
On the other hand, when asked the reason for those who answered “I do not intend to buy a car” (310 people), 48.1% answered “I feel that the purchase cost is a burden”, followed by “Fuel cost and repair cost”. “It costs maintenance costs” was 33.5%, and “I don’t want to cause a traffic accident / trouble” was 30.0%. Especially in urban areas, 55.7% of the respondents answered that they “feel burdened with the purchase cost”, which is more than 10 points higher than in rural areas.
Recently, due to the increase in safety performance, collision safety and preventive safety equipment have been added, and the price of cars is increasing. Of course, improving the safety of cars contributes to the reduction of traffic accidents and damage, and is indispensable because it can protect occupants and pedestrians. However, there is no doubt that the heavy financial burden at the time of purchase is a factor that makes young people lose their greed for cars.
In terms of consciousness, “I think that young people are away from the car” (35.7%), “I don’t feel the need to drive a car” (28.4%), and “Financial margin to own a car”. There are many young people who are not interested in cars and do not feel inconvenienced even if they do not have a car.
In addition, 40.6% answered that they would like manufacturers to make more cars for young people. It seems that there are expectations for the development of models that target young people, such as cars that are inexpensive and enjoyable to drive, and cars that are easy to drive even for people who are not accustomed to driving.
Some people are interested in cars from car rental and car sharing.
Recently, the number of rental car and car sharing bases has been enhanced. The usage rate of rental cars and car sharing for those who have already obtained a license (572 people) was 30.2% for rental cars and 9.8% for car sharing. Car share was particularly high in urban areas, at 17.3%.
When asked in detail by those who have used car rental and car sharing (190 people), “I used it as a test ride before purchasing a car” (20.5%), “I feel like I want a car by using it” “I got stronger” (46.8%) and “I liked the car I got on and wanted the same car” (30.0%). Even if you don’t own a car now, many people may have become interested in it by riding it.
Toyota Aqua is the number one car that new adults want!
Finally, of the license holders and prospective acquirers (836 people), when asked about the car they want for 80.6% (674 people) who are positive about owning a car, “Toyota Aqua” (15.0%) is the most popular, followed by It was “BMW” (12.0%) and “Lexus” (11.0%). Imported cars and luxury brands are ranked high because they answered by manufacturer name, but Toyota Prius, Nissan Note, Toyota Alphard, Honda N-BOX, Honda Fit, Toyota 86, Nissan GT- Many domestic cars such as R are also included.
Toyota Aqua is compact, easy to handle, and has high fuel efficiency. Since 2013, it has been the top seller for three consecutive years, so it may have been familiar to new adults, such as being often seen on TV commercials when they were children, and having a family on board. ..
By gender, it is interesting that men have many imported car brands, while women have small domestic cars such as mini cars and compact cars.
The points are to convey the merits of the car and reduce the purchase burden!
Based on the results of this survey, I felt that it is important for young people to own a car by “knowing the merits of the car” and “reducing the purchase burden”.
Specifically, we want people who have a license to have more opportunities to actually drive the car and feel the benefits of the car, such as going out for a drive with friends and family. Regarding the purchase burden, it is necessary to further promote that the burden can be reduced by using a residual value setting type loan or a subscription service that allows automobile manufacturers to ride a car at a fixed monthly rate.
I want more people to feel the goodness of a car that allows them to freely go to their favorite places with their luggage and people without being constrained by time.
[Author: Eri Natsu Shinoda (MOTA editorial department)]
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