KBB Says Americans Prefer Home Built Cars
I don’t think it is lost on the managers of General Motors, Ford and Chrysler that some car buyers will purchase only American built cars and nothing else. We might think that this particularly 
group of people is rather small, perhaps union workers who are loyal rank and file assembly line personnel who know that buying American means that they’ll keep their jobs.
Kelley Blue Book (KBB) recently conducted a survey that revealed that the number of Americans who prefer to buy American built cars is actually quite large, about 75% to be exact. 51% try to buy an American product if the price is competitive and readily available while 14% say that they will only buy American no matter what. A loyal 6% say that they’d buy American only and, if there was no other choice, they’d do without.
“Seeing the domestic automakers’ recent struggle has ignited a heightened sense of patriotism among some American car shoppers, and the latest Kelley Blue Book Marketing Research indicates that people are pulling for the Big Three to survive and thrive,” said Jack R. Nerad, executive editorial director and executive market analyst for Kelley Blue Book and kbb.com. “The overwhelming inclination to buy versus lease is a sign of the current economic climate. People feel that leases are both less available and not as financially advantageous as they previously were. In addition, consumers are being more fiscally conservative in the midst of the recession, opting to buy a car they can afford versus leasing a car that may realistically be out of their budget.”
This should be taken as good new for America’s auto industry which finds itself in a position to seize an unusual opportunity, particularly for General Motors and Chrysler: federal loan money has given these companies some breathing room, perhaps enough time to roll out several new products and win the hearts of the American people back to them.
More than half of the survey respondents plan to purchase their next vehicle in the next three months, and say they could be motivated to purchase even sooner if good auto financing offers are available, citing cash rebates and incentive offers as most popular, followed by financing offers and then overall improved economic and personal financial stability. Is anyone from GM, Ford and Chrysler listening?
Source: Kelley Blue Book
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