Aussie cars suffer from daggy dad label

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Thread: Aussie cars suffer from daggy dad label

  1. #1
    6.2 Liter LS9 Supercharged V8 RedVee8's Avatar
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    Aussie cars suffer from daggy dad label

    I would say, surely they're not that pretentious... But maybe they are

    From Drive.com.au

    NOVEMBER 12, 2013 - 5:37 PM ARTICLE 8 OF 10

    Gen Y buyers are shunning locally produced cars.
    Aussie cars suffer from daggy dad label
    DAVID MCCOWEN

    Gen Y shun local models as “backlash from parents”.

    In another blow to the Australian car industry, a study of motorists has found successful young people are the least likely to consider buying a locally built new car.

    The Roy Morgan survey of more than 40,000 drivers found that Australian-made cars continue to appeal to “battlers” and those in their “golden years”, and that urban Gen Y drivers with disposable income have turned their backs on Australian cars.

    Roy Morgan communications director Norman Morris says the problem could be cultural.

    “I don’t think it’s just a ‘made in Australia’ thing,” Morris says.

    “There’s a change in mindsets out there and they don’t want the car that dad drove.

    “I think it will be a lost cause trying to get them to buy Australian made.”

    While Holden was ranked in second place overall on a list of cars the survey participants would consider buying, it was a different story when separated among age groups with younger, cashed-up and tech-savvy drivers putting the Australian Icon in eighth place.

    Toyota, Mazda and Volkswagen took top ranks for a young group dubbed “metrotechs” by the research arm’s categorisation scheme.

    Dr Edwina Luck, a marketing and Gen Y expert at the Queensland University of Technology, says Holden may be a victim of daggy dad syndrome.

    “It boils down to perceptions,” Dr Luck says.

    “Holden is the working man’s car, Toyota is a family car… Volkswagen is very hip, very groovy and cool and that is big for a young person.

    “I wonder if it is backlash from parents and grandparents.”

    Sales of Australian-made cars have plummeted by 44 per cent in the last five years, with market share dropping from 16.5 per cent in 2008 to 10 per cent today.

    More than 30 per cent of new car buyers indicated within a Roy Morgan survey in 2002 that they would consider a Holden.

    That number halved to 14.9 per cent in April this year, according to results of the same survey.

    Roy Morgan data suggests Mazda is on top of shopping lists for regular cars, and Audi is the most sought-after luxury brand.

    Dr Luck says Gen Y are less likely to be loyal to products, and expected brands to treat them like an individual.

    “They are more fickle and they are more demanding. A young person will take their money and walk, while an older person may say it is too hard,” she says.

    “The consequences don’t matter to the younger generation.”

    Gen Y buying preferences could also lead to a world where automotive showrooms are replaced by websites.

    A survey of 450 Australian drivers commissioned by online car sales service Autogenie has found that 64 per cent of respondents aged under 35 would buy a car online without setting foot in a dealership, while only 37 per cent of people over 55 would buy a car online.

    Subaru is the only carmaker in Australia to offer an online-only ordering service, which is limited to the BRZ sports car.
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  3. #2
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    Re: Aussie cars suffer from daggy dad label

    How is VW hip? Maybe you guys have cooler VWs there or something? A VW is an unreliable family car. And that's coming from a Gen Yer.

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    Re: Aussie cars suffer from daggy dad label

    VW does have some cachet here, Mazda as well. I'm guessing that both those examples differ from the US view?
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    Re: Aussie cars suffer from daggy dad label

    Quote Originally Posted by RedVee8 View Post
    VW does have some cachet here, Mazda as well. I'm guessing that both those examples differ from the US view?
    Well looking at their lineup, the Jetta and Golf are what most younger folk would be looking at. The Golf is expensive and has limited appeal because it's a hatchback. The Jetta is very boring looking and essentially a less reliable Toyota (appliance). The Passat is the next step up and it's also very dull looking. So it's not like these cars are stylish fashion accessories or anything, they've gone after Toyota by cutting costs and dulling styling with the latest models.

    In my mind both Mazda and VW also have more feminine tendencies if you catch my drift.

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    Re: Aussie cars suffer from daggy dad label

    We get the Up!, Eos and Polo as well.
    The Golf GTi and R are highly regarded and I guess their desirability has washed over the rest of the range. They have lowered prices considerably over recent years for the regular Golfs.
    I "like" then I guess, but would hesitate to buy one due to unreliability and extortion-like service and spares pricing (IMO).
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    Re: Aussie cars suffer from daggy dad label

    Toyota is much more daggy dad than Holden is

    The only reason VW ect are more hip with some is that they are for the first time in many many years actually affordable

    That won't last long and also to my knowledge all these new VW buyers only buy one and never go back

    Because they are so expensive to fix when things go wrong - and they go wrong often
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    Re: Aussie cars suffer from daggy dad label

    Quote Originally Posted by RedVee8 View Post
    VW does have some cachet here, Mazda as well. I'm guessing that both those examples differ from the US view?
    Lol - I actively banned my mother from buying a VW only last week. My mrs cringed as she heard the conversation. Near certain she'll get a soob now.

    I'm sure the golf is class leading, if not very high in the ranking but the maintenance costs are hideous and VW's attitude over safety recalls is a deal breaker for me.

    Quote Originally Posted by VS Ute 5Litre View Post
    Toyota is much more daggy dad than Holden is

    The only reason VW ect are more hip with some is that they are for the first time in many many years actually affordable

    That won't last long and also to my knowledge all these new VW buyers only buy one and never go back

    Because they are so expensive to fix when things go wrong - and they go wrong often
    Have to agree with the Toyota bit. That said I bought a 200 series late last year. There is nothing else on the market in Aus that comes close. WTF were Nissan thinking with no TD? Immediate strike out - didn't even visit a dealer to look at a Patrol.
    Last edited by RedHotMike; 11-16-2013 at 04:10 AM.

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    Re: Aussie cars suffer from daggy dad label

    Quote Originally Posted by RedHotMike View Post
    Lol - I actively banned my mother from buying a VW only last week. My mrs cringed as she heard the conversation. Near certain she'll get a soob now.

    I'm sure the golf is class leading, if not very high in the ranking but the maintenance costs are hideous and VW's attitude over safety recalls is a deal breaker for me.



    Have to agree with the Toyota bit. That said I bought a 200 series late last year. There is nothing else on the market in Aus that comes close. WTF were Nissan thinking with no TD? Immediate strike out - didn't even visit a dealer to look at a Patrol.
    Not really seriously looking right now we have changed our mind (again) and spending more on our house than new cars - but I would buy an older Patrol in a heartbeat just because Cruisers are so expensive
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    I bet it was some dumbarse in Detroit Hidden Content

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    Re: Aussie cars suffer from daggy dad label

    This article must have been written by Captain Obvious because why on earth would a Gen Y purchase a Camry, Aurion, Territory, Falcon or a Commodore? They aren't Gen Y cars - excluding the sports SS and Utes and even they have more competition than ever before. Hello hot hatches.

    The only other option is the Cruze and whether you like it or not Gen Y likes things to be a little bit trendy and I'm sorry but the Cruze is severely lacking in that regard. I mean it's the second oldest body shape in the class, has an interior an age behind and to bring it back to Holden's big issue at the moment - it's no longer cool.

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