Domestic Launches Creating Most Buzz, Mercedes-Benz CLS Universally Viewed
as Sophisticated

IRVINE, Calif., May 10 /PRNewswire/ -- New-vehicle launches creating
the most buzz differ greatly by demographic and vehicle consideration
groups, according to the 2006 AutoVIBES Demographics reports, now available
from online research leaders Harris Interactive(R) and Kelley Blue Book
Marketing Research. The annual AutoVIBES Demographics series of reports
provide significant insight into the diverse vehicle shopping preferences
and opinions of different age groups, ethnicities and segment consideration
groups.
AutoVIBES examined 49 new-nameplate launches in 2005, 25 of which were
domestics. Car-buyers in 14 demographic/vehicle consideration groups rated
12 domestics and only two imports as being the most buzz-worthy.

"Domestic manufacturers have recently introduced some exciting new
products that are catching the eye of many consumers," said Jack R. Nerad,
executive editorial director and market analyst for Kelley Blue Book and
kbb.com. "The highly-anticipated Dodge Charger is making waves among buyers
in many different demographics."

The new AutoVIBES study also shows vehicle shoppers of all generations
see domestic vehicles as the most buzz-worthy, although each generation
rates a different domestic vehicle in the top spot. The youngest age-group
surveyed, Generation Y, and the oldest age-group surveyed, Pre-Boomers, had
only one vehicle in common on their top five buzz list: Dodge Charger. While different groups chose a variety of vehicles as most buzz-worthy,
there was universal agreement among all that the Mercedes-Benz CLS was the
most "sophisticated." In addition, the Pontiac Solstice was rated high by
all groups for being "exciting," "youthful" and "imaginative."

The complete set of AutoVIBES Demographic Reports consists of 14
separate reports under three series categories: Ethnicity, Generation and
Vehicle Consideration. The Generation series contains reports for
Generation Y, Generation X, Baby Boomers and Pre-Boomers. The Vehicle
Consideration reports are offered by vehicle segment, including: Hybrid
/Alternative Fuel Vehicles, SUV, Sedan, Truck, Minivan, Luxury and
Sporty/Performance/Convertible. Custom groups, including make considerers,
are available upon request.

"The knowledge gained from these reports provide insight into the
various similarities, differences and preferences among vehicle shoppers of
all ages, ethnicities and consideration groups," said Rick Wainschel, vice
president of marketing research and brand communications for Kelley Blue
Book. "As auto manufacturer marketing campaigns become more targeted toward
specific demographics, understanding the impact of new-model launches as
well as key purchase-decision factors among these groups could prove
invaluable."

Each AutoVIBES Report contains detailed analysis of each group's:

* Make ownership, consideration and loyalty

* Vehicle segment ownership and consideration

* Reaction to new model launches: awareness, familiarity, favorability,
consideration, attribute ratings

* Key vehicle purchase decision factors

* Reliance on incentives: effects on timing of purchase, likelihood to
purchase in absence, dependency

* Effects of gas prices on purchase decision

* Hybrid engine attitudes

* Key safety factors

* Financial outlook for upcoming year

* Auto enthusiast level

* Detailed subgroup profile

AutoVIBES is a study resulting from a strategic alliance between Harris
Interactive and Kelley Blue Book Marketing Research, delivering timely and
insightful analysis tracking vehicle shopping trends and reactions to more
than 30 new model launches each month. AutoVIBES combines the online
automotive research expertise of Harris Interactive with targeted sampling
from Kelley Blue Book's popular Web site, kbb.com. This survey was
conducted online in 2005 among more than 20,000 U.S. adults 18 years and
older who are in-market vehicle shoppers and within 12 months of purchasing
or leasing a new vehicle.

AutoVIBES Demographic Reports are available for purchase by the
individual report, as a series or as an entire set. For more information
about AutoVIBES or any forthcoming series of reports this year, or to
purchase reports, please contact Kelley Blue Book Marketing Research at
949-268-2756 or Harris Interactive at 877-919-4765.

About Harris Interactive(R)
Harris Interactive Inc. (http://www.harrisinteractive.com), based in
Rochester, New York, is the 13th largest and the fastest-growing market
research firm in the world, most widely known for The Harris Poll(R) and
for its pioneering leadership in the online market research industry. Long
recognized by its clients for delivering insights that enable confident
business decisions, the Company blends the science of innovative research
with the art of strategic consulting to deliver knowledge that leads to
measurable and enduring value.
Harris Interactive serves clients worldwide through its United States,
Europe (http://www.harrisinteractive.com/europe) and Asia offices, its
wholly-owned subsidiary Novatris in Paris, France (http://www.novatris.com), and
through an independent global network of affiliate market research
companies. EOE M/F/D/V
To become a member of the Harris Poll Online(SM) and be invited to
participate in future online surveys, go to http://www.harrispollonline.com
About Kelley Blue Book (kbb.com)
Kelley Blue Book's kbb.com is America's most used and trusted vehicle
pricing, values and information resource. The top-rated Web site provides
the most up-to-date pricing and values for thousands of new and used
vehicles, including the New Car Blue Book(R) value, which reveals what
people actually are paying for new cars. Since 1926, car buyers and sellers
have relied upon Kelley Blue Book for authoritative and unbiased
information to make well-informed automotive decisions. The company also
reports vehicle prices and values via products and services, including the
famous Blue Book(R) Official Guide and software products. Kbb.com also has
been named the No. 1 automotive information site by Nielsen//NetRatings and
J.D. Power and Associates seven years in a row. No other medium reaches
more in-market vehicle shoppers than kbb.com; one in every three American
car buyers complete their research on kbb.com.

SOURCE Kelley Blue Book

 

I don't know: as a Gen Y'er, I wouldn't consider the Chevy Cobalt as buzz-worthy...

 

Ford Five Hundred creating the most buzz for Sedan Considerers? Where did the 300C go?

 

This list is obviously geographically biased. Chevy Cobalt???? You gotta be kidding me right?
Sure I'm not in GEN Y, but I seriously doubt it's creating a buzz greater than the Civic or any Scion.

Maybe I'm out of touch, but I think the Cobalt is not even close to making any sort of buzz here
in Southern California. Maybe in Texas or the mid West where imports are not as strong and
domestic nameplates are preferred.

I'm in GEN X and the H3 is not even on the radar for me and most of my fellow GEN Xers.

My conclusion: This study is wack yo!

 

I told you guys a long time ago not to underestimate the Five Hundred and Freestyle ( both of which are on this list ). They are excellent vehicles, despite being a little down in the power-to-weight department....some of the best products I've seen come from a American-nameplate brand in years. The 300C is not a bad car as it stands, but it would be a lot better car if the interior wasn't done with such cheap and poor-quality materials.

 

Yes I know all that--the car is clearly above average. BUT it simply does not stand out in any tangible or intangible ways. I just fail to see anything remotely "buzz-worthy" about it. Unless people are so shocked by the fact that an American sedan can be above average, that it becomes buzz-worthy.

"Hey you saw the news? I heard they're coming out with a new American sedan...and it doesn't totally suck!!"
"OH WOW REALLY NO KIDDING WHOOOPDIDOOOO!! Let's go drive one RIGHT NOW!"

Yeah sure...

 

what he said