On the surface, people purchase cars for transportation. That’s a no brainer. But there are many who believe that the car one drives is a reflection of his or her personality. Believe it or not, a British company, Wegener DM, did a study and put consumers into seven behavioral categories including financial attitudes, hobbies, attitudes toward health, media consumption, and other social factors. And what did they find? Some of the finding include:
- Audi or Alfa Romeo drivers tend to be risk takers, who are not afraid to try new things, be single, confident, and go to a gym.
- Conventional people drive Volvos, Citroens, or Mazdas.
- Mercedes Benz or BMW owners tend to be aspirational. (Pictured is the BMW M6.)
- SUV drivers are adventurous (or want to be) and they like control and power. (No surprise here.)
The study also discuss employers and their cars. A trustworthy or status minded boss, they discovered,drives a Mercedes -Benz whilea boss who is “small minded” (dense?) drives a MINI Cooper. And bosses who believe that they do the right things and are not risk takers drive Volvos.
Our take?Here’s one. Who would drive a minivan or station wagon? Why, of course, a woman who has a large family and encourages the kids into weekend activities. No study had to tellus that.
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