Luxury

Luxury car rental is on the uprise as an increasing number of people realise the benefits and flexibility of part-time car ownership. Even once-off customers, like tourists and commuting business people now look for those little extras when shopping around for executive car hire.

In the past economists and market analysers were purely interested in identifying the factors that affect consumers buying behaviour and would develop various vehicle models to estimate the market share. They did not, however, consider their consumer groups travel attitude and personality as factors that might affect their vehicle choice.

In recent years however, it has become very apparent that in order for suppliers to market their vehicles, and most importantly their brand to potential buyers they would need to get inside their heads and figure out what makes them tick. As the leading American publishing and media company, Forbes took an ardent interest and did some research. Here follows a little taster of what they found.

Aston Martin DB9 (two door): Consumers who lean towards this vehicle are generally self-made and although they spend quite a bit of money on their cars they are not showy at all. Aston owners, the research revealed, are not very extroverted where their wealth is concerned. These are the sort of people who prefer to wear their designer brand on the inside label rather than splashed across the front of their vest

Chevrolet Corvette (two door): Owners of these spunky little numbers are aggressive and seek control. They appreciate style in everything they choose to surround themselves with, whether it be cars, homes or furniture. They are successful, crave adventure and may have a fanatic streak (an estimated 95 000 people in the United States alone belong to Corvette clubs).

Honda Civic (coupe and sedan): This consumer groups favourite leisure activities are reading, domestic travel, conversation with like-minded people and going to the movies. Their biggest emotional desires include feeling secure, feeling in control of their life and destiny, having fun and enjoying a measure of freedom.

Volkswagen Jetta (sedan): In comparison with the rest of society people who purchase this car are 40% less likely to be separated from their partner, 37% more likely to use sunscreen, 65% more likely to enjoy having their car catch peoples attention and 30% more likely to recycle. They also probably take their music really seriously, partake in snowboarding and drive a little faster than allowed.

Lexus LS (sedan): The owners of this model vehicle enjoy travelling to exotic locations, exercising, reading extensively and developing themselves by taking various classes. They are most probably married, family-orientated and quite wealthy nearing retirement. Intelligence and politeness are of extreme importance in their life and they expect others to adhere as strictly to these principles as they do.

Nissan 350Z (two door): In comparison with owners of similar sports cars this consumer group is generally younger with a smaller chance of being married. The group consists largely of black or Hispanic people who are seeking improved confidence. The safety aspect is of more importance to them than having a sleek ride and they are also quite likely to own a pet.

So, now you know. Next time you sign up for that car rental luxury package remember you may be giving away more of yourself than simply your choice of luxury car rental. Big Brother is watching and waiting to sort you neatly into a consumer statistic box.