Luxury Car Rental: What your car choice says about who you are

By: Robert Thomson

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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 researchers were mainly interested in identifying the factors that affect consumers’ buying behaviour and would develop a variety of vehicle models to estimate the market share. They did not, however, consider their consumer group’s travel approach and personality as factors that might influence 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 a keen 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 a fair amount of money on their cars they are not showy at all. Aston owners, the inquiry revealed, are not very extroverted where their wealth is concerned. These are the kind of people who prefer to wear their designer brand on the inside label rather than splashed across the front of their jacket

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 approximate 95 000 people in the United States alone belong to Corvette clubs).

Honda Civic (coupe and sedan): This consumer group’s biggest hobbies 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 the general population people who purchase this car are 40% less likely to be divorced, 37% more likely to use sun block, 65% more likely to enjoy having their car catch people’s attention and 30% more likely to recycle. They also probably take their tunes 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 a variety of 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 a higher level of 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 just your choice of luxury car rental. Big Brother is watching and waiting to sort you neatly into a consumer statistic box.