Source: Roy Morgan Single Source Leading Indicators (Australia); May 2009 —August 2009 and VFACTS.
Base: Intend New Small Car Segment < $40K in Next Four Years n= 449.


Three months into launch, Holden Cruze has gained share of New Small Car Segment Buying Intention at a comparable rate to that of Mazda3 when launched in 2004 which, along with Hyundai i30, has been among the strongest segment entrants over recent years. Now in the second generation, Mazda3 is one of Australia’s highest selling models.

 

	3 Months into Launch	3 Months into Launch
	Share of Intention	Sales Share
Holden Cruze (Launched June 2009)	11.4%	10.6% (at August 2009)
Mazda3 (Launched January 2004)	11.0%	12.5% (at March 2004)

Source: Roy Morgan Single Source Leading Indicators (Australia) and VFACTS.
Base: Intend New Small Car Segment < $40K in Next Four Years.


Comparing Market Entry Cycle for Mazda3 and Holden Cruze, both models reached a Share of Small Car Segment Intention in the 10% - 12% range within five months. The longer term trend for Mazda3 has been continued gains, peaking at over 20% share of the Small Car Segment Intention by June just as Holden Cruze was launched.


Source: Roy Morgan Single Source Leading Indicators (Australia); October 2003 —August 2009.
Base: Intend New Small Car Segment < $40K in Next Four Years n= 7,897. Holden Cruze Monthly Intention; Mazda3 Quarterly.


When comparing the early stages of market entry, Holden Cruze has entered the Small Car Segment with stronger growth in Share of Intention than Holden Captiva achieved when launched in the Medium SUV Segment in 2007.


Source: Roy Morgan Single Source Leading Indicators (Australia); January 2007 — August 2009.
Base: Intend New Small Car Segment < $40K in Next Four Years n= 449 (Monthly).
Base: Intend Medium New SUV Segment Vehicle in Next Four Years n=3,243 (Rolling Quarters).

 

 

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

"These findings draw on the much anticipated Roy Morgan Research Automotive Launch Evaluator and clearly demonstrate Holden has delivered on their promise to give the market a sought after, volume Small Car.

“Holden Cruze has entered the market with comparable gains to those enjoyed by Mazda3, which has since become one of Australia’s highest selling cars.

“With Holden Cruze Model Awareness currently sitting at around half that of the established Mazda3, there remains a large degree of upside for further gains in Holden Cruze Share of Intention and Sales as awareness increases with time in market.

“Initial findings also show the Holden Cruze drawing female consumers towards Holden, a brand that has long suffered being labelled The Commodore Company.

“The Roy Morgan Research Automotive Launch Evaluator delivers measurement and analysis of key model entry metrics, broader brand image flow on effects and profiles of those consumers intending to buy the relevant model.”

Click here for detailed profiles of Intending New Car Buyers or the Roy Morgan Automotive Early Indicators Report - which provides an understanding of those people who are intending to buy a new vehicle and outlines whether they are going to purchase new or used and which brands and segments they are intending to purchase.


For more details contact:

info@roymorganonlinestore.com