For December, there was also an estimated 2,077,000 Australians intending to buy a new car in the next 4 years. This is down on the previous month, but remaining marginally above the long-term average2 for the eighth consecutive month.


New Car Buying Intention


Source: Roy Morgan Single Source (Australia): January 2002 – December 2010, n=494,942 (average monthly sample n=4,583). ¹Short Term Average = One year new car buying intention, January 2002 – December 2010.
²Long Term Average = Four year new car buying intention, January 2002 – December 2010.


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

“2010 was a very strong year for the Automotive Industry, with total new vehicles sales exceeding the 1 million mark for only the third time in history. Sales in 2010 looked likely to break the 2008 record, but fell marginally short due to a softening of sales towards the end of the year. In line with this ‘average’ December sales result, both short and long term intentions were also down in December. Importantly though, both metrics remain above the long term average, suggesting a strong 2011 is still likely.

“Short term new car buying intentions declined from 709,000 in November to 636,000 in December. This decline was driven by Passenger cars, with all passenger segments (except the Light Segment) experiencing a decrease.

“Amongst the major manufacturers, Honda and Holden experienced the greatest decline in short term intentions, with only Subaru, Toyota and Mazda returning positive results.

“The complete Roy Morgan Automotive Leading Indicators Report delivers detailed coverage of the health of the Australian automotive market.”

Purchase detailed profiles of Intending New Car Buyers or the Roy Morgan Automotive Leading 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.


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