Compact Cars and Crossovers - US - February 2014


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Compact cars and crossovers are getting unprecedented attention from desperate consumer groups who are looking for fuel efficient vehicles that are easy to navigate in a dense urban environment. New compact car and crossover intenders include wealthier Baby Boomers and growing Hispanic families. How to cater to this more diverse group of consumers will require creative messaging and new product introductions, such as three-row compact vehicles.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

Executive Summary

The market
Figure 1: US fan chart forecast of new compact car and crossover sales, 2008-18
Figure 2: US fan chart forecast of new compact crossover sales, 2008-18
Market factors
High fuel prices shift consumer purchasing preferences toward smaller cars and crossovers
Figure 3: All grades all formulations retail gasoline prices, dollars per gallon, 1993-2014
Increased urbanization could spur demand for compact cars and crossovers
Figure 4: US city and suburb growth, 2000-12
Increasing educational debt could impact Millennials and their ability to obtain a compact car and crossover
Figure 5: Student loans, total outstanding debt, 2003-13
Key players
Figure 6: Compact car and compact crossover manufacturers, by market share, November 2013-year to date
The consumer
45% of vehicle purchasers considering a compact car and/or crossover
Figure 7: Type of vehicle planning to buy in the next 3 years, by vehicle body style, November 2013
Women more likely to consider a compact crossover, men more likely to consider a two-seater roadster
Figure 8: Considerations for body style type of compact car and/or crossover, by gender, November 2013
Compact vehicle intenders seem more budget conscious
Figure 9: Considerations when selecting compact cars and/or crossovers, by compact car versus compact crossover purchase intenders, November 2013
Number one reason for not considering the purchase of a small vehicle is due to lifestyle conflicts
Figure 10: Reasons for not wanting to purchase a compact car or crossover, November 2013
Majority of small vehicle intenders interested in a car that gets more than 30 mpg
Figure 11: Reasons for purchasing a compact car and/or crossover, November 2013
What we think

Issues and Insights

How to court more Millennials into buying new compact cars and crossovers in spite of growing college debts and increased urbanization?
Issues
Insights
How to cater small vehicles to a growing group of Baby Boomer purchasers without alienating Millennials?
Issues
Insights
How to better cater to the burgeoning Hispanic car buying community?
Issues
Insights

Trend Applications

Inspire Trend: Rebirth of Cities
Inspire Trend: Patriot Games
Mintel Futures: Brand Intervention

Market Size and Forecast

Key points
Compact cars and crossovers reached an estimated 5. 4 million deliveries for 2013, expected to surpass 6 million by 2015
Figure 12: US unit sales and forecast of new compact cars and crossovers, 2008-18
Figure 13: Sales of compact cars and crossovers as a share of total new vehicle sales, 2008-18
Compact crossover sales expected to outpace compact car sales
Figure 14: US unit sales of compact cars, 2008-18
Figure 15: US unit sales of compact crossovers, 2008-13
Fan chart forecast
Figure 16: US fan chart forecast of new compact car and crossover sales, 2008-18
Figure 17: US fan chart forecast of new compact car sales, 2008-18
Figure 18: US fan chart forecast of new compact crossover sales, 2008-18

Market Drivers

Key points
High fuel prices shift consumer purchasing preferences toward smaller cars and crossovers
Figure 19: All grades all formulations retail gasoline prices, dollars per gallon, 1993-2014
Figure 20: Gasoline regular grade retail price including taxes US average dollars per gallon, 2012-14 (forecast)
Increased urbanization could spur demand for compact cars and crossovers
Figure 21: US city versus suburb growth, 2000-12
Figure 22: Most often form of transit used for work commute, by metro area, 2009
New fuel economy standards could encourage growth in the compact vehicle arena
Figure 23: Projections of new and existing light vehicle fleet fuel efficiency, 2012-40
Aging US vehicle fleet provides challenges for compact car and crossover sales growth
Figure 24: Average age of cars, light trucks, and total light vehicles, 2002-13
American drivers continue to drive fewer miles than peak period, weakening consumer demand
Figure 25: Vehicle miles traveled per licensed driver, 1970-2040
Increasing educational debt could impact Millennials and their ability to obtain vehicle financing for compact cars and crossovers
Figure 26: Student loans, total outstanding debt, 2003-13

Segment Performance

Key points
Subcompact crossovers, mini compacts see triple-digit growth
Figure 27: US unit sales of compact cars and crossovers, by segment, 2011 and 2013
Figure 28: US unit sales of compact cars and crossovers, by segment, 2008-13
Figure 29: US unit sales of compact cars and crossovers, by segment, 2008-13 (continued)
Luxury compacts increase as a percentage of total compact sales
Figure 30: US unit sales of compact cars and crossovers, mainstream versus luxury segments, 2008-13

Manufacturer Profiles

Key points
No dominant player in the compact car and crossover segment
Figure 31: Largest compact car and compact crossover manufacturers, by market share, November 2013-year to date
American Honda Motor Co. Inc.
Overview
Sales and market share
Figure 32: Honda unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
Toyota Motor Sales USA Inc.
Overview
Sales and market share
Figure 33: Toyota unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
Environmentalism
Ford Motor Company
Overview
Sales and market share
Figure 34: Ford unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
General Motors Company
Overview
Sales and market share
Figure 35: General Motors unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Figure 36: General Motors market share and unit sales, 2002-12
Service and parts
Nissan North America Inc.
Overview
Sales, service, and market share
Figure 37: Nissan unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Hyundai Motor America
Overview
Sales and market share
Figure 38: Hyundai unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
Volkswagen Group of America
Overview
Sales and market share
Figure 39: Volkswagen unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
Kia Motors America Inc.
Overview
Sales and market share
Figure 40: Kia unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
Chrysler Group LLC
Overview
Sales and market share
Figure 41: Chrysler unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
Subaru of America Inc.
Overview
Sales and market share
Figure 42: Subaru unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts
BMW of North America Inc.
Overview
Sales and market share
Figure 43: BMW unit sales and market share in the compact car and crossover segment, by nameplate, 2008-13-YTD
Featured products
Service and parts

Innovations and Innovators

Luxury carmakers dive into compact car arena
Subcompact crossovers try to appeal to Millennials and empty nesters
Entry-level offerings broaden in 2014

Marketing Strategies

Overview of the brand landscape
Strategy: Stress fuel efficiency
Figure 44: 2013 Ford Focus “And is better,” July 2013
Figure 45: 2014 Subaru XV Crosstrek “Save Some,” March 2013
Figure 46: 2014 Mitsubishi Mirage “Big Night Out,” November 2013
Figure 47: 2013 Dodge Dart “All Day,” September 2013
Strategy: Ability to maneuver in the city
Figure 48: 2014 Nissan rogue “Commute,” December 2013
Figure 49: 2013 smart electric drive “Offroading,” August 2013
Figure 50: Peyton Manning | Buick Verano | "Parallel Park," February 2014
Strategy: Emphasize safety
Figure 51: 2013 Chevrolet Cruze “10 standard airbags,” June 2013
Figure 52: Smart “High strength steel cage,” December 2013
Strategy: Capitalize on well-established nameplate with product segmentation

Characteristics of Compact Car and/or Crossover Owners

Key points
Vehicle ownership
Number of vehicles owned in household
Owners of compact cars and/or crossovers more likely to own more than one vehicle
Figure 53: Number of vehicles owned, by household, November 2013
Over three quarters of $50K+ households who own a compact car/crossover own more than one vehicle
Figure 54: Number of vehicles owned, by household, by those who own a compact car and/or crossover, by household income, November 2013
No significant difference between Millennials and Baby Boomers and number of vehicles owned
Figure 55: Number of vehicles owned by household, by those who own a compact car and/or crossover, by generations, November 2013
Vehicle body styles owned
Those considering another compact car and/or crossover more likely to currently own one
Figure 56: Vehicles owned by household, by vehicle body style, November 2013
Millennials far more likely to own compact cars than other generations
Figure 57: Vehicles owned by household, by vehicle body style, by generations, November 2013
Compact crossover owners and compact car owners appear to be distinctive groups
Figure 58: Vehicles owned by household, by vehicle body style, by compact car versus compact crossover owners, November 2013
Compact cars more likely to be owned by heavy drivers
Figure 59: Vehicles owned by household, by vehicle body style, by miles personally driven annually, November 2013
Vehicle purchase
Cost of most recently acquired vehicle
Majority spent less than $30,000 on their last vehicle purchase
Figure 60: Cost of most recently acquired vehicle November 2013
Compact crossover owners spent more on last vehicle purchase when compared to compact car owners
Figure 61: Cost of most recently acquired vehicle, by vehicles owned by household, by compact car versus compact crossover owners, November 2013
New car purchasers spent more on their last vehicle purchase
Figure 62: Cost of most recently acquired vehicle, by purchase intent – New, used, CPO, November 2013
Vehicle last purchased by new, used, or CPO
Majority of respondents purchased latest vehicle new
Figure 63: Vehicle last purchased by new, used, or CPO, November 2013
Compact crossover owners more likely to purchase latest vehicle new
Figure 64: Vehicle last purchased by new, used, or CPO, by vehicles owned by household, by compact car versus compact crossover owners, November 2013
Heavy drivers are more likely to have purchased their last vehicle new
Figure 65: Vehicle last purchased by new, used, or CPO, by miles personally driven annually, November 2013
Vehicle and other transport usage
Miles personally driven annually
Majority of house vehicle owners drive more than 8,000 miles a year
Figure 66: Miles personally driven annually, November 2013
Little difference between miles driven and compact car and/or crossover ownership
Figure 67: Miles personally driven annually, by vehicles owned by household by compact car versus compact crossover owners,, November 2013
Vehicle usage/activity
Compact crossover owners use their vehicles more for family and friend activities
Figure 68: Vehicle usage/activity, by purchase intent, by compact car versus compact crossover owners, November 2013
Other travel methods, besides automobile
Compact car and/or crossover owners more likely to use public transit
Figure 69: Other travel methods, besides automobile, by compact car and/or crossover owners, November 2013
Millennial compact car and crossover owners much more likely to use public transit, walk, and bike
Figure 70: Other travel methods, besides automobile, by compact car and/or crossover owners, by generations, November 2013
Future vehicle plans
Little difference between purchase intent and compact car and/or crossover ownership
Figure 71: Intent to purchase a vehicle in the next three years, by compact car versus compact crossover owners, November 2013
Compact crossover owners more likely to want new vehicle for better fuel economy
Figure 72: Reasons for purchasing another vehicle, by compact car versus compact crossover owners, November 2013
Compact crossover owners appear to be more loyal, care more about accommodating family members
Figure 73: Considerations when selecting compact cars and/or crossovers, by compact car versus compact crossover owners, November 2013

Characteristics of Compact Car and Crossover Intenders

Key points
Vehicle ownership – Compact crossover intenders more likely to own SUV
Figure 74: Vehicles owned by household, by vehicle body style, by compact car versus compact crossover purchase intenders, November 2013
Vehicle purchase – Compact crossover intenders spent more on last vehicle purchase
Figure 75: Cost of most recently acquired vehicle, by compact car versus compact crossover purchase intenders, November 2013
Vehicle usage – Compact car and crossover intenders heavier travelers
Figure 76: Miles personally driven annually, by compact car versus compact crossover purchase intenders, November 2013
Future vehicle plans
Compact crossover intenders more likely to use their car in activities involving family and friends
Figure 77: Vehicle usage/activity, by compact car versus compact crossover purchase intenders, November 2013
Very little difference on when next vehicle will be purchased by compact car and crossover intenders
Figure 78: Approximately when will the next vehicle be purchased by compact car versus compact crossover purchase intenders, November 2013
Compact car and crossover intenders want a new vehicle to get better fuel economy
Figure 79: Reasons for purchasing another vehicle, by compact car versus compact crossover purchase intenders, November 2013
Compact vehicle intenders seem more budget conscious
Figure 80: Considerations when selecting compact cars and/or crossovers, by compact car versus compact crossover purchase intenders, November 2013

Purchase Intent of Compact Cars and Crossovers

Key points
45% of vehicle purchasers considering a compact car and/or crossover
Figure 81: Type of vehicle planning to buy in the next 3 years, by vehicle body style, November 2013
Women far more interested in compact crossovers when compared to men
Figure 82: Type of vehicle planning to buy in the next 3 years, by vehicle body style, by gender, November 2013
Millennials show strong interest in compacts and crossovers
Figure 83: Type of vehicle planning to buy in the next 3 years, by vehicle body style, by generations, November 2013
Compact cars appear to cater more to less wealthy households
Figure 84: Type of vehicle planning to buy in the next 3 years, by vehicle body style, by household income, November 2013
Little overlap between those who intend to buy compact cars and those who intend to buy compact crossovers
Figure 85: Type of vehicle planning to buy in the next 3 years, by vehicle body style, cross-tabulation, November 2013
Small vehicle owners more likely to purchase another small car
Figure 86: Type of vehicle planning to buy in the next 3 years, by vehicle body style, by vehicles owned by household, by vehicle body style, November 2013
Used car intenders slightly more inclined to purchase compact cars and crossovers
Figure 87: Type of vehicle planning to buy in the next 3 years, by vehicle body style, by purchase intent – New, used, CPO, November 2013
A majority of those that use public transit frequently are planning to buy a compact car and/or crossover
Figure 88: Type of vehicle planning to buy in the next 3 years, by vehicle body style, by other travel methods, besides automobile, November 2013

Considerations for Body Style Type of Compact Car and/or Crossover

Key points
Compact cars are most considered small vehicle body style
Figure 89: Considerations for body style type of compact car and/or crossover, November 2013
Women more likely to consider a compact crossover, men more likely to consider a two-seater roadster
Figure 90: Considerations for body style type of compact car and/or crossover, by gender, November 2013
Younger men and women more likely to consider a subcompact car
Figure 91: Considerations for body style type of compact car and/or crossover, by gender and age, November 2013
Millennials more likely to consider mini compacts/city cars
Figure 92: Considerations for body style type of compact car and/or crossover, by generation, November 2013
Those with children significantly more likely to consider a subcompact crossover
Figure 93: Considerations for body style type of compact car and/or crossover, by presence of children in Household, November 2013

Reasons for Purchasing a Compact Car and/or Crossover

Key points
Majority of small vehicle intenders interested in a car that gets more than 30 mpg in the combined EPA cycle
Figure 94: Reasons for purchasing a compact car and/or crossover, November 2013
Female small car intenders looking more for backup cameras
Figure 95: Reasons for purchasing a compact car and/or crossover, by gender, November 2013
Millennials far more interested in foreign branded small cars when compared to Baby Boomers
Figure 96: Reasons for purchasing a compact car and/or crossover, by generations, November 2013
Smaller households more interested in easy parallel parking
Figure 97: Reasons for purchasing a compact car and/or crossover, by household size, November 2013
Compact crossover intenders looking for backup camera, infotainment system, three rows of seats
Figure 98: Reasons for purchasing a compact car and/or crossover, by purchase intent – Compact car versus compact crossover, November 2013

Reasons for Not Wanting to Purchase a Compact Car or Crossover

Key points
Number one reason for not considering the purchase of a small vehicle is due to lifestyle conflicts
Figure 99: Reasons for not wanting to purchase a compact car or crossover, November 2013
Men far more likely to say compact cars and/or crossovers aren’t suitable for their lifestyle
Figure 100: Reasons for not wanting to purchase a compact car or crossover, by gender, November 2013
Less wealthy households more likely to think large vehicles nearly as fuel efficient as small cars
Figure 101: Reasons for not wanting to purchase a compact car or crossover, by household income, November 2013
Those with children far more concerned with ability to fit family
Figure 102: Reasons for not wanting to purchase a compact car or crossover, by presence of children in household, November 2013
Those from the Midwest/South more likely to think larger cars and crossovers nearly as fuel efficient as compacts
Figure 103: Reasons for not wanting to purchase a compact car or crossover, by region, November 2013
Generation Xers not intending to purchase a small car most likely to say its due to the lack of suitability for family
Figure 104: Reasons for not wanting to purchase a compact car or crossover, by generations, November 2013
Those who take public transit frequently and aren’t considering a compact vehicle more likely to think it’ll make them look cheap
Figure 105: Reasons for not wanting to purchase a compact car or crossover, by other travel methods, besides automobile, by compact car and/or crossover owners, November 2013

Race and Hispanic Origin

Key points
Black compact car and crossover owners more likely to own just one vehicle
Figure 106: Number of vehicles owned by household, by those who own a compact car and/or crossover, by race/Hispanic origin, November 2013
Hispanics more likely to own compact vehicles
Figure 107: Vehicles owned by household, by vehicle body style, by race/Hispanic origin, November 2013
Black respondents significantly more likely to intend to purchase compact vehicle than currently have one
Figure 108: Purchase intent, by vehicle body style, by race/Hispanic origin, November 2013
Hispanics significantly more likely to consider subcompact crossovers
Figure 109: Considerations for body style type of compact car and/or crossover, by race/Hispanic origin, November 2013
Hispanics significantly more interested in small cars with foreign brand names
Figure 110: Reasons for purchasing a compact car and/or crossover, by race/Hispanic origin, November 2013
Hispanics less likely to state lifestyle or family conflicts as reasons for not selecting a small vehicle
Figure 111: Reasons for not wanting to purchase a compact car and/or crossover, by race/Hispanic origin, November 2013

Appendix – Other Useful Consumer Tables

Profile of compact car and/or crossover owners
Vehicles owned by household, by vehicle body style
Figure 112: Vehicles owned by household, by vehicle body style, by those considering a compact car and/or crossover, by gender and age, November 2013
Figure 113: Vehicles owned by household, by vehicle body style, by compact car versus compact crossover owners, November 2013
Cost of most recently acquired vehicle
Figure 114: Cost of most recently acquired vehicle, by household income, November 2013
Approximately when next vehicle be purchased
Figure 115: Approximately when will the next vehicle be purchased, by compact car versus compact crossover owners, November 2013
Characteristics of compact car and/or crossover intenders
Figure 116: Intent of purchasing a vehicle in the next three years, by compact car versus compact crossover purchase intenders, November 2013
Purchase intent of compact cars and crossovers
Figure 117: Purchase intent, by vehicle body style, by miles personally driven annually, November 2013
Figure 118: Purchase intent, by vehicle body style, by smartphones and tablets personally owned, November 2013
Considerations for body style type of compact car and/or crossover
Figure 119: Considerations for body style type of compact car and/or crossover, by household income, November 2013
Reasons for purchasing a compact car and/or crossover
Figure 120: Reasons for purchasing a compact car and/or crossover, by gender and age, November 2013
Figure 121: Reasons for purchasing a compact car and/or crossover, by household income, November 2013
Figure 122: Reasons for purchasing a compact car and/or crossover, by smartphones and tablets personally owned, November 2013
Figure 123: Reasons for purchasing a compact car and/or crossover, by other travel methods, besides automobile, by compact car and/or crossover owners, November 2013
Reasons for not wanting to purchase a compact car or crossover
Figure 124: Reasons for not wanting to purchase a compact car or crossover, by household size, November 2013
Figure 125: Reasons for not wanting to purchase a compact car or crossover, by smartphone or tablet personally owned, November 2013

Appendix – Trade Associations