Consumer insights – car ownership in the UK

The most commonly-owned makes of car in the UK are Peugeot, Ford, Vauxhall, Volkswagen and Fiat. Just under half - 47% - of UK car owners possess one of these five car makes.

This 2011 MMC report reveals the top five most common makes of car in the UK, together owned by just under half of UK car owners.

It uses TGI data to profile the people who own them in terms of age, gender, income, social class and region. As well as discovering the key target audiences who are buying their vehicles, car brands will also learn how owners of different vehicles respond to direct mail.

The figures also reveal which segment of the car-owning population is more likely to request more information, try a new product/service or use a coupon in response to direct mail.

Key findings include:

• Volkswagen owners are 65% more likely than the national average to earn over £40,000.

• Ford owners are 18% more likely to be social class AB than the national average.

• Adults intending to buy a new car in the next 2 years are highly responsive to direct mail.

• Receiving direct mail makes them 70% more likely to pay more attention to an advertisement and 56% more likely to make an enquiry or request more information.