The surprising average ages of car buyers – by manufacturer
- •
- 6,965 reads
- •
- 43,842 views
- •
- 7 min read
We recently asked a selection of manufacturers an apparently simple question: what is the average age of the people who buy your cars? As several of them were quick to tell us, it isn’t actually a simple question at all.
Some of them just don’t know. Others, particularly the larger ones, pointed out that there are different answers for different models. And of course the people who buy cars are not necessarily the ones who drive them, as in the case of parents helping out their children as
Toyota
Despite a long history in motorsport and an occasional tendency to produce sporting models, Toyota has become one of the world’s leading manufacturers largely because it builds sensible, practical cars.
This is reflected in the reported average age of its UK buyers, which is the highest we have heard of at 63.
Hyundai
Hyundai is the only manufacturer who quoted an average age to within less than one year. In 2016, its UK figure was 59.9.
Ford
Ford produces many different models and was unable to supply figures for all of them. We were informed, however, that the average age of Focus buyers in this country is 56.
Suzuki
As a producer of relatively inexpensive models, Suzuki is likely to appeal to younger drivers, thought it may also attract older ones who don’t feel they need a car with all the bells and whistles.
These opposing influences result in a middle-of-the-road answer to our question. Suzuki could not quote an exact figure, but said it was in the mid 50s.
Volkswagen
VW appears to have a fairly young customer base for a major global manufacturer. The average age of its UK buyers is 54.
Jeep
Buyers of SUVs are likely to be more energetic and youthful than those of conventional cars, and often have young families.
This is home territory for Jeep, whose UK customers are 52 years old on average.
The figure may be lower than it used to be thanks to the introduction of the compact Renegade, which incidentally is by far the most popular Jeep among female buyers.
Maserati
You might think it would take people a long time to be able to afford a Maserati, but apparently not. In the UK, the average Maserati buyer is aged 51.
Alfa Romeo
Alfa Romeo’s sporty image seems to be helping to attract younger buyers. British people who buy its cars are 50 years old on average.
Fiat
Oddly, Fiat’s own buyers are younger than those of its more sporty brand, Alfa Romeo. In the UK, the average age is 49, possibly influenced by the low pricing and high visual appeal of the 500.
Abarth
With only the 124 Spider two-seater and derivatives of the Fiat 500 in its line-up, Abarth inevitably attracts younger buyers. The average age of the UK ones is 46.
Subaru
Although Subaru’s international rallying campaign is a thing of the distant past, the company still seems to have a lot of support from younger drivers. Subaru was not able to come up with a precise figure but suggested that it was “45 plus”.
SEAT
The Spanish arm of the Volkswagen Group has traditionally been favoured by more youthful buyers. The average age of its UK customers is currently 44, a very low figure for a mainstream brand.
Rolls-Royce
In the early part of the 21st century, the global average age of Rolls-Royce buyers was around 60. Things have changed radically since then.
The introduction of first the Ghost and later the Wraith brought in a new generation of customers, some of them in their 20s. Based largely either on the west coast of America or in the Asia-Pacific region, though also in the UK, they responded very well to models that were more exciting and less formal than the older Phantom.
As a result, the average age has dropped by nearly a third to 41. The youngest owner is believed to have bought his car at the age of 12.
Ferrari
Ferrari does not quote figures for the age of its customers, but the ‘target client’ for the recently launched GTC4 Lusso T is between 30 and 45 years old, presumably based on previous experience.
Kia
Of all the manufacturers who responded, Kia gave by far the most comprehensive answer.
The company could not give an overall figure, or ones for all its models, but did say that the cee’d is “largely bought” by people aged between 35 and 55.
The situation with the Soul is more complex. It’s particularly popular with 25- to 35-year olds but also with the over 65s.
There was also an interesting comment about hybrid and electric vehicles. You might think that these high-tech cars would appeal to younger people, but in Kia’s experience they are more likely to be bought by those in the 55-65 range.