Aussie Driver Personalities


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Aussie Driver Personalities
Would you choose style over safety when it comes to buying a car? One in five Aussies would! According to our research 22% of Aussies value brand and design above anything when selecting a car.
Our research found that Australia has seven distinct driver personality traits – so which of these best describes your driver personality?

Australia’s Seven Driver Personalities

1. Reliability and Efficiency Seekers: make up 23% of drivers on our roads.
Brand & design are less of an issue, but reliability, value for money & running costs matter

Reliability and Efficiency Seekers Driving traits…
Favoured colours…
White 28%, Silver 22%, Blue 15%
More likely to own a car over 10 years old
Dream cars…
BMW 17%, Lamborghini 7%, Mercedes 6%
More likely than average to say…
Used cars are just as good as new cars, new cars are not worth the extra money
My car is a means of travelling from A to B

2. Image seekers: come in at a very close second, with 22% of Aussies choosing brand and design above all else
Brand is key – Design is a higher priority than for other drivers

Image Seeker Driving traits…
Favoured colours =
White (21%) Silver (19%) Blue (18%)
25% own a car under 3 years old
Dream Car =
BMW (16%), Mercedes (14%), Ferrari (8%)
Most likely to say…
My car is essential to daily life
There is something of my personality in my car
I wash & vacuum or detail my car regularly
I repair any damage to my car as soon as it happens

3. Necessity Drivers: 18% of Australians simply use their car as a means to get from A to B
A car is just a tool to get from A to B.

Driving traits…
Favoured colours…
Blue 23%, White 22%, Silver 18%
Dream cars…
BMW 18%, Porsche 11%, Lexus 8%

4. Performance Seekers: 17% of Aussies care most about a car’s performance
Handling is higher up on the list of priorities & power matters more than for anyone else except image seekers

Performance Seekers Driving traits…
Favoured colours…
Silver 23%, White 21%, Blue 18%
Dream cars…
BMW 19%, Lamborghini 8%, Porsche 8%, Jaguar 8%
Most likely to say…
My car gives me the freedom to do what I want
Driving my car is a pleasurable experience
I take my car in for regular check-ups and maintenance

5. Risk Takers: make up 10% of the population
Park more carelessly, more likely to drink & drive

Driving traits…
Favoured colours…
White 28%, Blue 18%, Red 16%
Dream cars…
BMW 22%, Mercedes 16%, Aston Martin 9%

Most likely to say…
I’m unlikely to repair any damage to my car when it happens
I bought my first car when I started dating someone

6. Accident Prone: 6% of Aussie drivers are accident prone
Despite taking no obvious risks they are still more accident prone

Driving traits…
Favoured colours…
Silver 22%, White 22%, Blue 15%
Dream cars…
Audi 18%
Likely to be…
30% more likely than average to be aged under 45

7. Cautious Drivers: make up the smallest group at only 4% of Aussies
Rarely have accidents or damage their cars

Driving traits…
Favoured colours…
Silver 28%, Blue 22%
Dream cars…
BMW 22%
Most likely to say…
New cars are too expensive/could not afford new at the time
I’m unlikely to take my car in for regular maintenance check ups
When I first passed my test my parents bought me a car

* Survey conducted by Red Shift Research, 2013


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