Findings also reveal where consumers turn once these vehicles reach their final resting place.
Costa Mesa, Calif., Oct. 30, 2014 — In the spirit of Halloween, Experian Automotive today announced the top five metropolitan areas most haunted by “zombie,” or discontinued, vehicle brands. The analysis shows that, overall, 5.9 percent of all 249.4 million vehicles in operation have been discontinued and are now driving among the undead. The metropolitan areas most haunted by these vehicles are Chicago and New York with nearly a million (6.4 percent) zombie vehicles scaring traffic on the roads. The top five metropolitan areas include:
|
Metropolitan area |
Percentage of zombie vehicles |
|
Chicago |
3.4 percent |
|
New York |
3.0 percent |
|
Detroit |
2.7 percent |
|
Los Angeles |
2.5 percent |
|
Minneapolis |
2.4 percent |
Further analysis shows that of all the zombie vehicles on the road, 32.1 percent are Pontiacs, 19.4 percent are Mercurys, 16.1 percent are Saturns, 11.7 percent are Oldsmobiles and 4.9 percent are Suzukis. Digging a little deeper, Pontiac has three of the top five “dead” models on the road, with the Pontiac Grand Prix, Grand Am and G6 creeping their way to the first, third and fifth positions, respectively. Filling out the remainder of the top five are the Mercury Grand Marquis (second) and the Saturn S-Series (fourth).
“When looking at vehicles on the road, it is easy to forget that some products have been discontinued,” said Brad Smith, Experian’s director of automotive market statistics. “Whether consumers are retaining these zombie vehicles due to economic or sentimental value is unclear, but they certainly make up a significant percentage of the overall units on the road and continue to be an integral part of the automotive ecosystem. The lasting impression zombie vehicles leave with their former owners, however, is an important piece of information because it can influence a future buying decision.”
Where do consumers turn when their “dearly departed” finally cross over into the great beyond? The analysis shows that 43.7 percent of Mercury owners decided to stay within the same “family” and bought their next vehicle from the Ford Motor Company. Similarly, Pontiac (42.8 percent), Oldsmobile (37.6 percent) and Saturn owners (27.3 percent) also chose not to leave the comfort of the brand family and bought General Motors Co. vehicles.
Of the owners who decided to move on and let their “loved ones” rest in peace, 18.1 percent chose to buy a Ford as their next vehicle. Specifically, with Ford being the top choice for Saturn (12.0 percent), Pontiac (11.6 percent) and Oldsmobile (11.1 percent) owners. Furthermore, those who owned a Suzuki or Mercury, 10.7 and 8.4 percent, respectively, went on to buy a Toyota.
Contact:
Roslyn Whitehurst
Experian Public Relations
1 714 830 5578
roslyn.whitehurst@experian.com
Twitter: @RozWhitehurst
About Experian Automotive
Experian Automotive provides information services and market intelligence that enables results-driven professionals to gain the fullest possible understanding of the market, the vehicles and the people who buy them. Its North American Vehicle DatabaseSM houses data on nearly 700 million vehicles and, when combined with Experian’s credit, consumer and business information, provides an integrated perspective into the automotive marketplace. Experian Automotive’s AutoCheck® vehicle history reports provide dealers and consumers with in-depth information, allowing them to confidently understand, compare and select the right vehicles. For more information on Experian Automotive and its suite of services, visit our Website at http://www.experian.com/automotive.
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