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MAACO survey shows consumer commitment to vehicles

Tuesday, May 7, 2013 - 07:45
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A new consumer survey released by MAACO®¹, part of the Driven Brands family of automotive brands, reveals a sentiment contrary to the perception of our throwaway culture:  American’s don’t have to, but want to, keep their cars longer…as long as they can get a little MAACOVER.
 
America has always been “car country,” and the newest, latest and greatest autos forever seem to generate buzz and move units.  But is this perception only skin deep? Digging a bit further, MAACO found that 65 percent of Americans had a favorite car, and while close to 50 percent didn’t have it anymore, 75 percent wished they could have it back.  According to the survey, our memories of good times in those beloved vehicles have not faded over time.  From one respondent who fondly remembered his BMW as an “awesome Chick-gitter [sic]. Got my wife with it!” to the owner of the sports car remembered as the  “fastest darn thing on the road,”  that was “great for hiway [sic]  driving” and “clocked at a legit 150 mph by Montana State Police,” people relished the chance to tell MAACO about the romance they once had with their favorite ride.
 
“We believe in potential, and that newer is not necessarily better,” says Chris Furse, Vice President, Chief Marketing Officer, MAACO.  “We were gratified to find out that a lot of people agree with us that the best rides are sometimes the ones you already have, and those cars are worth keeping and maintaining.”
 
 ¹The survey was conducted by Impulse Research for MAACO during the week of April 1, 2013.

The survey also revealed several additional takeaways:
 
I’ve Got the Blues, and Couldn’t Feel Better!: Maybe it’s time to rethink the connection between malaise and the color “blue.” Of the respondents describing themselves as having “Happy” dispositions, 23 percent wish they had a blue car. Only 13 percent actually own a blue car, with most shiny happy people pushing shiny happy gray/silver whips.

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