Fleet managers offering a selection of models for their drivers might be interested in a recent analysis released by YouGov. 

Drivers of all different ages and ethnicities seem to be thinking about car brands differently. According to YouGov Profiles, the comparison between those who own American and non-American vehicles displays some key fundamental differences; the differences are not only in the basics—they are in how these groups think about driving. 

Income and Age Affect Driver Thinking

51% of American-brand car owners are over the age of 55, with a remaining 44% for non-American car owners under that age. An additional 18% margin remains from ages 18 to 34 in the American car group. 
The data only solidifies this trend, with 1/3 of American car owners earning 75% less than the median in the lower-income bracket compared to 31% of non-American car owners. 

Why? It seems American automakers are attracting a specific kind of customer and inspiring brand loyalty

Conservative Vs. Liberal Values in Car Ownership

Drivers of American cars typically align with politically conservative values. 33% of American car brand drivers identify as conservative; conversely, only 26% of non-American car brand owners identify similarly.

The non-American brand group tends to identify as liberal or very liberal at 14% verses 8%. 

This also signifies a larger-scale theme surrounding national pride and traditional values for the customers of American automakers.

Besides the Demographics: Ownership Attitude

The demographics surrounding income and political leanings aren’t the only statistical differences between the two groups. 

60% of American-brand drivers would choose a powerful engine, while only 50% of non-American car drivers would. Additionally, 53% of American-brand drivers choose to wash their own vehicles and 21% choose to fix their own cars. Meanwhile, merely 17% of non-American owners fix their own vehicles. 

44% of American-brand drivers say public transportation is “gross,” compared to 38% of non-American drivers.

Are the Owners Enthusiastic About Sustainability?

There’s a strong alignment between sustainability and non-American car brand owners. 

51% of non-American brand owners believe in the future of electric vehicles in the industry, while only 39% of American brand owners align with those ideas. 

55% of non-American car brand owners say we should all drive less for the environment while only 47% of American drivers say the same thing. 

Lastly, 52% of non-American brand owners say that ownership is too expensive in contrast with 44% of American brand drivers. 

How Ownership Affects the Approach to Car Shopping

Car shopping is no one’s favorite activity, but there are some strong trends surrounding decision-making and the purchase of a new vehicle. 

Non-American car drivers tend to approach the process with a digital-first mindset by relying on online reviews. More specifically, 54% tend to make decisions based on those reviews while only 48% of American brand owners do the same. 

It’s the same with consumer reports: 27% of non-American brand owners rely on them. American brand owners lag three paces behind at 24%. 

In addition to online reports, non-American owners use manufacturer sites more commonly at 36% while only 32% of American brand owners use them. More commonly, American brand owners go to used car sites and auto shows. 

What Does This Mean for Fleet? 

Fleet managers work with automakers to provide models and update selector lists. If managers keep up to date on what drivers want based on the data, then decisions become more informed based on those numbers in a variety of aspects, such as sales or vehicle selections.