The Center Lane
This describes buyers who are right down the middle. An average car buyer who can be flexible with options and styles.
The Transporter
This describes buyers that drive a lot, moving cargo back and forth, whether it’s equipment or people. Usually seat and storage capacity is key for this buyer.
The Prestige Lover
This describes buyers where style, brand, and features are critical. They know what is best for them, and will settle for nothing less.
The Adventurers
This describes buyers that are all about the outdoors, including features, and style. Typically wanting a more rugged style that suits rough terrain.
The Enthusiast
This describes buyers that have preferred brands or models, and are less willing to concede to other options.
The Upgrader
This describes buyers that are interested in keeping cars current, and typically don’t hold on to them longer than 3-5 years. Leasing is popular for them.
The A2B Driver
This describes buyers that only need the car as conveyance. They do not need or want high-style or “fancy” cars, but they do need to run and run well.
The Environmentalist
This describes buyers that only need the car as conveyance. They do not need or want high-style or “fancy” cars, but they do need to run and run well.
The Novice (Emma)This describes buyers who are typically first-time purchasers and are usually overwhelmed by choices, and the whole car buying process.