INTEND TO BUY NEW CAR NEXT 12 MONTHS

Introducing Greg, car enthusiast and serial buyer.

Street cred, performance or looks? Choosing his next car is an emotionally charged decision for Greg, 49, who has a checklist the length of his arm when he’s browsing the stats of his next potential vehicle. Which he’ll test-drive first, thank you.

For now, it’s all about upkeep of his current wheels. Regular wax application, conditioning to protect those leather seats, and quality tyres are non-negotiable expenses. Why buy lousy tyres that only compromise on handling and road safety ? Greg’s blood will boil just thinking about that.

"For me, buying a car is all how it drives. That, and straight-up visual appeal."

If money weren’t an issue, Greg would buy one car for the missus, a prestige Euro SUV for the family and a fiendishly pricy little Italian piece for himself. But that’s on the wish-list, for when his IT startup makes its first millions.

We nearly forgot – Greg does have interests apart from roaring down his favourite route (which he won’t reveal to anyone). He also enjoys planning his next vacation, mountain biking with mates, and breakfasting in the inner city with his wife and daughter.

When Greg isn’t comparing notes with his other car-mad friends, he’s browsing one of our publications, and getting revved up about his next big buy.

Key Stats

678,000
Fairfax Total Audience
79
Australian Reach
  • 49
    Average age 49
  • $118,000
    Average household income
  • 3
    Average household size
  • $152
    Weekly supermarket spend
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Nov 2016 | Nielsen Online Ratings Nov 2016.

Get in touch with us

Anam Malik
Data Executive
Fairfax D&A
02 9282 1818 Email Anam Malik
Adam Axiak
Audience Insights Manager
Fairfax Media
1
Email Adam Axiak