Cars and Drivers
5 Car Brands Old People Drive
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Almost exactly two years ago, research firm IHS Automotive released a study on the average age of people who buy car brands sold in the United States. America’s top two luxury brands, Cadillac and Lincoln — from General Motors Co. (NYSE: GM) and Ford Motor Co. (NYSE: F), respectively — are among the five vehicles bought by the oldest part of the car buying population. Today, the two brands still face the problem.
The five brands, listed beginning with the oldest average age of buyers, according to the study, were Cadillac (61 years old), exotic Bugatti (59.5 years old, and a brand that sells only a few hundred cars a year), Lincoln (59.5), Toyota Motor Corp.’s (NYSE: TM) Lexus (56.9) and Jaguar (56.6).
More recent information shows the trouble has not changed by much, at least not for the U.S. companies, which have struggled to move their sales numbers higher and buyer ages lower. Lincoln’s sales have increased 17.1% through April to 34,681 but remain well behind category sales leaders BMW, Mercedes and Lexus. Cadillac’s sales fell 11.5% to 46,869 during the same period.
Earlier this year, in a story about Cadillac sales in China, Reuters pointed out:
Cadillac says the average age of a buyer of its cars in China is 34, little more than half the average age in the U.S.
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