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Dodge brand has youngest buyers

by Bill Cawthon on

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According to information compiled by IHS Automotive, Dodge brand had the youngest buyers among all non-luxury brands last year.

Based on total 2013 new vehicle registrations, the average Dodge buyer is 48.6 years old. Buyers of Durangos average 45.6 years of age; buyers of Chargers average 46.8 years. Dodge also has the highest percentage of 18-34 customers with 14.48% of sales to this highly desirable market segment.

Using data supplied by IHS, Allpar calculated that the average new vehicle buyer in 2013 was 52.4 years old, up from 51.8 years in 2011. Average ages among all brands ranged from 47.9 years for buyers of Land Rover and Lamborghini (Land Rover gets the nod as No. 1 because its buyers were younger than Lamborghini’s in 2011) to 61.0 for buyers of Lincoln brand vehicles. Buick had the highest average age among non-luxury brands and was the only brand whose buyers averaged over 60 years old in both 2011 and 2013.

Though it still had the youngest buyers among domestic brands in 2011, Dodge was only No. 6 among all non-luxury brands.

Jeep rose from the No. 20 spot in 2011 to No. 5 as the average buyer age dropped from 56.4 years to 49.6 years. The big drop was primarily due to the increase in Wrangler registrations as Wrangler buyers average 47.6 years of age.

Chrysler fell from 19th to 20th, despite a 1.3 drop in average buyer age. Chrysler was the only Chrysler Group brand with buyers older than the industry average.

Fiat also lost a spot, going from 10th in 2011 to 11th in 2013.

Ram data for 2011 was not supplied.

Note: Data is based on the person registering the vehicle, not the primary driver. In many cases, a parent may be registering a vehicle to be driven by a minor (under 18) child. The data does not include fleet registrations.

AVERAGE BUYER AGE: 22 NON-LUXURY BRANDS
Brand Age 2013 Rank Age 2011 Rank Change
Dodge 48.6 1 49.8 6 -1.2
Jeep 49.6 5 56.4 20 -6.8
Ram 49.9 6 N/A N/A N/A
Fiat 50.8 11 50.9 10 -0.1
Average 51.5   51.6   -0.1
Chrysler 54.7 20 56.0 19 -1.3
Data Source: IHS Automotive

Dodge also ranked high among all brands coming in third after Land Rover and Lamborghini. Jeep jumped from 20th to eighth while Fiat dropped five spots to 15th. Chrysler advanced one spot, moving up to 36th from 37th.

AVERAGE BUYER AGE: ALL 44 BRANDS REPORTED
Brand Age 2013 Rank Age 2011 Rank Change
Dodge 48.6 3 49.8 6 -1.2
Jeep 49.6 8 56.4 20 -6.8
Ram 49.9 9 N/A N/A N/A
Fiat 50.8 15 50.9 10 -0.1
Average 52.4   51.8   0.6
Chrysler 54.7 36 56.0 37 -1.3
Data Source: IHS Automotive

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for just-auto.com, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.


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