Study

Snap­shots of MENA’S Car Mar­ket

ArabAd - - CONTENTS - BY: RIYAD AL KHATIB RE­SEARCH DI­REC­TOR ME­DI­ACT IP­SOS CON­NECT LE­BANON

The automotive in­dus­try is wit­ness­ing changes di­rectly re­lated to con­sumer and mar­ket trends. Peo­ple are be­com­ing more de­mand­ing and in­creas­ingly aware of tech­ni­cal and tech­no­log­i­cal ad­vance­ments and ex­pect these to be present in the ve­hi­cle of their choice. On the other hand, the automotive mar­ket is be­ing sub­ject to new car brands that are gain­ing aware­ness and hav­ing a good mar­ket share.

The ma­jor­ity of adults in the re­gion drive cars and the high­est pen­e­tra­tion rate is in the Emi­rates, which could be due to the fact that most of its res­i­dents are em­ployed. Res­i­dents of the Emi­rates tend to own more than one car un­like res­i­dents of Kuwait, Saudi Ara­bia and Le­banon who only own one.

Old car brands still top the charts with Toy­ota be­ing the most known brand in Kuwait and Le­banon, while Nissan stands out in Emi­rates and Saudi Ara­bia. As for the cars owned, Toy­ota is the top brand in the gulf while Honda is num­ber one in Le­banon.

A lot of peo­ple are will­ing to pur­chase cars in the com­ing two years, and tend to con­sider pur­chas­ing brand new ve­hi­cles ex­cept in Le­banon, where peo­ple pre­fer to buy used ones mainly due to the pur­chas­ing power and the dy­namic used car mar­ket there.

When plan­ning to buy a car, re­li­a­bil­ity is the key that peo­ple con­sider fol­lowed by rea­son­able prices. In Saudi Ara­bia, peo­ple also fo­cus on cheap main­te­nance, whereas in Le­banon, peo­ple care a lot about low fuel con­sump­tion.

In or­der to sell a car, rec­om­men­da­tions from fam­ily and friends is the top fac­tor con­sid­ered fol­lowed by pro­fes­sional mag­a­zines and the In­ter­net.

Dig­ging into the psy­cho­graphic pro­file of car users, those peo­ple tend to be more im­age-driven and ca­reer-ori­ented, with a will to re­fine their pro­fes­sions while re­main­ing in the spotlight.

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