Consumer Behavior

Automotive Industry
Main Streets

Rough Terrains

Boulevards
Cul-de-Sacs

City Streets

VW’s Customer Base Segmentation

Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.
 Main Streets

• Driving behaviors are actually quite pedestrian

• From their viewpoint, a car is simply a method of getting from point A to point B
and not much more
• The true value of a car to Main Streets is its longevity and reliability

Segment. Main Streets.

Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.
 Rough Terrains

• The segment loves speed and performance

• Less concerned with auto safety features
• Characterized by their knowledge in the latest advances in auto technology and
their exuberance for power
• Tend to favor SUVs and small trucks, which match their needs and active lifestyles

Segment. Rough Terrains.

Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.
 Cul-de-Sacs

• Practical drivers
• Function and comfort are the true source of value in a car
• The segment chooses a vehicle for its practical qualities over its performance,
image or status
• Tend to go on long car trips for vacation

Segment. Cul-de-Sacs.
Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.
 Boulevards

• The segment like new cars

• High appreciation for well-made automobiles, luxury features, and additional
options in car
• Boulevards get enjoyment from driving and take pride in their car
• The car is a reflection of their lifestyle and image

Segment. Boulevards.
Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.
 City Streets

• Represent those who like to change cars frequently

• The vehicle is part of their identity
• City Streets choose a car for its image and status rather than its practical qualities
and performance
• They tend to use their car for work as well as for pleasure.

Segment. City Streets.

Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.
CdS RT BLV MS

MS CdS BLV CST BLV

CST CST

RT

VW’s Customer Base Allocation

Automotive Industry. Consumer Behavior.
 References

Consumer Segmentations: Simmons Auto-Motives

Experian Simmons
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45th Floor
New York, NY 10020
www.experian.com/simmons
1 800 918 9064

Retrieved from: http://www.experian.com/assets/simmons-research/brochures/simmons-2011-auto-

motives-report.pdf

Customer Base Segmentation. Review.

Ref. 2012 Experian Information Solutions, Inc. , 2012 Automotive Industry. Consumer Behavior.