Has anyone ever wondered if Acura's vision is correct. Does the designed demographic range fit the actual's? Now, I know it would be too much information to ask to post the actual age of the driver but I'd like to somehow get some accurate numbers.



Here is Acura's demographic plan:

The target buyer for the Acura RL is a new luxury consumer, one who:
= chooses something based on how it performs vs. what it represents
= chooses experiences over material goods
= is open to new symbols of prestige
= is younger than the stereotypical alpha male


Acura RL
= % Male - 80%
= Median Age - 52years
= % College+ - 50%
= Household Income - $180K


So the question is, do you feel that you are the perfect candidate to own your RL in Acura's eyes?

 

I agree on all counts. However, I plan to be about 11 years younger then 52 when we finally get the RL in 08...

 

i bet the college is over 70%

 

Nope.

I'm not a new luxury consumer, I'm older than the demographic, I finished 100% of college, and my current income is less than $180k (since I'm now retired).

And I'm not sure I know what "chooses experiences over material goods" means. A car is both.

Where did these Acura demographics come from?

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I fit the demographic pretty well.
male, age 48 when I bought it, college+ med school. income in that same range too.

 

i hit 2 out of 4. I am a male but i'm 30 years younger than the median age 50% college and household income of about 110k. Whatever i am i'm sure acura is happy i bought their car over Lexus's or Infiniti's.

 

4 for 4 here.

 

As college is where the education level is brought up to what was, or should be, a high school diploma I would suggest that the college % would be closer to 90%. As your councellor told you, "Underwater Basket Weaving counts for the same credits".
Second issue: Isn't that demographic the same for the RL's competitors?

 

I fit all of those parameters. Lots of college (BA, MD, MBA), slightly younger than their target, a bit more income, unimpressed by traditional status symbols, and careful with my money.

Seems they forgot "safety-conscious gadget freak." That probably describes a lot of RL drivers too. And I agree that the % college grads is probably 70-90%.

 

Agree, I think RL buyers also see great value in high tech features. Not sure where that list came from, but that is something that should be in their target group.

Not sure about the college thing. College certainly helps your odds of making money (I went to college), but I know many people who didn't go to college and make more money then me. The guy two doors down from me owns a bright yellow Ferrari Scuderia , and definitely makes/has more money then me. I know he never went to college. The RL is really not that expensive. I can easily believe only 50% of the people owning an RL went to college.

 

db22: I imagine that the intended demographics are very similar between manufacturers, yes. On the other hand, no one would want to follow suit of others so this is why it IS different. "The Acura RL combines performance, technology and luxury in an athletic package that pushes the boundaries of automotive design on multiple fronts." Others will focus on pure luxury and ride comfort. So the cars will appeal to slightly different demos.


Mike_TX: I pulled the information out of the Acura employee website.

 

I fit, for the most part.

 

I'm one of 4 with just the male thing. Household income is more like 120k and age is 29. I also like material stuff over new experiences, am not a new luxo car buyer and do not care about ANY symbols of prestige.

Oh and the college stuff IMO is so overrated. Most successful people I know didn't go to college. I left university after a month because I felt I'd rather be making money than wasting my time learning stuff that would be mostly useless to me and because it was boring. University felt like glorified high school. Yay.

 

I hit two of four. I won't see 52 for 12 1/2 years yet, and my income is not $180k.

Am I an alpha male? Too "type B" for that.
Definitely open to new symbols of prestige, and I obviously value function/peformance over prestige, otherwise I wouldn't own an RL.

 

I fit three of four. I too was 11 years younger than the median when I bought it last year. But most of the guys I see in them are significantly older than me.

Neuron you need another job. 180 is way below the median for a neurologist!

 

Two out of four here. Male and age 54.
No college and income is nowhere near $180k

 

Go back to school.
I'm just slightly above the median for my proffesion and I'm making >3x the median for the RL crowd just on my salary. College is something you have to go through on the way up the ladder whether its lame or not. For every rich person, that did not inherit his money and that is wealthy, there are 50 college grads making the same or more. I think that is pretty compelling. The news simply like talking about the 3 or 4 rich guys like Gates that didn't.
In the present a bachelor's degree is as useful as a highschool degree was 30yrs ago, thus a bachelors degree is just another stepping stone. Furthermore, while "tycoons" often end up broke (like lottery winners), a professional degree is an ever present safety net.

 

(repost from my previous msg)
I got this one from Acura Sales Training for RL 08.
Target Actual(06)
%male 70% 68%
Age 50 58.5
%College 80% 68%
Household
income 150,000 168,000

 

If it were my car, I'd fit 3 out of 4 (no college - hell - I almost didn't graduate from High School - but that is another story!). But it isn't - its my wifes. I only get to drive it to the store and on weekends!

 

I guess I bought the right car

Male, 50, MBA, income close

Ok, so I was only 48 when I bought the car but still close enough. In fact, it looks like age is the only target that Acura hasn't managed to hit in the demographics at 58.5.

Some of the non-demographic stuff is pretty interesting.

= chooses something based on how it performs vs. what it represents has been talked to death in these forums

but = is open to new symbols of prestige seems a bit at odds with "what it represents".

I'm a bit baffled by = chooses experiences over material goods is meant to express?? I mean, we're talking Luxury Performance Sedan here and that's all about material goods!

 

I hit 3 out of 4.

Male
College Grad
House Hold income just few K more than posted..
It would take 5 more yrs to come to that age bracket though..

 

I'm 44. Household income is higher.

 

This one fits me perfectly.

 

Female. 28 when i got it. College + . hmmm....

 

Actually, I didn't say which side of 180k I was. Heheheh.....

 

it is sad for me to say...i am at the 52 medium age, yet you all make me feel like a senior citizen...Bob i think it is time you do an age and gender poll. The RL crowd seems much younger than we have been led to believe.

 

interesting data. Personally, I like the more mature crowd here... you guys wouldn't last in offtopic or the tsx forums.. haha... (I'm 31 btw).

 

Boy, ain't THAT the truth! I posted a little fun rant in Car Talk and they nearly ripped me to shreds. Funny thing is, I thought everyone would agree with me.

(Yes, I'm an old dude.)

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4 for 4. Male, 55, College, >180K Bought 06 RL used.

 

NOW that makes sense

 

Some pics would be nice,................. of the car, of course

 

Way over 52...

 

Median age of 52 (half of owners older than 52 and half under 52) is kind of high, almost in Buick territory. I would think Acura should be targeting a younger upwardly mobile demographic with the RL somewhere in the 35-49 age group. BTW, I retired at age 56 and could afford a Bentley if I wanted one.

 

180K Income???

Seems pretty high. That sounds like Lexus 460, Merc S, BMW 7 Series salary ranges.

If that's the case and one doesn't make 6 figures and has a mortgage how could they even afford any Acura.

Just seems extreme amount of income suggestion for an RL.

 

If I had to guess, I'd say most of the people driving an RL can afford way more then $45-$50k. We just choose not too unless required. The RL (for various reasons) has less cachet then the price point might typically offer. That means you probably have to be fairly secure in your self esteem to plunk down $45k+TTL on something that doesn't say $45k.

I know there's always going to be exceptions, but chances are you have two key traits if you drive an RL;

a) you are a bit older now and getting passed the need to impress others (thus the median age 52 statistic)

b) you are a bit more analytical then the average person and get satisfaction from making sound and logical business decisions.

If I had to guess, the average RL owner probably also doesn't live in the most expensive neighborhood they can afford , but, rather, the best location for providing the best value and lifestyle for them and their family. I have a friend that lives in Beverly Hills. She can't even afford to own a home there because that zipcode is so expensive. So, she rents with her husband and three boys. They are creating no equity for their future BUT they can say they live in Beverly Hills. I think you can guess she doesn't drive an RL.

No one's right or wrong I guess. Just different priorities.

 

I fit the profile pretty well also

 

2 out 4; Male and College

I'm on a single income for a family of 4. (Wish is it was 180K )

Just turned 36, but bought the RL brand new when I was 35.

Still love the car!

 

HawaiiRL - I thought you said you were a female when you got it then I realized you were saying you were 28. Amazing if RL caused sex changes too.

 

MIKE TX

College equals more educated, therefore informed buyer. Not interested in flashy cars, but quality high tech cars. I think Acura is correct about college grad % or maybe higher. I hit 3 of 4.

 

BTW

Male
53 when purchased
College Grad
income < 180k

Every time I drive the RL (usually on the weekends) I tell my wife what a car. I go to the mountains (Sierra Nevada foothills) just about every weekend for the fun of it.