There were 1,216,780 new vehicle sales in 2023, a 12.5% increase on 2022*, which roughly equates to a car being sold in Australia every 30 seconds.
But, with such levels of competition, how do you know who to select and where to find them? In this article we’ll look at how consumer classification and digital audiences can help you pinpoint the right buyers. We’ll also take a closer look at the growing electric vehicle market.
How consumer insights and digital audiences can show you the way
Experian has a number of classification tools that make finding your ideal customer easier.
Our award winning consumer segmentation tool, Mosaic, can instantly provide you with a detailed and granular view of the socio-demographic profile of the Australian population and how that relates to your current customers. For example, we can tell you someone’s propensity to purchase a certain type of vehicle.
Our Digital Audiences portfolio uses data and insights to activate your audience on digital platforms. So you know who to pinpoint, but also where to find them and the right times to engage.
To showcase the power of our tools we’ve looked at three groups of people with very different lifestyles but very similar attitudes to cars. Power Couples (Mosaic Type C10) live in major cities, typically rent their homes, and are aged 30-34. Minerals & Airports (Mosaic Type J31) tend to live in smaller cities, own their own houses with a mortgage, and are aged between 45-49. Rural Commitment (Mosaic Group N) tend to own their homes outright, live in rural areas, and are aged 55-59.
In terms of cars what do these groups have in common? They all have a propensity to purchase off-road vehicles.
What about electric vehicles? Are people still interested?
2024 started brightly for electric vehicle (EV) sales in Australia. More than 10,000 vehicles were sold in both February and March**, continuing a trend that saw the number of EVs on the road double in 2023.
There are now more than 180,000 EVs from brands such as Tesla, BYD, MG, Hyundai, and KIA on Australian roads. A large uplift from 2022, and the Electric Vehicle Council reported that charging infrastructure locations increased by 75% last year (a key factor in winning the hearts and minds of consumers), with 812 charging stations now in place across Australia.
However, since March sales have cooled, with April reporting a near 50% fall. The drop being blamed on supply issues, increased competition from China, and cost of living increases.
While it’s too soon to know if the slump is the start of a more general trend (and a signpost for changing perceptions around EVs in Australia) we can take a look where EV sales are occurring.
Where are electric vehicles being sold?
The Australian Capital Territory leads the national EV market with electric vehicles accounting for more than 20% of all new vehicles sold***. This is of course heavily influenced by the government policies encouraging EV use being created in the same Territory.
The Guardian reports, “New South Wales’ EV sales growth was 9%, followed by Queensland – which has the most generous EV rebate scheme in Australia – at 8.3%, and Victoria at 8%. While comparatively low, EV sales in the Northern Territory tripled in 2023.”
Interestingly, 43% of EV sales were in outer metropolitan areas, with inner metropolitan areas accounting for 39%. Tesla Model Y and Model 3 by far outstripped the competition in the field of 99 EVs available in Australia, followed by BYD Atto 3 and MG MG4.
How Experian can help you identify new customers
Whether you’re selling electric or off-road vehicles we can help you identify likely customers based on their attitudes and behaviours. We can analyse your current customer base to understand how to find repeat purchasers or look-a-like customers.
Our extensive digital network can then let you identify those unique audiences with specific messaging, delivered at the right time.
If you’d like to discuss the identification of more customers, then contact us today.
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*https://www.marklines.com/en/statistics/flash_sales/automotive-sales-in-australia-by-month-2023
**https://thedriven.io/2024/06/11/australian-electric-vehicle-sales-by-month-and-by-model-in-2024/