Market Intelligence: Kern County's new vehicle market
| Saturday, Aug 29 2009 02:15 PM
Last Updated Saturday, Aug 29 2009 02:15 PM
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Felix Adamo / The Californian Many a man's dream car, the Porsche Cayman S, at Porche of Bakersfield in the Auto Mall.
Driving the market share
The economic crisis slowed auto sales considerably. However, more than 16,000 new vehicles (cars, trucks, SUVs, etc.) were sold during July 2008 through June 2009. The following table ranks the dealers and market share based on the number of vehicles sold from July 2008 through June 2009, according to Cross-Sell’s new car sales report.
Dealer Market Share percentage
Three Way Automotive 12.7
Bill Wright Toyota 12.3
Jim Burke Ford 10.3
Barber Honda 8.0
Motor City 6.7
North Bakersfield Toyota 6.0
Nissan of Bakersfield 5.0
Haddad Dodge Kia 4.5
Bakersfield Chrysler Jeep Mazda 4.1
BMW of Bakersfield 3.8
Mercedes Benz of Bakersfield 3.7
Family Motors 3.6
Holiday Ford Lincoln Mercury 3.2
Motor City Lexus 2.5
Saturn of Bakersfield 2.1
Bud Eyre Chevrolet Buick 1.8
Bakersfield Mitsubishi 1.7
Delano Family Motors 1.5
Richland Chevrolet 1.0
Bakersfield Audi 0.8
Family Chrysler Jeep Dodge 0.8
Kieffe & Sons Ford 0.8
Taft Chevrolet Buick Pontiac 0.8
Jim Charlon Ford 0.8
Superior Acura 0.7
Jim Burke Lincoln Mercury Jaguar 0.7
Vehicles per household
Cars, trucks and SVUs are in almost every home in Kern County. In fact, 64 percent of households in Kern County own more than one vehicle. The table below shows the number of vehicles in Kern County households (Scarborough Research, 2009 R2).
Number of vehicles household owns Percentage of adults
1 25
2 36
3 18
4+ 11
None 10
Top brands
The list below ranks the top auto makes and the percent of owners (Scarborough Research, 2009 R2).
Make of any vehicle owned or leased in household Percentage of adults
Ford 26.2
Chevrolet 24.1
Toyota 23.1
Honda 11.3
Dodge 10.5
GMC 8.8
Nissan 7.8
Saturn 4.2
Jeep 4.1
Mazda 3.3
Buick 3.2
Hyundai 3.2
Pontiac 2.8
Kia 2.7
Mitsubishi 2.6
Volkswagen 2.6
Lexus 2.5
Chrysler 2.4
Lincoln 2.4
Mercury 2.4
Cadillac 2.0
Mercedes 1.7
Oldsmobile 1.5
BMW 1.4
Suzuki 1.3
Acura 1.1
Plymouth 1.1
Isuzu 0.7
Subaru 0.7
Hummer 0.6
Daewoo 0.5
Geo 0.5
Infiniti 0.4
Porsche 0.4
Saab 0.4
Jaguar 0.3
Volvo 0.2
Older cars
80 percent of households have vehicles older than five years and 49 percent are older than 10 years. The table below shows the model year and the percent of owners (Scarborough Research, 2009 R2).
Model year of any vehicle owned or leased in household Percentage of adults
1998 or older 48.6
1999 10.5
2000 11.7
2001 10.8
2002 9.4
2003 10.7
2004 12.2
2005 14.8
2006 14.2
2007 11.2
2008 10.1
2009 0.8
The auto market
10 percent, or 58,154 adults, plan to shop for a new vehicle in the next 12 months, with most looking to buy a full and midsize vehicle. Only 7 percent plan to buy a compact car. The table below shows the types of vehicles shoppers plan to buy or lease (Scarborough Research, 2009 R2).
Type of new vehicle buyer plans to buy or lease in the next 12 months Percentage of vehicle shoppers
Midsize car 17.4
Compact car 6.8
Pickup truck 15.9
Sport utility vehicle 21.8
Luxury vehicle 16.6
Full-size car 16.5
Van or mini-van 5.0
The budget
More than 52 percent of auto shoppers plan to pay $20,000 to $30,000 for their next new vehicle. This is not a surprise given the types of vehicles most shoppers are considering. The table below shows the amount shoppers plan to pay.
Amount buyers plans to pay for new vehicle next 12 months Percentage of vehicle shoppers
Under $10,000 7.6
$10,000 - $14,999 5.9
$15,000 - $19,999 8.4
$20,000 - $24,999 20.2
$25,000 - $29,999 32.7
$30,000 - $34,999 10.6
$35,000 - $44,999 6.9
$45,000 or more 7.8
The reputation
Primary reasons why buyer used a dealer to buy/lease their last new vehicle Percentage of vehicle shoppers
Reputation of dealer 20.9
Selection of makes/models 15.7
Price - value 14.6
Service 12.9
Financing through dealer 12.2
Other reason 9.4
Location 7.2
Warranty 7.0
Sources: Scarborough Research (2009 R2), Cross-Sell “New Vehicle Market Analysis”, Bureau of Labor Statistics, and The Bakersfield Californian Market Research.
