A select group of "alpha car buyers" have incredible influence over the
American automotive market, according to Forrester Research, Inc. These
automotive enthusiasts may not necessarily be in the market themselves
all that often, but they are "clearly influential" in the buying
decisions made by their friends, neighbors, and family, explained
Forrester Senior Analyst Mark Dixon Bunger.

Twenty-one percent of the folks Forrester surveyed described themselves
as enthusiasts, with nine percent checking the box for "strong
enthusiast." The new research found these alpha buyers are far more
likely to not only keep up on what is happening in the automotive
market, but also to tell everyone else willing to listen. In turn, the
study showed that 67 percent of North American car buyers say advice
from friends is somewhat to very important in their own purchase
decision.

Alpha car buyers are not only interested in autos but are, in general,
what can be called "technology optimists," said analyst Bunger. They
are far more likely to go to automotive Web sites than the general
car-buying public. While they are less sensitive to vehicle price,
alphas are also more savvy about how to find the best incentives and
other deals. Since Alphas are the source of much of the buzz about the
market's hottest products, savvy automakers "have to get good at
spotting these alphas," emphasized Bunger. Chrysler Group marketing
guru Julie Roehm agreed, adding that talking "to this category of buyer
is important to us in terms of (influencing) taste-makers and
trend-setters."

Incidentally, one surprise uncovered by the Forrester study was the
fact that enthusiasts can be found in just about every demographic
category, age, income, education, marital status. The big exception is
gender. Only 26 percent of those who categorized themselves as
enthusiasts were female - 11 percent of all those surveyed. But Bunger
said he suspects that number has likely been growing over the years.
--

Patrick
'93 Cobra