People want safety and practicality from cars and trucks, not power and sex appeal, says Mintel

December 5, 2008

Contrary to popular auto advertising, the majority of Americans view their vehicles simply as functional and safe for getting around. A new Mintel report suggests most people feel responsible and practical—not sexy or powerful—while driving.Mintel asked online survey respondents “How do you feel when you are driving?” and gave them 19 choices for response. Three of the top four feelings chosen by respondents had to do with utility and security: “responsible” (46%), “safe” (40%), and “practical” (37%). (“Happy” was third at 39%.) Near the bottom of the list landed emotions like “powerful” (17%), “fast” (12%), “sexy” (7%), and “rich” (4%).

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