New Car Buyer Demographics 2019

new car buyer demographicsWe get asked a lot of questions about new car buyer demographics so we wanted to do some in-depth data analysis to see who buys new cars in 2019.

Buying a new vehicle is a major household expenditure. It is reported that Baby Boomers purchase 62% of new cars in the U.S. Millennials will soon account for most new vehicle purchases. A new (or used) vehicle is important to a lot of Americans because 85% have a drivers’ license.

SUV demographicsAverage age of car buyers going up

Research published by the Federal Reserve shows the average age of a new car or truck buyer has increased over the past decade. It is now around 53 years old. They also note that among new vehicles buyers, the 55+ age group has a 15 percentage point increase since 2000.

Here are some demographics of new car and truck buyers, pulled from our database of 170+ million vehicle owners. They are buyers of new 2018 and 2019 model year vehicles.

And to clarify a question on these stats that came up in a recent LinkedIn posting, the car buyer demographic stats, as well as our mailing list data, are based on the owner of the vehicle. They do not account for who influenced a purchase.

New car ownership by age 2019

Who’s buying new cars and trucks in 2019? When it comes to car ownership by age, buyers that are ages 25 to 54 purchase most new vehicles. SUV buyers tend to skew a bit older. Here’s a look at car and truck buyer demographics by age group.

New SUV Buyers by Age Group
Age 24 and youngerless than 1%
Age 25 to 5443%
Age 55 to 6426%
Age 65 and up31%
New Sedan Buyers by Age Group
Age 24 and younger1%
Age 25 to 5451%
Age 55 to 6421%
Age 65 and up27%
New Truck Buyers by Age Group
Age 24 and youngerless than 1%
Age 25 to 5450%
Age 55 to 6423%
Age 65 and up26%
New Electric Vehicle (EV) Buyers by Age Group
Age 24 and youngerless than 1%
Age 25 to 5446%
Age 55 to 6422%
Age 65 and up32%
New Plug-In Hybrid Vehicle (PHEV) Buyers by Age Group
Age 24 and youngerless than 1%
Age 25 to 5454%
Age 55 to 6422%
Age 65 and up23%

As shown in the tables below, we did some analysis on car brands with young and older demographic buyers compared, include Jeep, Tesla, Mazda and Volkswagen.

Here is how the age demographics break down for a few selected makes, by age group.

New Mazda Buyers by Age Group
Age 24 and younger1%
Age 25 to 5447%
Age 55 to 6428%
Age 65 and up24%
New Jeep Buyers by Age Group
Age 24 and younger1%
Age 25 to 5455%
Age 55 to 6425%
Age 65 and up19%
New Volkswagen Buyers by Age Group
Age 24 and younger1%
Age 25 to 5446%
Age 55 to 6429%
Age 65 and up24%
New Tesla Buyers by Age Group
Age 24 and youngerLess than 1%
Age 25 to 5445%
Age 55 to 6427%
Age 65 and up27%

New car & truck buyer demographics by income

Two household income groups account for most new vehicle purchases: Under $50,000 per year (mostly single-person households) and $100,000 per year and up (mostly families).

New SUV Buyers by Household Income
Under $50,00031%
$50,000 to $74,99919%
$75,000 to $99,00010%
$100,000 and up40%

New Sedan Buyers by Household Income
Under $50,00039%
$50,000 to $74,99918%
$75,000 to $99,0009%
$100,000 and up34%
New Truck Buyers by Household Income
Under $50,00037%
$50,000 to $74,99920%
$75,000 to $99,00010%
$100,000 and up33%
New Plug-In Hybrid Buyers by Household Income
Under $50,00021%
$50,000 to $74,99912%
$75,000 to $99,00010%
$100,000 and up57%
New Battery Electric (BEV) Buyers by Household Income
Under $50,00020%
$50,000 to $74,99916%
$75,000 to $99,0004%
$100,000 and up60%

The average buyer of a new car, according to the National Automobile Dealers Association (NADA) in 2015, earned about $80,000 per year.

A study by the University of California-Davis showed that in California, people with income over $150,000 per year purchase a third of electric vehicles (EVs) and plug-in hybrid electric vehicles (PHEVs). People with income of $100,000 to $149,000 account for about 20% and people with income of $50,000 to $99,999 per year account for about 27% of these vehicles.

New car buyer demographics: gender

New vehicle by gender varies a lot. For example, the majority of new truck buyers (86%) are male, while SUV buyers are more evenly distributed.

New SUV Buyers by Gender
Female43%
Male57%
New Sedan Buyers by Gender
Female44%
Male56%
New Truck Buyers by Gender
Female14%
Male86%
New Electric Vehicle (EV) Buyers by Gender
Female25%
Male75%
New Pug-In Hybrid (PHEV) Buyers by Gender
Female25%
Male75%

New car buyer demographics 2019 by home ownership

Most new vehicle buyers own their own home.

New SUV Buyers by Home Ownership
Own home93%
Don’t own/rent7%
New Truck Buyers by Home Ownership
Own home93%
Don’t own/rent7%
New Sedan Buyers by Home Ownership
Own home90%
Don’t own/rent10%

In-Market New Vehicle Buyer Audiences

Here is a table showing the estimated monthly audience impressions available for people actively searching for a particular type of vehicle. These are auto intenders, commonly called an “in-market audience.” They’re active online, searching for information about new vehicles and researching various models and makes of new vehicles.

These consumers are visiting OEM websites and automobile dealer websites, looking at vehicle specs and pricing.

We can reach these digital audiences with highly targeted online advertising.

In-Market New Vehicle Buyer Audience Impressions
Compact Cars560,000,000
Convertibles22,000,000
Coupes20,000,000
Crossovers (CUVs)91,000,000
Diesel Vehicles250,000,000
Hatchbacks330,000,000
Hybrid Vehicles300,000,000
Luxury Vehicles430,000,000
Subcompact Cars31,000,000
Pickup Trucks610,000,000
SUVs1,100,000,000
Sedans450,000,000
Sports Cars380,000,000
Station Wagons8,800,000
Minivans10,000,000

Do you need to reach new vehicle buyers, or prospective new vehicle buyers with a postal mailing list? Or do you need vehicle owner market research? We can help you with postal or email conquest lists, and we can help with market research projects. Just give our office a call or click on this button to fill out a simple form. Our new vehicle buyer demographics are pulled from a masterfile of 170 million vehicle owners in the U.S., which is updated monthly and weekly.

Fast List Quote