• Twitter
  • Youtube
  • LinkedIn
  • Pinterest
  • Facebook
premier google partner agency microsoft partner advertising agency(234) 380-1650 Contact Us
Hedges & Company
  • Our Work
    • Case Studies
    • Blog Articles
    • About Us
    • Results
  • Digital Marketing
    • Digital Marketing Overview
    • Pay Per Click PPC
    • SEO Plans
    • Programmatic Advertising
    • Website Audit
    • Results
  • Research
    • Automotive Market Research
    • Vehicle Registration Statistics
    • Vehicle Registration FAQs
  • Mailing Lists
    • Automotive Mailing Lists
    • Buy a Motorcycle Mailing List
    • Automotive B2B Lists
    • Automotive SIC, NAICS Codes
    • Mailing List FAQs
    • Mailing Lists >
      • BMW Owners Mailing List
      • Camaro Mailing List
      • Corvette Owners List
      • Electric Car Companies and Hybrid EV Lists for Direct Mail
      • Ford F-Truck Mailing List
      • Ford Mustang List
      • Harley-Davidson Mailing List
      • Jeep Owners Mailing List
      • Volkswagen Audi Recall List
      • Dodge Chrysler Jeep Recall List
      • Kia Recall List
  • Email Services
    • Email Prospecting
    • Email Lists
  • Careers
  • Menu Menu

New BMW Owner Demographics: Income, Age, Gender and More

Market Research
4.5
(17)
Table of Contents hide
1) New BMW owner demographics: average income of a BMW owner
2) BMW owner demographics: average age of a BMW owner
3) BMW owner demographics: gender
4) BMW owners: high percentage of home ownership
5) BMW owner demographics: Presence of children
6) Methodology used in the demographic analysis

We dug into our database of vehicle owners to pull new BMW owner demographics in 2020. Let’s jump right in!

New BMW owner demographics: average income of a BMW owner

BMW owner demographicsThe average household income of a new BMW car or SUV buyer in 2020 is $124,800 per year. To compare that to the US population, the median household income in the United States in 2017 was $61,372. (Important note: we’re comparing two different things. For an explanation of “average” vs. “median” click here.)

There is a lot of variation of MSRP in the BMW product line, so as you can expect there is a lot of variation in the average household income. For instance, in the BMW 7-series, the 2020 BMW 740i has an MSRP starting at $86,450, up to the somewhat rare 2020 BMW Alpina B7 with a starting MSRP of $142,800. The average household income of a new BMW 7-Series buyer is $184,170.

On the other hand, the popular BMW 2020 3-Series has a starting MSRP of $40,750 for the 330i. The average household income of a new BMW 3-Series owner is $116,550.

Note that these are nationwide averages. Geography matters when comparing vehicle ownership and “average household income.” Recently, Kantar Media TGI did research on luxury car owners for the New York Times. They found the average income for a luxury car owner was about $100,000, but that average ranged from $83,891 to $155,548, by state!

Our overall data is pulled from just over 3,000 new BMW owners, with a margin of error of +/-2.5%.

BMW owner demographics: average age of a BMW owner

BMW owner demographics: median ageBuyers of new BMWs owners tend to be older than the general population.

Our data shows that the median age of a new BMW owner is 56 years old, compared to 38 for the US population. The age groups break down like this:
24 years old and younger: 1%
25 to 54 years of age: 40%
55 to 64 years of age: 29%
65 years old and older: 30%

Note that this shows who the vehicle is registered to, not necessarily the primary driver of the vehicle. Our data on the age of a BMW owner is pulled from a total universe of just over 3,000 new BMW owners. This data has a margin of error of +/-2.5%.

BMW owner demographics: gender

BMW owner demographics: genderWe also looked at the gender of new BMW buyers.

New BMW owners tend to skew towards males, at least in terms of who the vehicle is registered to.

Our data shows that 64% of new BMW buyers are male, compared to 36% female. We found very little variation in the mix of male to female buyers across the different new BMW models.

Next, we wanted to drill down to a body style that tends to skew higher for female buyers, the BMW SUV (or, as BMW tries to call them, the “Sports Activity Vehicle®”). For 2020 model years this is the BMW X-Series, from the X1 up to the X7.

BMW SUV demographics: genderThe male/female ratio changes only very little when we look at buyers of new BMW X-Series SUVs. These models range in price from the X1 on the low end (current MSRP $34,950 for a 2020 model) up to the top-of-the-line X7 (starting MSRP $73,900 for a 2020 model). The X7 is also the largest SUV that BMW has ever produced.

We found that buyers of new BMW SUVs are 60% male and 40% female.

BMW owners: high percentage of home ownership

BMW buyer demographics: home ownershipSince BMW owners have a high household income and have an older average age, it’s probably not a huge surprise there’s a high incidence of home ownership.

90% of new BMW buyers own their own home. The remainder rent their home.

To compare this statistic to the US population, the percentage of Americans who own their own home ranges between 64% to 67%. That puts new BMW buyers 23 to 26 points higher for home ownership than the average American.

The median value of a new BMW owner’s home is $317,200.

BMW owner demographics: Presence of children

New BMW buyers apparently don’t have a lot of kids, or they’re grown up and have moved out. 75% of all new BMW buyers don’t have any children in the home, vs. 25% who do have children in the home. As with gender above, we thought we’d look at SUVs, which in general have higher ownership by families with kids. We were a little surprised that the percentages didn’t change much: 74% of new BMW SUV buyers do not have children in the household, compared to 26% who do have children in the household.

Methodology used in the demographic analysis

This data covers owners of new BMW models. The underlying data comes from the master vehicle owner database of 175+ million vehicle owners. This includes large amounts of consumer-level household data, which is linked to vehicle ownership data. This approach to market research gives us a great deal of accuracy when we pull and analyze demographic data because it eliminates survey errors from self-reported data or other types of survey “sampling errors.”

Most of the statistics cited on this analysis have a margin of error of +/-2.5% at a 95% confidence level.

Do you need to reach BMW owners for your auto dealership or auto service business with a postal mailing list? We can help you with that, just give our office a call or click on this button below to fill out a simple form.

Fast List Quote

 

New BMW Owner Demographics: Income, Age, Gender and More was last modified: December 18th, 2019 by admin

How useful was this post?

Click on a star to rate it!

Average rating 4.5 / 5. Vote count: 17

No votes so far! Be the first to rate this post.

Since you thought this post was useful...

Follow us on social media!

We are sorry that this post wasn't useful for you!

Let us improve this post!

Tell us how we can improve this post?

March 1, 2019/by admin
Tags: Analysis and Statistics, Automotive Aftermarket Industry Trends 2018, Automotive Aftermarket Industry Trends 2019, Automotive Aftermarket Market Research, Automotive Aftermarket Trends 2020
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on LinkedIn
  • Share by Mail

Hedges & Company blog

BLOG HOME

Driven by results.
Powered by knowledge.

Blog Categories

  • Aftermarket Analysis (129)
  • Market Research (105)
  • Marketing Articles (113)

Our Latest Articles

  • In With Audience Buying, Out With Media Buying. In With Audience Planning, Out With Media PlanningJanuary 21, 2021 - 4:25 pm
  • Automotive Email Marketing Trends 2021January 14, 2021 - 4:11 pm
  • What is Programmatic Marketing?December 18, 2020 - 2:00 pm

Location

Hedges & Company
5603 Darrow Road, Suite 100
Hudson OH 44236-5015
(234) 380-1650
Hours: 8:30am-5:00pm EST Mon.-Fri.
All company names, brand names, trademarks and logos are the property of their respective owners. BuyerZoom™ and BrandZoom™ are trademarks of Hedges & Company. Copyright 2021 Hedges & Company.

Our Services

  • Digital Marketing
  • Research
  • Mailing Lists
  • Email Services
  • Vehicle Recall Lists
  • In-Market Lists
  • Automotive Direct Mail Advertising

About Us

  • About Us
  • Our Team
  • Careers
  • Case Studies
  • News
  • Privacy & Legal

Our Blog

  • Blog Home Page
  • Aftermarket Trends & Analysis
  • Automotive Market Research
  • Aftermarket Marketing Articles
Auto Parts Industry Analysis: Online Market At $12 Billion in 2019 tesla Tesla Model 3 Demographics: Income, Age, Gender and More
Scroll to top
Fast Quote


    Search Engine Optimization (SEO) on Google or BingPaid Search (PPC) on Google or BingDisplay ads & banner adsEmail marketingGoogle ShoppingNot sure (You can describe what you need at the bottom of the page)


    Immediate! Please get back to me right awayWithin a month1 or 2 monthsJust gathering information for now


    Not being managed, or not doing online marketingManaging in-houseOutside agency


    Having positive ROI: sales vs. budgetIncreasing traffic to my websiteIncreasing brand awarenessCompeting with Amazon or eBayOther (please explain below)


    $5,000 or less$5,000 to $7,500$7,500 to $10,000$10,000 or more

    This form uses Akismet, reCAPTCHA and this quiz to prevent spam and bot submissions.

    Website Audit


      Website SEO AuditDigital Marketing Audit


      Immediate! Please get back to me right awayWithin a month1 or 2 monthsJust gathering information for now

      This form uses Akismet, reCAPTCHA and this quiz to prevent spam and bot submissions.

      SEO Quote


        Base SEO PlanSEO Leader Plan


        Immediate! Please get back to me right awayWithin a month1 or 2 monthsJust gathering information for now

        This form uses Akismet, reCAPTCHA and this quiz to prevent spam and bot submissions.

        Mailing List Quote


          Postal listEmail listOnline digital audience

          This form uses Akismet, reCAPTCHA and this quiz to prevent spam and bot submissions.

          Paid Search


            Google Shopping PlanBasic Paid Search PlaneCommerce LeaderNative or Programmatic Advertising


            Immediate! Please get back to me right awayWithin a month1 or 2 monthsJust gathering information for now

            This form uses Akismet, reCAPTCHA and this quiz to prevent spam and bot submissions.