This Report is About the Australian Suv Car Market 2022

Introduction
This report is about the Australian SUV car market and the effect of its advertisement over the
Australian population. Prior to embarking the report, there is a great need to understand that what
an SUV car is about and how it looks and why more and more people in today’s contemporary
era prefers to buy SUV’s (Alenuskin, 2012). Following to this, we are provided with three
different questions about the Australian car market, population change and the recent effects of
the advertisement over the denizens of the state. Firstly an SUV car is that model or segment of
the car that is heavy in built and they are more powerful when compared with hatchbacks or
sedan’s, as they comes with an all wheel drive feature. Now coming to the main point, the report
is about whether the ads that are produced in Australia about SUV cars, really reflects the reality
or is it just to gather or catch the eyes of the potential buyer (Cranswick, 2010). Just for a brief,
have you ever wonder, how a typical SUV car Ad in Australia looks or sounds like? Well, if
consider about the ads that are being produced in the recent while are more that portrays or wants
to convey that SUV’s are another way of living a joyful and blissful life, as you can travel
through the powerful SUV’s to high or beautiful terrains where one can find solitude or other
joys of life. Well in the subsequent paragraphs, we are going to discuss about the questions that
we are presented with.
Critical Analysis
Now the very first question that we are presented here with is, whether there is any notable
change in the Australian population and is this change is responsible or should this change be
taken into consideration while preparing the marketing technique for such SUV cars (Changes in
the Australian market on a population basis, 2015). After dwelling into the deep facts and
information about the recent motor vehicle census, it came into light that there was around 1.8%
increase in the passenger vehicle in all over Australia, however the increase, nowhere mentions
the exact increase or decrease in the number of the SUV cars but when another sources was
taken into consideration, the fact that came out was that the number of SUV’s owner’s has
increased double fold during the last 5 years (EMI, 2016). The main reason why there was an
increase in the SUV owners is mentioned as follows:
 Passenger Seating: Some of the big SUV’s in the market comes with an option of 8
person seating, while most of the SUV’s allows 7 passenger to sit in the car at the same
time, which is why more and more people prefers SUV over any other segment.

 Towing Capacity: Australia is a that big island where people prefer to do more and more
of camping, for which they need to tow their trailers and only a powerful SUV can pull or
tow heavy trailers (Transit 2013, 2013).
 Passenger Safety: Recent trends of road accident in Australia shows that around, 8% of
the road drives in the last two years has lost their lives but surprisingly the scope of
damage was way less, where an SUV car was involved, almost all the people who were
driving an SUV narrowly escaped the accidents, due to the heavy built of the car
(Goldingay, 2013).
The recent changes also depicts that, Australian population now likes to be the owner of the cars
that are luxurious and powerful at the same time. Earlier sedans were considered as luxury but
now more and more people wants powerful engine, so that they can enjoy any weather or any
landscape beauty on the weekends or on the days off, moreover safety has become a major
concern now (Evans, 2016). Marketing companies or the one that sells their product now hires
professional marketing companies that not only sells the feature or the good points of the product
but they actually carries out an extreme study in the market about the needs and demands of the
customer and then they change their marketing plans accordingly. Earlier SUV’s were only
considered to be a car for the peasants for towing and pulling but now time has changed and so
does the mentality.
Now coming to another question, some companies still prefer to feature typical family in their
advertisements, those companies are might not be at any type of disadvantage as most of the
families only prefer to buy SUV’s or any other car as per their family size. The most common
reason of such companies using typical family ads is that they know the human psychology, only
around 40% of the people would buy a car just to fulfill their internal wishes (camping, off
roading, high terrain driving) etc, others buy cars for their family errands, for dropping their
wards to the school or picking them up, or for going to the mart for buying grocery etc, but when
a deeper research was conducted, it came into the light that people’s perception and their
mindsets now a days are shifting towards modernity. Now everyone wants to be an owner of a
car of their dream and for such cars a typical family image might prove out to be disastrous, as
no one would buy a car for off-road driving that has just manifested your little ones on the back
seat and your partner just besides you and the car is being driven on a lovely street on a shiny
day (Sun, 2014). There are some advantages, as well as disadvantages for the companies that
feature such a family for selling out their cars. First we would start with the disadvantages:

 Typical Stereotypes Image: Nowadays people might not want to be look like
stereotypes, they want to enjoy the modern era not only in terms of their demeanor but
also in terms of their possession, hence typical family featuring in such car ads might
attract them not much (Treatment, 2015).
 Only Family Car: Companies that features family in the car ads are usually gives an
impression of such a car as only for family purpose, whereas people nowadays wants to
buy cars that comes with sporty looks and also comes with a variety of use such as cars
that can be used in different terrains are more preferred nowadays.
 Not Powerful Engine: Car companies that still prefer to feature typical families gives an
impression of such a car as not so powerful cars, where as in this era where dominance is
everything, people prefer to go for cars that dominates all other cars on the streets, hence
such cars usually creates an image of only family car in the minds of the ads viewers
( Reviews - Cars. SUV, with a spring in its step. Engineering & Technology,, 2016).
Coming to the advantages, there might not be many of it but still they are worth mentioning:
 Psychological effect: Companies those prefer to feature families in their ads knows how
to manipulate the psychology of the viewers by presenting their car to be more elite and
safer as compared to other cars. Such cars usually attract more and more family oriented
customers.
 More space is a Key: Using a family image for the car typical tries to show that the car
presented in the ad has all the vital and the required space, whether it is the boot space or
the leg room in the car. Hence it is another point why people go for the cars that use
typical families in the ads.
 State of Mind: Another imperative reason of the car companies using families for their
car ads is to indirectly showing that their car is the ideal thing that a person with a family
would enjoy to go on vacations or on long drives with, hence another plus point of turing
a potential buyer into a loyal buyer.
Of late, many advertisements have presented hatch back cars as the perfect cars for a family
having 5 members, but honestly such cars should be ideal only for a professional, who has newly
started his professional life, moreover hatch back cars are the best to kill the traffic congestion,
hence such car ads must not use family oriented image or must not convey any such message that
present such cars suitable for family. Going into a deep analysis, lately an ad was aired that
manifested a newly launched Toyota hatch back, with a typical family featuring in it and it also
presented that this car is the one that is perfect for a small family (Spencer, 2010), and it helps
you to reach your destinations quite early, as it has 4mm turning radius and its power steering
gives it more sleekness and it functions perfectly well in high altitude terrains. Well frankly

speaking, the very first point that a car critic find hard to digest is, why a family oriented person
would buy a hatchback that works perfectly well on high altitude terrains? Probing further, such
car ads must feature a single individual or a pair of two people, whether husband wife or friends.
Hatch back car companies must try to feature people that depicts to be more career oriented, as
such cars are more ideal for people who have newly started their career, or who has just received
their bonus and they wants to buy a car but are low on budget but still they wants to go for
something classy, hence hatch back car companies must try to break the stereotypes and try to
create career oriented image for the hatchback cars (Morel, 2017).
Conclusion
After going through all the sides of the information and the facts, a brief yet a detailed
conclusion has been provided here, well in reality today, SUV cars companies not only try to sell
their cars on their body built but also on their power, in fact some of the car companies in their
recent ads has compared SUV’s with sedan and hatchback, which was to some extent viable too.
All in all today SUV car ads do reflect 90% of the reality, as it is not only a family car but also a
car for fun and leisure or to fulfill a passion.
References
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