What your car make says about you
UK Driver Personas
There are different stereotypes associated with drivers of every brand of vehicle on the roads.
From the general assumption that BMW drivers will be careless and aggressive, to motorists behind the wheel of a Nissan or Toyota being patient and slow drivers.
We wanted to know if there was any element of truth to these perceptions.
At First Response Finance, we did some research of our own to determine which driving personas most people associated themselves with.
Using a few simple questions including driving habits in particular situations we managed to categorise drivers into 1 of 4 personas.
We analysed the results paying particular attention to responses from drivers of the UK’s top ten car brands, to see if motorists possess the stereotypes associated with them.
50% of all respondents were a cautious rider.
A cautious driver is best described as someone who is patient, allowing extra time for journeys, sometimes wary of others on the road and worried about parking manoeuvres.
Generally easy-going, they may not always enjoy driving and do it more out of necessity than for fun.
- 100% of Audi drivers
- 100% of BMW drivers
- 100% of Hyundai drivers
- 100% of Peugeot drivers
- 100% of Nissan drivers
21% of all respondents were a speedy competitor.
As the name of this driver persona suggests, speedy competitors are aggressive and impatient when behind the wheel.
Hard and fast on the accelerator, they will do almost anything they can to beat other drivers, treating every journey as a race and frustration arises when they get stuck behind tractors and other slow moving traffic.
- 25% of all Mercedes drivers
Know It All
18% of all respondents were a know it all.
A driver who sticks to the rules of the road, rarely speeding and always indicating whether there’s another car in sight or not.
They can be quick to find fault with others on the road, believing everyone else is an incompetent driver, which leads to frustration and puts them in a bad mood.
- 27% of Vauxhall owners
11% of all respondents were a laidback dreamer.
These are calm drivers, sometimes oblivious to others on the road who don’t let aggressive driving and traffic frustrate them.
These drivers may not be the safest road users as they are partial to distractions.
- 43% of Volkswagen drivers.
Personas of UK’s top 10 car brands
To help identify which driver persona each respondent most represents, they were asked to:
- Select a bumper sticker they’d be most likely to have on their car
- Identify the type of music they’d enjoy whilst behind the wheel
- Reveal their reaction to a slow car and middle lane hogging driver
- Admit their response to being gazumped for a parking space
- Divulge what they perceive to be the main purpose of the horn
Consider whether you agree or disagree with these findings, and if your driver persona matches the common ones associated with each brand presented here.
Images courtesy of iStock.