Off-road with Vertis’ auto research

This should give pause to marketers who rely on purchasing-behavior research: The top-line finding of Vertis’ “proprietary Customer Focus 2005: Automotive Study” reveals that “the number one reason for many consumers to buy a new car is simply because they want one.” Uh … yeah?! (Other reasons listed include “need one for work” and “current auto mechanical problems.”) Other findings by the Baltimore, Md., researcher are less obvious and more suspect. For instance, the report says 24 percent of single Gen Y men plan to purchase a new vehicle in the next year.