Abstract:

The authors examine how three possible structural changes in the New Zealand auto industry (tariff elimination; importation of well-specified used Japanese cars; and changes to consumers 'meaning of 'value') meant that whilst new cars were become more affordable, by 2001 the car industry was asking: 'Where have all the new buyers gone'? Research identified five buying strategies of private car buyers. Of these, buying 'new' delivers substantially to only two of their overall goals or motivations. The paper discusses communications implications for both the New Zealand auto industry and other markets where the third structural change, in particular, might also becoming an issue.