Is it just a car? Here’s why Americans love their cars from forecasting models and methods Watch Video

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✓ Published: 25-Jun-2024

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Nearly nine in 10 Americans still remember their first car — and 60% of them wish they could go back in time to take better care of it.<br/><br/>A poll of 2,000 U.S. drivers revealed just how dedicated people are to their cars and how dearly they miss what they first drove. Baby boomers (91%) and Gen Xers (89%) especially have a fondness for their first cars.<br/><br/>A clear connection was found between having nostalgia for one’s first car and the temperament of how drivers feel about their current car. Most drivers felt positive for what they currently drive — 38% said they love their current car, while 58% like their car and the utility it serves.<br/><br/>Nine in 10 (90%) “car lovers” were likely to remember their first cars and 71% of them said they would wind back the clock to what they first drove — more so than any other group.<br/><br/>Commissioned by Castrol and conducted by Talker Research, the survey showed “car lovers” were also found to be more likely to name their cars than “car likers” and “car dislikers” (49%, compared to 20% and 14%, respectively).<br/><br/>And over four in five (85%) who have given their car a name have also named “every single car” they’ve ever owned. Just as many said their car matches their personality to some varying degree.<br/><br/>Those who named their car said their car earned its name through its personality (37%), the make and model (29%) or how it performs (21%).<br/><br/>“Car lovers” also have maintenance performed on their vehicles more frequently than needed (29%), are more likely to immediately address warning light issues (38%) and park under shade whenever it’s available (27%) than those who aren’t as passionate as them.<br/><br/>These “car lovers” express their love for their car by giving it regular maintenance (69%), getting it washed and waxed (60%) or taking it out for a leisure drive (45%).<br/>“Cars are more than just vehicles, they give personal freedom and connect people to the world,” said Fabiana Neves, Vice President, Castrol Americas Marketing. “Because of that, there’s an importance people recognize to treat their cars almost as well as they would treat themselves.”<br/><br/>The study of drivers also found 92% believe it’s important to regularly maintain their car, though only a fifth of drivers (18%) have maintenance done to their cars more often than what is recommended. Most (70%) claimed to have maintenance done just as often as is recommended. <br/><br/>Respondents said the most important types of car maintenance to have done are oil changes (75%), tune-ups (40%), tire rotation (35%) and transmission fluid changes (32%). <br/><br/>One in four specified they prefer to change their own oil — while the majority (70%) would rather let the pros do it for them.<br/><br/>To keep their car running smoothly, respondents said they check their oil levels regularly (64%), replace any broken-down parts when they occur (59%) and have the vehicle looked at as soon as the problem results in a suspicious noise (51%).<br/><br/>People also said they determine when it’s time to have their vehicle’s oil changed based on: the number of miles since its last change (68%), when they’re planning a large stint of driving (23%) and how the vehicle feels and performs when running (20%). <br/><br/>“While most people know why their cars need basic maintenance just to run, there’s a clear connection between having a stronger appreciation for vehicles and those vehicles lasting longer and having better performance,” continued Fabiana Neves. “Just like any relationship, when we put in more care and attention to our vehicles, we get the direct benefit of having a vehicle that’s reliable, fun to drive, and gives us that sense of companionship that many might already relate to their first cars.”<br/><br/>TOP 7 WAYS TO SHOW YOUR CAR SOME LOVE<br/>- Give it regular maintenance - 69%<br/>- Have its oil changed - 65%<br/>- Get it washed and waxed - 60%<br/>- Take it out for a leisure drive - 45%<br/>- Get it detailed - 39%<br/>- Decorate it - 24%<br/>- Show it off for friends - 21%<br/><br/>Survey methodology:<br/>This random double-opt-in survey of 2,000 American car owners was commissioned by Castrol between Mar. 19 and Mar. 25, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).