Focus ST - Average income of buyers @ $127k

[Tweak155]

Does this sound really high to anyone else? My guess is this represents household income, but the way it is worded, they are individuals. Also it says 32% are 35 or younger.

Article:
http://www.at.ford.com/news/cn/Pages/YoungerBuyers.aspx

Also $67k average for non-ST people sounds high, but a lot more reasonable.

Also I'm irked the way they word this whole thing, attracting more "affluent" buyers, as though the rest of us are just meh.

EDIT:

So in their official press release, they did specify household income. The mystery has been solved!

Link:
http://www.autoblog.com/2013/11/08/ford-profiles-surprisingly-affluent-focus-st-buyers/

 

[Alienwho]

I believe it. I fall into that category and was very close multiple times on pulling the trigger on an ST.

It appeals to the 25-35 age group male who is out of college and has a good job but are still haunted by their student loan debt (don't have this debt btw). They want to get a car they can enjoy but yet is still practical and gets pretty good gas mileage. They also don't care enough about 'image' to insist on an audi or bmw. They're more savvy than your typical buyer and have been jealous of Europe's hot hatches for years and enjoy the prestige of getting their own.

If I see a guy in an ST I automatically assume he is more intelligent than the average person, enjoys watching top gear and is probably the kind of guy I would be friends with

 

[vi edit]

I'm in that demographic. I'm 35. I ended up going for a base Focus though instead of the ST. I wanted heated seats and leather, and could get that for $18,000 in the "normal" focus. Would have cost me $10,000 more for it in an ST at the time.

The ST is a perfect car for a guy in his 30-something crisis (AKA me) that is hard for a wife to say no to. It's economic, room for car seats/kids, and has a hatch for function. It also happens to be really punchy and fun to drive and can be had for low 20's depending on trim/options.

 

[Tweak155]

I believe it. I fall into that category and was very close multiple times on pulling the trigger on an ST.

It appeals to the 25-35 age group male who is out of college and has a good job but are still haunted by their student loan debt (don't have this debt btw). They want to get a car they can enjoy but yet is still practical and gets pretty good gas mileage. They also don't care enough about 'image' to insist on an audi or bmw. They're more savvy than your typical buyer and have been jealous of Europe's hot hatches for years and enjoy the prestige of getting their own.

If I see a guy in an ST I automatically assume he is more intelligent than the average person, enjoys watching top gear and is probably the kind of guy I would be friends with

I fall under the demographic discussed as well. Kind of a big assumption on that last part, but I always saw it as more of a budget type performance vehicle. Guys making $127k don't need to worry about mileage anyway, unless they're all from a higher CoL area maybe. Location would probably help add to this understanding. Only thing that might make sense is it being a secondary vehicle.

Also $67k sounds high for the non-ST too. Sure $67k isn't a "do whatever you want" salary, but you still have LOTS of options. I would more easily believe the $67k as the ST range. Definitely sub $100k.

I just get this idea someone really threw the scale off... someone pulling in millions and just wanted to take a loan for the car (I imagine this is how they got the info). Lol.

 

[Insomniator]

The age sounds right but the money doesn't. Not for individuals that's for sure.

For household then yeah 127k isn't nearly as much. Actually sounds about right, 20k-30k practical car.

EDIT basically if I was making 127k by myself, I'd be driving like... a 75k porsche or something... but since my household makes 127 combined... i'm driving a Mini lol

 

[Tweak155]

The age sounds right but the money doesn't. Not for individuals that's for sure.

For household then yeah 127k isn't nearly as much. Actually sounds about right, 20k-30k practical car.

EDIT basically if I was making 127k by myself, I'd be driving like... a 75k porsche or something... but since my household makes 127 combined... i'm driving a Mini lol

Haha. $127k combined will still get you quite a bit unless you have kids (even then you have a lot of options), I'm sure you can step up a little

 

[GTaudiophile]

For giggles yesterday I did the research and found our that both the Fiesta ST and Focus ST have the same weightower ratio at about 13 lbs. per HP.

The Fiesta would be a great little city car.

 

[Tweak155]

For giggles yesterday I did the research and found our that both the Fiesta ST and Focus ST have the same weightower ratio at about 13 lbs. per HP.

The Fiesta would be a great little city car.

Ugh, the Fiesta is such an odd placement I think. I don't get why they have both. The size difference isn't THAT much, and the MPG is nearly identical (not sure about ST models).

 

[GTaudiophile]

This is pretty spot on but would tweak if for my situation:

It appeals to the 25-35 age group male who is out of college and has a good job but are still haunted by their student loan debt (don't have this debt btw). They want to get a car they can enjoy but yet is still practical and gets pretty good gas mileage. They also don't care enough about 'image' to insist on an audi or bmw. They're more savvy than your typical buyer and have been jealous of Europe's hot hatches (but don't want to worry about VW unreliability) for years and enjoy the prestige of getting their own.

Together with my gf we are comfortably in this bracket. We live in the city where a small car has its advantages. We are a DINK family with no intention of having kids. Besides the gf had abase Focus recently on a business trip and raved about it. She is a former Golf owner who drives stick but hated the eventual VW maintenance nightmare. I am sure I could convince her of a Focus or Fiesta ST in a heartbeat...should we decide we need a car at all.

 

[GTaudiophile]

Ugh, the Fiesta is such an odd placement I think. I don't get why they have both. The size difference isn't THAT much, and the MPG is nearly identical (not sure about ST models).

For me, living in the city, smaller is better. Even if priced the same, I would take the Fiesta ST over the Focus ST.

 

[Vdubchaos]

still haunted by their student loan debt (don't have this debt btw).

Are you saying "save up for college?" That might take YEARS....

I'm not exactly sure if there is a way around student loan debt

 

[Kaido]

Are you saying "save up for college?" That might take YEARS....

I'm not exactly sure if there is a way around student loan debt

Rich parents or scholarships. I had neither

I really think the student loan issue is going to become an even more crippling force in our economy. You can't expect to have waves of highly-educated workers come in without creating an easy path for them to do so...I know people stuck with $1,000, $2,000, and $3,000-a-month student loan bills who get out of college and only start at $40 or $50k a year...so then you're stuck living at home, using almost your entire paycheck to cover student loans for the next billion years. It stinks!

However, there's not really any way around it. It's a private industry in a capitalistic society, so if you opt for private student loans, you're at the mercy of whatever corporate loanshark you happen to sign up with. I would say more than 50% of my recently-graduated friends IRL are strapped pretty bad with student loans that really affects their daily living. It's terrible. Thank goodness for the Kia Soul! :awe:

 

[Tweak155]

I only had to pay about $15k outside of scholarships / parent money. I guess I was lucky!

 

[ultimatebob]

I wonder what the demographics on Chevy Cruze owners are. I'm thinking married women and men, age 25-40, average family income of 100K, with one or more children.

Basically, the Cruze is the car you buy after you've had your fun with this one, but the one you buy before the minivan

 

[KentState]

Seems really high for the average buyer to be in the 85th percentile.

 

[NutBucket]

I would agree. Doesn't add up.

 

[ponyo]

Are you saying "save up for college?" That might take YEARS....

I'm not exactly sure if there is a way around student loan debt

There are plenty ways around it. It usually involves job, community college, scholarship, or generous parents. I didn't have student loan. My parents took care of it. My sister didn't have one either. I paid for her college. But she went to community college so it was pretty cheap. But I also paid for her apartment, living expenses, and spending money so she wouldn't have to work or worry about money. I know people who graduated from dental and medical schools with zero debt because their parents paid for their undergrad and medical schools. I plan to fully pay for my daughter's college. I already have the money set aside. I have friends who's saving like $2k a month for their infants college fund. They tell me it's their Ferrari fund but for their child.

Back on topic, $127k sounds kind of high but maybe the car attracts above average income buyers.

 

[NutBucket]

But based on how many "low" income buyers there are...I just don't get it.

 

[nerp]

All it takes is one billionare to buy one as a toy to skew the numbers, or am I missing something?

I fall into this demographic and bought a Dodge. Go figure.

 

[KentState]

But based on how many "low" income buyers there are...I just don't get it.

Only 15% of households are over $125k a year. Maybe the ST hits the mark on responsible earners that want a fun car? With all the people driving entry level 3-series and C classes, maybe BMW is soaking up all the "low" income/high prestige buyers.

 

[NutBucket]

Too lazy to do the math but given the sales volume I figure it would take quite a few 1%ers to screw up the average.

 

[KentState]

.... or am I missing something?.

A statistics class?

 

[Tweak155]

But based on how many "low" income buyers there are...I just don't get it.

This is ultimately what I don't get.

Not to mention I would think if you're trading in to buy this thing, and you're over $120k, you probably don't need a loan to begin with. I guess I'd still take a loan if it is a great rate though. I did get 1.84% last time.

 

[mmntech]

I've had my eye on the Fiesta ST. Definitely don't fall anywhere near that income level, because you know I was stupid and got a job in television.

 

[Tweak155]

All it takes is one billionare to buy one as a toy to skew the numbers, or am I missing something?

I fall into this demographic and bought a Dodge. Go figure.

A statistics class?

Actually if only one of them was annually earning $1b and everyone else had $0 annual income, the average would be ~$83k. But I can't imagine that person wasting their time on this car lol.