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In April, Morgan Stanley Research estimated that gasoline purchases ate up 7.6 percent of median household pretax income, up from 5.3 percent two years ago. Wealthy households can more easily afford expensive fuel, so one of Honda's best weapons is customers with deep pockets.
Including its Acura luxury division, Honda has the most affluent U.S. customers of any automaker by far, according to a survey by J.D. Power and Associates. The income survey includes consumers who purchased new vehicles for the 12 months ending in April 2005.
The median household income of a Honda buyer is $87,907. Nissan customers had the second-highest median household income, followed by DaimlerChrysler, Toyota and Ford buyers. About $12,000 in household income separates Honda from GM, which placed last in the income category at $75,888.
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