FIRM ZEROS IN ON CAR TRENDS
Like to tinker with cars? If so, you are four times more likely to buy a pickup truck than someone who never looks under the hood. Drive only because you have to? That makes you almost twice as likely to own an imported car than someone who regards a twisting road as a driving challenge. These insights are part of what makes J. D. Power & Associates one of the best-known voices in automotive research. As an independent market research firm, the Power organization has attracted attention both because of its concentration on the automotive market and because of its rankings on new-car quality and consumer satisfaction with the auto companies. Its insights into car-buying habits are drawn from a study on the subject that looks into hundreds of personality quirks.