Insurance underwriters talk a lot about collecting more granular data on brokers’ clients, but how much more granular can you get than this?
Researchers at the University of California, Davis* have found that you can tell a client’s personality type just by the kind of vehicle they drive.
If your clients drive a pick-up truck for example, they are more likely to be “frustrated” compared to an SUV driver. What if they drive a minivan? You could be insuring the risk of quite the social butterfly.
So what do your clients’ vehicles say about them?
Small cars
These drivers have a strong pro-environmental attitude and prefer higher-density locations such as urban neighbourhoods. They are less likely to think that their car gives them greater travel freedom.
They don’t drive for the fun of it, they drive out of necessity.
These people may work hard, but they are not workaholics. They have higher priorities.
They like to be alone. They seek a higher social status related to wealth and want to show it off.
Small car drivers are more likely to be in clerical or professional jobs and have lower incomes.
Mid-sized car
Mid-sized car drivers are more likely than average to be females or homemakers, and to have higher incomes or larger households.
The same researchers, in another study, also suggest these motorists tend be organizers with a higher household income. They like to be in charge and are possibly mid-level managers.
Large car
Large car drivers tend to be less pro-environment. They are more likely to be males, older or retired people, and part-time employees.
These large car drivers are overrepresented among less educated or lower income people.
The study authors speculate that the large cars driven by these groups may tend to be second-hand.
Luxury car
Luxury car drivers are status seekers, who travel long-distance by airplane a lot. They are more likely to be males, and older or retired people.
They are likely to be highly educated or have a higher income. They have a great disdain for travel. Give them a built-up urban area over a cottage or a farm any day.
Sports car
These adrenalin junkies are adventurous. They’re not calm, they are impatient. They probably have four-year college degrees or lower incomes.
Other research by the university suggests sports car drivers tend to be “status seekers” and young.
Minivan/van
Minivan drivers are calm and sociable. They enjoy driving and are more likely to be females, homemakers, or between the ages of 41 and 64. They tend to have higher household incomes as well as lower personal incomes. Perhaps it goes without saying they tend to have large households, too.
Pick-up truck
Pick-up drivers are a frustrated bunch. They feel less in control and less satisfied with their life. Unlike their small-car counterparts, they tend to be workaholics. They tend to be males, aged 41 to 64 years old, and overrepresented among lower education levels, full-time employees, service-related jobs, middle incomes, and two-vehicle households.
SUV
SUV drivers are less frustrated than their pickup pals. They enjoy short-distance travel, and are aged 40 or younger. They’re usually highly educated or higher income people. Similar to minivan drivers, the SUV driver group has a higher than average proportion in larger households with children.
Research by the same authors suggests these drivers are quite the fitness enthusiasts, choosing to walk or bike. But if they don’t, they will drive because they think it’s the safest mode of transport.
*Source: “What type of vehicle to people drive? The role of attitude and lifestyle in influencing vehicle type choice” by Sandra Choo and Patricia L Mokhtarian of the University of California, Davis
“Neighbourhood design and vehicle type choice: Evidence from Northern California” by Xinyu Cao, Patricia L Mokhtarian and Susan L Handy of the University of California, Davis
