September 5, 2007


2008 Mitsubishi Lancer has youngest buyers

2008 Mitsubishi Lancer
2008 Mitsubishi Lancer. Click image to enlarge

Photo Gallery: 2008 Mitsubishi Lancer

Toronto, Ontario – The new 2008 Mitsubishi Lancer sedan, introduced in April, has the youngest buyers in the compact car segment, according to a report from the Power Information Network. Lancer buyers have an average age of 34, and 63.4% are male, according to the report.

In contrast, most other compact cars sold in Canada have customers with an average age over 40 with male and female buyers split fairly evenly, says the report. For example, the average age of a 2007 Honda Civic buyer is 43 and 49.4% are male; 2007 Toyota Corolla buyers average 49 years and 44.6% are male; 2007 Mazda3 buyers average 39 years and 50.5% are male; 2007 Ford Focus customers average 48 and 46.7% are male.

“One feature that’s helping the Lancer is Mitsubishi’s comprehensive warranty: 10-year/160,000 km-powertrain; 5-year/100,000-km bumper-to-bumper; and 5-year roadside assistance,” said the report.

The Mitsubishi Lancer is also drawing buyers away from other vehicle brands. “From May to July, only 6.4% of Lancer trade-ins came from Mitsubishi customers, meaning that 93.5% of customers came from other nameplates,” said the report. That’s the highest “conquest” rate in its segment.

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