Tools of the Trade Reader Profile October 2009
Tools of the Trade Reader Profile 2009
2
Scope The study covers the following areas related to Tools of the Trade magazine:
Readership and usage of the magazine
Years in the construction industry
Job title and function
Types of projects performed
Involvement in tool purchases and recommendations
Company revenue for 2009
Tool spending
Information sources for tool purchasing decisions
Factors involved in tool purchases
Work vehicles and accessories
Tools of the Trade Reader Profile 2009
3
Method This study was conducted via an Internet survey. A random Nth name sample of 13,909 individual email addresses were drawn from the circulation of TOOLS OF THE TRADE. A total of 869 (6%) completed surveys were returned.
The following pages report on the findings of this study.
Tools of the Trade Reader Profile 2009
4
Results 1. In the course of your profession, are you an active purchaser of tools?
The majority of respondents (94%) are active tool purchasers.
Yes94%
No6%
Tools of the Trade Reader Profile 2009
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2. How many other people (besides you) usually read or look through your copy of Tools of the Trade?
Thirty four percent (34%) of respondents do not pass along their copy of Tools of the Trade, but 27% pass it along to one person and another 21% pass it along to two other people.
5%
3%
10%
21%
27%
34%
0% 5% 10% 15% 20% 25% 30% 35%
None
1
2
3
4
5 or more
Tools of the Trade Reader Profile 2009
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3. About how much time to do you spend on reading or looking through Tools of the Trade?
Fifty three percent (53 %) read Tools of the Trade for more than a 1 hour.
1%
9%
37%
25%
13%
6%
5%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40%
3 hours or more
2.5 to 3 hours
2 to 2.5 hours
1.5 to 2 hours
1 to 1.5 hours
.5 to 1 hour
Less than half hour
Do not read
Tools of the Trade Reader Profile 2009
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4. What actions have you taken as a result of reading Tools of the Trade?
Eighty percent (80%) of respondents have visited a company’s Web site as a result of reading Tools of the Trade, followed by purchased a tool or accessory (72%) and discussed an article or ad with others (64%).
2%
3%
19%
29%
40%
43%
44%
64%
72%
80%
0% 10%20%30%40%50%60%70%80%90%
Visited a company's Web site
Purchased a tool or accessory
Discussed an article or ad with others
Clipped/copied an article or ad for future referene
Shared an article or ad with customers/clients oremployees
Recommended a product to a customer or employee
Contacted the manufacturer's sales person ordistributor for information
Returned a reader service card
No actions taken
Other
Tools of the Trade Reader Profile 2009
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Other: Compared to tools I already have Did own tool comparisons with friends to confirm article features and benefits Entered contest Filed issue I keep the magazines for reference Passed copies on to others Recommended subscribing to your magazine Thought about tools Tried new things or ways of doing things
5. How interested are you in reading the following in industry magazines?
(Please check one rating for each where 5 is very interested and 1 is not at all interested.)
Readers are very interested in tool tests (4.52), other product reviews (4.51) and new product information (4.47).
3.60
3.72
3.83
4.33
4.47
4.51
4.52
0.00 1.00 2.00 3.00 4.00 5.00
Tool tests
Other product reviews
New product information
Practical how-to information
Safety information
Industry trend updates
Tool reviews
Tools of the Trade Reader Profile 2009
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6. How long have you been in the construction industry?
Eighteen percent (18%) of respondents have been in the construction industry 30 – 34 years. More than half (55%) have been in the industry 25 years or more.
2%
2%
5%
12%
18%
16%
12%
12%
11%
7%
3%
1%
0% 5% 10% 15% 20%
Less than 2 years
2 - 4 years
5 - 9 years
10 - 14 years
15 - 19 years
20 - 24 years
25 - 29 years
30 - 34 years
35 - 39 years
40 - 44 years
45 - 49 years
50 years or more
Tools of the Trade Reader Profile 2009
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7. Which one of the following most closely matches your job title?
The majority of the respondents (69%) are owner/partner/president of their company.
7%
2%
2%
2%
2%
2%
3%
4%
4%
5%
69%
0% 10% 20% 30% 40% 50% 60% 70%
Owner/partner/president
Foreman/crew chief
Subcontractor
Project manager
Construction supervisor
Educator/instructor
Sales
Crew member
Purchasing director
General manager
Other
Tools of the Trade Reader Profile 2009
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Other: All of the above Bookkeeper Building Inspector Building manager Buy, repair, sell property Cabinet installation contractor Chief Operating Officer Consultant Design/sales manager Distribution & Merchandising Electrician Electrical Inspector / Contractor Engineer Engineering Director Engineering project monitor Facilities manager Farm manager Ohio State university General contractor/Handyman Homeowner I do purchasing and product research and my husband owns his own contractor business Industry manufacturer Job Planer Manufacturer Manufacturing Engineer Municipal Code Official (former Electrical Contractor) Owner Owner & crew member Owner / Operator / Worker Owner operator Owner, electrician Owner/operator Planner/scheduler Product Engineer Production control director Purchasing Regional maintenance manager Rehaber Research Residential remodeler Semi retired owner Shop/Yard Supt. Small do everything myself contractor Supplier Supply Wholesaler, w/ many hats Union carpenter, small building +remodeling side jobs User/supplier Vice president Working / President of small company
Tools of the Trade Reader Profile 2009
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8. Which one of the following best describes your primary job function?
Thirty two percent (32%) of respondents primary job function is building/remodeling, followed by general contracting (15%) and repair/maintenance (13%).
9%
2%
2%
6%
7%
7%
8%
13%
15%
32%
0% 5% 10% 15% 20% 25% 30% 35%
Building/remodeling
General contracting
Repair/maintenance
Remodeling only
Subcontracting
Sales/distribution
Commercial construction
Education
Building only
Other
Other:
Assembly design Bookkeeper Build custom home furniture Cabinet installation Cabinet maker Cabinet making and building restoration. Concrete construction
Construction inspections Consulting engineer/contractor Craftsman of decorator items and finish trim Custom cabinets and remodeling Custom fabrication Custom wood & metal work Custom Woodwork
Tools of the Trade Reader Profile 2009
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Design and build Electrical / General contractor Electrical contractor Engineer Engineering Everything Field support Fine woodworking General contractor with the majority of the
work being done in house Government Government-building official Hand tool manufacturer Home repair, handyman Homeowner HVAC Installs & Service I purchase tools and supplies for State of
Arkansas facility I'm in all throughout the year Industrial Manufacturing Integration of alternative energy systems. Landscape Const & Manufacturer of
equipment Landscape Construction Landscape installation and Maintenance Landscaping design/build/maintain Landscaping with stone and water. Manufacturer of Power Tools Manufacturing Marketing
Now we manufacture, we use to build homes.
Operations, Sales, Purchasing, Commercial, Residential
Painting Painting Contractor Painting with some repairs Preservation Product development, improvement Project Management, quality/regulatory Rehab Remodeling / repair Remodeling and custom woodworking Remodeling/repair/maintenance Repair and remodeling Research Research Support Shop Manager Retail sales of building materials and
supplies Retail tool sales Roofing specialty and General Contractor,
Design/Build Sales and Marketing Service plumbing Theatre construction Trucking materials We do whatever it takes nothing too big or
too small; our main objective is pleasing the customer. Have survived for years on 100% referrals.
Well known builders, educators, innovators.
Tools of the Trade Reader Profile 2009
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9. Which of the following types of projects do you do?
Seventy percent (70%) of respondents perform carpentry: finishing (70%), followed by woodworking/cabinetry and carpentry: framing (62% each) and drywall (53%).
5%
21%
23%
38%
38%
43%
46%
48%
48%
48%
53%
62%
62%70%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Carpentry: finishing
Woodworking/cabinetry
Carpentry: framing
Drywall
Flooring
Painting
Electrical
Siding
Plumbing
Concrete/masonry
Roofing
Metal/welding
HVAC
None of these
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10. Are you involved in purchasing/recommending tools for your company?
The majority of those surveyed (98%) are involved in purchasing/ recommending tools for their company.
Yes98%
No2%
11. Do you own a woodworking shop that you use as part of your business or for
personal use?
Sixty seven percent (67%) of respondents own a woodworking shop for business and/or personal use.
Yes67%
No33%
Tools of the Trade Reader Profile 2009
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12. Which of the following apply to you?
The majority of respondents have Internet access (96%) and use a cell phone for work (93%). Seventy five percent (75%) use a desktop computer for work.
0%
28%
54%
64%
75%
93%
96%
0% 20% 40% 60% 80% 100%
Have Internet access
Use a cell phone for work
Use a desktop computer for work
Have viewed a work-related webvideo or webinar
Use a laptop computer for work
Own an iPod
None of the above
Tools of the Trade Reader Profile 2009
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13. Approximately how much time do you spend on the Internet weekly for work?
Twenty four percent (24%) of respondents use the Internet 5 – 10 hours per week, followed by 3 – 5 hours (21%) and more than 10 hours per week (19%).
1%
6%
14%
15%
21%
24%
19%
0% 5% 10% 15% 20% 25%
None
Less than 1 hour
1 - 2 hours
2 - 3 hours
3 - 5 hours
5 - 10 hours
More than 10hours/week
Tools of the Trade Reader Profile 2009
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14. What types of content would you be interested in viewing in a web video, webinar or online instructional webcast?
Respondents would be interested in viewing tool/product demonstration (81%) web video, webinar or online instructional webcast, followed by installation/training (72%) and product review (63%).
1%
9%
15%
22%
31%
36%
37%
63%
72%81%
0% 20% 40% 60% 80% 100%
Tool/product demonstration
Installation/training
Product review
Safety
Design
Business process/small business tips
Sales & marketing how-to
Employee/HR trainingNot interested in vewing web video, webinar
or online instructional webcastOther
Other:
Currently I just use a dial up and web video just doesn't work well for me. I might upgrade (again) to a DSL but not anytime soon.
Energy Code Compliance and Installation Tools Pricing, estimating, invoicing etc.
Tools of the Trade Reader Profile 2009
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15. How many employees does your company have – including both full and part time?
Twenty six percent (26%) of respondents employ only themselves, followed by 1 – 2 employees (25%) and 3 – 5 employees (21%).
26%
25%
21%
8%
20%
0% 5% 10% 15% 20% 25% 30%
None (owner(s)only)
1 - 2
3 - 5
6 - 10
More than 10
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16. Approximately what percentage of your company’s 2009 revenues came from the following? (Total must equal 100%.)
Respondents said that forty three percent (43%) of the 2009 revenues came from remodeling projects: residential, followed by new construction projects: residential (20%) and new construction projects: commercial (11%).
12%
4%
10%
11%
20%
43%
0% 10% 20% 30% 40% 50%
Remodelingprojects:
residential
New constructionprojects:
residential
New constructionprojects:
commercial
Remodelingprojects:
commercial
Sales/distributionof tools
Other
Tools of the Trade Reader Profile 2009
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17. What is your company’s estimated total revenues (including labor and materials) in 2009?
Nineteen percent (19%) said their company’s estimated total revenues in 2009 are less than $50,000. Sixty eight percent (68%) of companies have revenues in excess of $100,000. Half of those companies (34%) have revenues in excess of $500,000.
19%
15%
15%
9%
6%
4%
5%
6%
8%
5%
10%
0% 5% 10% 15% 20%
Less than $50,000
$50,000 - $99,999
$100,000 - $199,999
$200,000 - $299,999
$300,000 - $399,999
$400,000 - $499,999
$500,000 - $749,999
$750,000 - $999,999
$1.0 - $1.9 million
$2.0 - $4.9 million
$5.0 million or more
Tools of the Trade Reader Profile 2009
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18. Does your company provide tools to its employees for use on jobsites or are the tools purchased by the users?
Nearly half (49%) of the companies surveyed said that tools are both provided to employees and purchased by the users, followed by company supplies (28%).
6%
18%
28%
49%
0% 10% 20% 30% 40% 50%
Both
Company supplies
Neither/does notapply
Purchased byusers
Tools of the Trade Reader Profile 2009
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19. About how much do you spend on tools per year – including tools for both personal and work use?
Thirty six percent (36%) of respondents spend $1,000 - $2,999 on tools per year, and sixty four percent (64%) spend more than $1,000 a year.
2%
11%
21%
36%
15%
15%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Less than $250
$250 - $499
$500 - $999
$1,000 - $2,999
$3,000 - $4,999
$5,000 or more
Tools of the Trade Reader Profile 2009
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20. How important are each of the following information sources in your tool purchasing decisions? (Please check one rating for each, where 5 is very important and 1 is not at all important.)
Trade magazines (4.07) are the most important source of information in tool purchasing decisions, followed by word of mouth (3.88) and local distributors/dealers (3.55).
2.69
2.80
3.01
3.11
3.43
3.50
3.53
3.55
3.88
4.07
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50
Trade magazines
Word of mouth
Local distributors/dealers
Other industryprofessionals
Manufacturer web sites
Trade web sites
Consumer magazines
Trade shows/conferences/seminars
Product sales people
Books
Tools of the Trade Reader Profile 2009
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21. How many different brands of tools do you own (e.g. Porter Cable, Stanley, DeWalt, Craftsman, etc.)?
Twenty six percent (26%) of respondents own 5 – 6 different brands of tools, and eighty five percent (85%) own more than 5 brands.
0%
2%
13%
26%
18%
22%
8%
4%
8%
0% 5% 10% 15% 20% 25% 30%
0
1 - 2
3 - 4
5 - 6
7 - 9
10 - 12
13 - 19
20 - 24
25 or more
Tools of the Trade Reader Profile 2009
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22. Roughly what percentage of your 2009 tool purchases were made at the following supply sources?
Twenty nine percent (29%) of 2009 tool purchases were made at warehouse home centers (i.e. The Home Depot, Lowe’s), followed by specialty tool store or distributor (19%) and the Internet (17%).
2%
2%
3%
4%
5%
6%
13%
17%
19%
29%
0% 5% 10% 15% 20% 25% 30%
Warehouse home center (i.e. The Home Depot,Lowe's)
Specialty tool store or distributor
Internet
Lumberyard or building material dealer
Wholesale distributor
Hardware store
Catalog
Direct from manufacturer
Department store (Sears, K-Mart, Wal-Mart)
Other
Tools of the Trade Reader Profile 2009
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23. Which of the following tools and equipment did you purchase in 2009, or plan to purchase in 2010?
Power Saws Purchased in
2009
Plan to Purchase in
2010 Did not buy/no
plans to purchase circular saws/sidewinder 27% 12% 65% circular saws/wormdrive 15% 8% 79% compound miter saws 19% 11% 71% contractor table saws 11% 16% 74% dual sliding compound miter saws 15% 18% 68% metal-cutting saws 18% 16% 68% portable table saws 14% 15% 73% reciprocating saws 34% 16% 54% sliding compound miter saws 11% 11% 80% tile saws 19% 14% 69% trim saws 16% 13% 73% Drill/ Drivers and Screwguns corded autofeed screwguns 10% 8% 83% corded demolition hammers 12% 10% 80% corded drill/drivers 22% 13% 70% corded drywall screwguns 10% 4% 87% corded hammerdrills 20% 12% 71% corded right-angle drills 11% 10% 81% corded rotary hammers 15% 10% 77% Cordless Tools cordless circular saws 24% 14% 64% cordless compound miter saws 3% 2% 95% cordless drill/drivers 53% 29% 28% cordless hammerdrills 23% 13% 68% cordless hand-held planers 3% 8% 90% cordless jigsaws 12% 12% 77% cordless reciprocating saws 24% 16% 64% cordless right-angle drills 8% 10% 83% cordless rotary hammers 6% 8% 88%
Tools of the Trade Reader Profile 2009
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Planers, Joiners, Routers Purchased in
2009
Plan to Purchase in
2010 Did not buy/no
plans to purchase fixed-base routers 16% 11% 74% hand-held power planers 12% 10% 78% laminate trimmers 13% 9% 79% plate joiners 6% 6% 89% plunge routers 12% 13% 76% portable planers 5% 7% 88% rotary cutters 7% 7% 88% rotary cut-out saws 7% 7% 87% router tables 7% 13% 80% Sanders and Grinders angle grinders 28% 15% 62% belt sanders 18% 15% 69% detail sanders 14% 9% 78% pad sanders 16% 8% 77% random orbit sanders 25% 17% 60% Pneumatic Tools brad nailers 31% 13% 59% construction staplers 17% 9% 74% finish nailers 27% 12% 63% flooring nailers 8% 6% 86% framing nailers 18% 13% 71% hoseless/cordless nailers 9% 12% 81% portable air compressors 25% 15% 62% positive placement nailers 6% 8% 88% roofing nailers 8% 6% 87% roofing staplers 4% 4% 93% siding nailers 6% 8% 87% Miscellaneous Equipment ladders 38% 27% 43% portable generators 16% 17% 68% pump jacks 5% 5% 91% staging 9% 7% 84%
Tools of the Trade Reader Profile 2009
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Levels and Electronic Measuring Purchased in
2009
Plan to Purchase in
2010 Did not buy/no
plans to purchase electronic measuring devices 22% 16% 65% laser line levels 24% 15% 63% rotating laser levels 14% 17% 72% spirit (bubble) levels 27% 11% 65% Hand Tools chisels 43% 22% 43% clamps 49% 25% 36% concrete/masonry tools 34% 15% 57% cutters/snips 44% 18% 47% drywall tools 34% 13% 59% hammers 42% 17% 51% knives and scrapers 56% 23% 34% pliers/wrenches 51% 21% 39% prying/demolition bars 41% 17% 50% squares/layout tools 42% 16% 50% tape measures 65% 30% 22% tile tools 23% 13% 70% tool pouches 29% 20% 57% trowels 28% 11% 68% finish staplers 16% 9% 77% Safety Equipment ear protectors 58% 32% 31% fall protection harnesses 20% 14% 71% first aid kits 41% 26% 47% hard hats 30% 14% 65% knee pads 41% 23% 46% safety glasses 62% 35% 28% work gloves 71% 43% 16% Accessories and Supplies drill bits 81% 53% 6% saw blades 80% 53% 5% tool guides 31% 22% 61%
Tools of the Trade Reader Profile 2009
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24. Did you purchase any lithium ion cordless tools in 2009?
Nearly half of the respondents (48%) purchased lithium ion cordless tools in 2009.
Yes48%No
52%
Tools of the Trade Reader Profile 2009
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25. How important are each of the following factors when you are purchasing tools? (Please check one rating for each, were 5 is very important and 1 is not at all important)
Quality (4.80), durability (4.70) and precision (4.59) are the top three factors used in tool purchasing decisions.
2.993.47
3.653.95
3.994.01
4.124.164.27
4.304.454.49
4.594.704.80
0.00 1.00 2.00 3.00 4.00 5.00
QualityDurabilityPrecision
Performance featuresEase of handling
Manufacturer reputationVersatility of tool
AvailabilityEase of maintenance
PriceService
WarrantyLatest technology
Manufacturer promotionsVisually pleasing design
Tools of the Trade Reader Profile 2009
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26. What types of vehicles do you drive for work-related travel?
Two thirds of respondents (67%) use a pickup truck for work-related travel, followed by van (26%), sport/utility and crew cab (16% each).
6%
7%
13%
16%
16%
26%
67%
0% 10% 20% 30% 40% 50% 60% 70%
Pickup truck
Van
Sport/utility
Crew cab
Car
Rack/flat bed/stake bed
Other
Other: 73000# crane trucks 8x16 job trailer ATV, tractor Bike to My shop 1/2 mile Box truck Box van Bucket truck Chevrolet 3500 cube van Covered work truck Dump truck KUV Motorcycle
Panel van & cargo trailer Pickup with custom work box Pickup with Leer shell Planning to switch to pickup or SUV to pull a
trailer Ready van Service body truck Service/utility body Small van Step van Trailer Walk in van
Tools of the Trade Reader Profile 2009
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27. What accessories are on the vehicles you drive for work-related travel?
Bed liner (54%), tool box (46%) and trailer (44%) are the top three accessories on vehicles used for work-related travel.
6%
3%
6%
8%
18%
23%
23%
40%
44%
46%
54%
0% 10% 20% 30% 40% 50% 60%
Bed liner
Tool box
Trailer
Ladder rack
Pickup cap/box cover
Racking/storage system
Van shelving
Service body with storage
Winch
Roll-out bed
Other
Other:
All equipment is stored in the large van Bback pack tool box, equip fuel tank
w/pump Bed cover Behind the seat storage. Custom self-made. Camper shell General tool Lift gate
Looking for better ways to organize Lumber rack None Plow, automatic tire chains SUV, I sell tools Travel use rentals Van Tool Boxes & Cages
Tools of the Trade Reader Profile 2009
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28. What makes of vehicles do you drive for work-related travel?
Forty five percent (45%) of respondents use Ford vehicles for work-related travel, followed by Chevrolet (33%) and Dodge (18%).
8%
1%
2%
4%
12%
15%
18%
33%
45%
0% 10% 20% 30% 40% 50%
Ford
Chevrolet
Dodge
GMC
Toyota
Nissan
Jeep
Isuzu
Other
Other:
BMW BUICK Diesel....I would drive a
Toyota if they made a diesel pick-up
Freightliner Harley Davidson Honda Honda Accord Honda Element Honda Ridgeline
Hyundai IHC Infiniti Kia Lexus Mack Mazda Mercedes Mercedes/Freightliner Mitsubishi Mitsubishi Dump Truck
Nissan is the best None Rover Saab Saturn Subaru Forester Trek brand bike
restoring IH pick up Volkswagen Volvo
Tools of the Trade Reader Profile 2009
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29. If you had to choose a new vehicle for work-related travel, what make(s) would you most likely consider?
When choosing a new vehicle for work-related travel, respondents would most often choose Ford (54%), followed by Chevrolet (36%), Toyota and GMC (26% each).
4%
1%
2%
7%
18%
26%
26%
36%
54%
0% 10% 20% 30% 40% 50% 60%
Ford
Chevrolet
Toyota
GMC
Dodge
Nissan
Isuzu
Jeep
Other
Other:
Any Auto manufacturer not bailed out by or support by the U.S. government.
BMW Dodge Sprinter Diesel Honda Hyundai I care about quality and durability and ease
of maintenance
IHC Mercedes Mercedes/Freightliner Sprinter Van Subaru Subaru Forester Volkswagen What we can afford