This is James, ex-boyracer, now family-man.

20 years ago James would have bought a hotted up second hand car with alloy wheels and spoiler. But now his tastes, and budget, have expanded.

His better half is pushing for a safe ride for the little one, and a long-lasting warranty in case anything does happen.

For James, space and seating options are now the number one priority – there's no room for a booster seat in a coupe.

"You don't need a V8 for the school run."

James prefers Japanese brands. He feels more confident buying popular car brands and is willing to pay more for comfort and drivability.

James knows how much he wants to spend on his new wheels and his purchase decisions are brand focused, he'd be willing to buy secondhand to get a better brand.

But he's flexible on the trimmings, willing to pay extra for roadside assistance or performance tyres, he's less price sensitive for these necessities.

Key Stats

ACM Total Audience
Australian Reach
  • 46
    Average age
  • $101,000
    Average household income
  • 3.3
    Average household size
  • $162
    Weekly supermarket spend
Source: emma conducted by Ipsos MediaCT | People 14+ for the 12 months ending Jan 2019 | Neilsen DC Feb 2019.