Newspaper article The Evening Standard (London, England)

Revealed: What Your Car Says about You; RESEARCH FINDS DRIVERS WANT A VEHICLE THAT MIRRORS THEIR PERSONALITY

Newspaper article The Evening Standard (London, England)

Revealed: What Your Car Says about You; RESEARCH FINDS DRIVERS WANT A VEHICLE THAT MIRRORS THEIR PERSONALITY

Article excerpt

Byline: DAVID WILLIAMS

RESEARCH published today claims to prove what many suspected for years - you are what you drive.

Scientists questioned thousands of motorists to assess their personality types - and discovered that each type was drawn to specific makes of car.

Ambitious "risk-takers" buy cutting-edge Audis or Alfa Romeos.

Ruthless "aspirationals" choose BMWs or Mercedes. But "thoughtful" motorists - often creative types satisfied with their lot in life - buy Saabs or Peugeots.

The researchers found that far from being guided by economy, speed or performance what drivers really wanted was a car that mirrored their personality.

"It is the first time this kind of research has been conducted," said a spokesman for Wegener DM, a provider of consumer lifestyle data. "It shows that the type of car we drive is based very much on our underlying values as well as our beliefs and our motivations."

The researchers also found that the driver's choice of car was reflected by the newspapers they read, the TV programmes they watched, how they socialised and their overall health and wealth.

WHAT YOUR MAKE OF MOTOR MEANS

Thoughtful

Drives: Saab, Peugeot, Kia, Volkswagen.

Profile: creative, satisfied with their life, hate conformity Reads: The Guardian Interests: arts, theatre, opera Watches: BBC news, Have I got News For You, Frasier, Tomorrow's World Health: eats and drinks in moderation Wealth: unconcerned about money - regularly overdrawn

Risk-taker

Drives: Audi, Alfa Romeo, Mitsubishi Profile: driven by need for self-esteem through achievement Reads: Evening Standard Interests: energetic social life, pubs, clubs, meeting people Watches: The Office, The Osbournes, Graham Norton, Never Mind The Buzzcocks, Big Brother Health: goes to gym, eats healthily Wealth: impulsive spender, lives comfortably on income

Aspirational

Drives: BMW, Mercedes, Range Rover, Jaguar Profile: ambitious, ruthless, adventurous Reads: The Times, The Sun Interests: cinema, dinner parties, sport Watches: Top Of The Pops, Sex And The City, Changing Rooms Health: can't be bothered Wealth: won't budget, finds it difficult to cope on income

Conventional Drives: Volvo, Citroen, Mazda Profile: worries about what others think. …

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