Brand and enjoyment factor key for car buyers with choice | comment

"Pets are more popular than children in Australia. The majority of households no longer have kids in them. It's a long-term shift," says the man who's spruiking the new Mazda MX-5.

It sounds as if David Chalke is joking but he is completely serious. Social analyst Chalke has been researching the Australian psyche for decades and says there have been big changes in the past 10 years.

"There has been a loss of confidence in ‘The System'. You can't trust any of them any more. That's why we have one-hit wonder governments," he says.

"We're really uncertain about the future. We don't know where we're going. Financial uncertainty is entrenched."

You can drive what you are. You can choose your car. You don't get a white Holden

What does that mean for cars and car buyers? "A good name counts for more than ever. That's why brands are more important than ever before," Chalke says.

Not surprisingly, his research shows that Toyota tops the popularity polls because it is safe and secure. It's a brand that people just trust. Mazda is in second position, ahead of Holden, which is nothing new for anyone who knows cars like the Mazda3, CX-5 and the rest.

Chalke also cites the increase in "user choosers", instead of driving a one-car-fits-all company vehicle, as a way for people to find some certainty. "You can drive what you are. You can choose your car. You don't get a white Holden."

He believes a need for enjoyment, especially among the cashed-up young couples and empty nesters who have the big purchasing power in 2015, is good news for driving enjoyment.

"Contemporary vintage style is big," he says. Mazda is paying Chalke to background the MX-5 but he's a believer as well as an owner.

"Roadster is full frontal fun.

"You fang down the road. Two doors is fine. It's my car...I admit it, I've had five MX-5s. And I've got one now."