If you drive a Jaguar, Aston Martin or a Bentley, you’ll be voting Conservative; if your car’s a Kia, Daewoo or a Vauxhall, Labour will be getting your vote. But a Volkswagen, Toyota or Land Rover on your driveway means that you could decide (or have helped to decide) the result of the general election.
That’s according to a survey carried out by market research specialists Experian. The survey is based on Experian’s Mosaic system, which takes in 400 data variables including sex, vehicle ownership and political persuasion among others, and filters the UK population into 11 groups and 61 types.
Lexus’s RX300 and Volvo’s XC90 are the most Conservative cars, it says; the Ford Focus and MG ZR (right) the biggest giveaways of support for Labour. If you happen to drive a Land Rover Freelander, however, you’re likely to find yourself torn between the parties.
Eight years ago, Mondeo Man’s swing from right to left gave the Labour party its massive parliamentary majority. This year, Experian claims that Freelander Woman will be the key floating voter – disillusioned suburban mothers.
Data from the Society of Motor Manufacturers and Traders shows that the upper medium sector, to which the Mondeo belongs, has shrunk from 25.2 per cent of the market in 1997, when Labour took power, to 17.9 per cent last year. By comparison, the Freelander’s segment has almost doubled in size, from 3.8 per cent of the market eight years ago to seven per cent last year.
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