a
'AUTO
II IN GLASS 8 AUTO TRIM
mi CUSTOM WALL MIRRORS
TIRES & ACCESSORIES
ESTABLISHED 1920
68 YEARS SERVING METRO DETROIT.
MARV SAYS!
BRING
ALL YOUR
INSURANCE
CLAIMS TO
AL'S GLASS
& TIRE '
Our Readers In The Driver's Seat
The latest Scarborough survey reveals what
cars Jewish News readers drive.
PRICE
SERVICE
QUALITY
CARS-THAT'JEWISH NEWS READERS DRIVE
1988 SURVEY
Oldsmobile
pontiac
ford
buick
Chevrolet
cadillac
honda
toyota
chrysler
dodge
Lincoln
mercury
mercedes bent
nissan
Plymouth
volvo
TIRES
Starting at
$ 2 9 9s°
P155/80R13
BATTERIES • TUNE UPS • BRAKES • SHOCKS
1
FREE
WINDSHIELD WIPER BLADES
Windshield Replaced
I With Every
L Most American cars
• Expires 1/31/89
• Auto: Upholstery • Seat Repairs
• Convertible Tops • Rear Window Defoggers
• Canvas or Vinyl •- Sheepskin Seat Covers
• Custom Vinyl Tops • Burglar Alarms
MOBILE AUTO GLASS SERVICE
Windshields
Repaired or
Replaced
LUBE, OIL & FILTER
$12 95*
Most
American Cars
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Expires 1/31/89
MAIN OFFICE
WAYNE
32606 MICHIGAN AVE
721-3700
SOUTHFIELD*
24777 TELEGRAPH
SOUTH OF 10 MILE RD.
353-2500
LINCOLN PARK
3060 FORT ST.
388-0600
Not Chopped Liver
Jewish News readers plan to spend
more than $125 million for new cars in 1989.
Source: 1988 Scarborough-Jewish News Study
A-16
FRIDAY, JANUARY 6, 1989
0.
Good with coupon
5
10
15
20
25
30
PERCENT
ARTHUR HORWITZ
Associate Publisher
Y
our car, so they say,
is an extension of
yourself. Sleek and ex-
pensive. Rusted and frumpy.
Frugal and efficient. Bright
and cheerful.
Where do you fall?
Scarborough Research Cor-
poration surveyed Jewish
News readers earlier this year
on several topics. One related
to car ownership. See how you
measure up against the rest
- of Detroit's Jewish communi-
ty . . .
If you're single, odds are
you're not driving in Daddy's
Oldsmobile. In fact, your dad-
dy may not be driving it,
either. More than 25 percent
of all cars owned by Jewish
News readers are Olds-
mobiles. However, almost half
belong to persons over 65
years of age. No wonder
William Shatner and others
are trying to present a bright,
youtful picture of Oldsmobile
for their children. And while
singles comprise 20 percent of
the Jewish News reader base,
only 11 percent own
Oldsmobiles.
Odds are much better that
the person driving the
Chevrolet or the Nissan is
single. In fact, of those owning
Chevrolets, 27 percent are
single and of those owning
Nissans, 26 percent are
single.
There was a time (not long
ago, either) when a person
driving a foreign car in the
Detroit area was either anti-
union, anti-Big Three or anti-
social. With American
assembly of foreign cars now
blurring some of the distinc-
tions, car' purchasers are em-
boldened. Nearly one-third of
Jewish News readers own a
foreign car, the vast majority
of them with Japanese
nameplates.
Honda and Toyota are at
the top of the list. More than
half of all Hondas are owned
by Jewish News readers bet-
ween the ages of 25-44. And
half of all Toyotas are owned
by readers between the ages
of 45-64.
Nearly 8 percent of all cars
owned by Jewish News
readers are manufactured in
Germany, with Mercedes
Benz accounting for the bulk.
But the most affluent Jewish
News readers own Cadillacs.
Nearly two-thirds of Cadillac
owners have household in-
comes above $75,000 and 60
percent have net worths of at
least $500,000. In com-
parison, 57 percent of Lincoln
Continental owners have
household incomes above
$75,000 and net worths above
$500,000. While nearly two-
thirds of Mercedes Benz
owners have incomes above
$75,000, 51 percent have net
worths above $500,000.
And who is driving the
Cadillacs? Women. 68 percent
of all Cadillacs owned by
Jewish News readers are
women. Mercedes Benz and
Lincoln Continentals are
overwhelmingly driven by
men.
In overall popularity, here's
what Jewish News readers
own:
1st: Oldsmobile
25.5 percent
2nd: Pontiac 17.3 percent
3rd: Ford 15 percent
4th: Buick 13.5 percent
5th: Chevrolet 13 percent
6th: Cadillac 11.1 percent
7th: Honda 9.1 percent
8th: Toyota 8.4 percent
9th: Chrysler 6.7 percent
10th: Dodge 6.4 percent
11th: Lincoln 6.2 percent
12th: Mercury 5.5 percent
13th: Mercedes Benz
•
3.8 percent
14th: Nissan 3.1 percent
15th: Plymouth 2.9 percent
16th: Volvo 2.7 percent
And here's the model year
of the cars they own:
1988: (through May, 1988)
14 percent
1987: 29 percent
1986: 33 percent
1985: 24 percent
1984: 20 percent
1983: 11 percent
1982: 6 percent
1981: 7 percent
1980 or earlier:
20 percent
Are there any car buying
trends for 1989? 32 percent of
Jewish News readers plan on
buying a new car. The ques-
tion is . . . will it be Daddy's
Oldsmobile?