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 Good with coupon only 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?