Odds are that if you're reading this website, you fall into the definition of an "alpha buyer"; the sort of person who spends an unusual amount of time browsing automotive websites and hanging around magazine racks. According to a recent survey by Forrester Research, only 30% of the respondents put themselves in the "enthusiast" or "strong enthusiast" categories, but this minority has an undue influence on new-car buying patterns because of the tendency to share knowledge and opinions with friends, family, and coworkers. Appealing to us car guys is a way to create buzz in an increasingly difficult marketing environment, and it's pretty obvious that the opposite can also occur. The survey data showed that enthusiasm for cars spans virtually all demographic categories, save one - gender.


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