Demographics

We are forecasting the Alfa Romeo brand sports cars for young professionals, ages 25-29. We expect that at this age, men and women have recently joined the work force, quit being dependent on parents, etc. and will be looking to buy a new vehicle to prove their success and independence in the world. The population of people in their 20s grew by 10.8% between 1995 and 2007 and is expected to reach 43.9 million by 2015 making this a wider target market by the year. This is also an age where the higher percentage does not have children and thus is more likely to spend their money on more “wants” such as vehicles. In fact, consumer expenditure for such things as vehicles and transportation is on the rise.

Consumer Expenditure by Product Type
Transportation: 2000 2005 2007 2010 2015 (in Billions) 989.0 1,069.1 1,114.1 1,131.8 1,286.9


Consumer Expenditure on Transport
Purchase of cars, 1995 2000 2002 2004 2006 2007
Motorcycles & Other 311.5 406.4 436.9 420.1 408.5 414.1



Source: "Consumer Lifestyles in the United States: Consumer Expenditure - Spending on Consumer Goods and Services"
and
"Consumer Lifestyles in the United States: Transport - Spending on Transport"
both found at Passport GMID, Euromonitor International