Tierney on cars and votes

"Your Car: Politics on Wheels:" John Tierney writes in the NYT:

It has always been tempting to think you can figure out who a person is and what he thinks by what he drives. That subject was raised recently by Chely Wright in her country and western hit, "Bumper of My S.U.V.," in which she tells of a "lady in a minivan" giving her a vulgar hand gesture for driving a car with a Marines bumper sticker:

"Does she think she knows what I stand for/Or the things that I believe/Just by looking at a sticker for the U.S. Marines/On the bumper of my S.U.V.?"

The lady in the minivan might not know, but some of the finest minds in market research think they do. By analyzing new-car sales, surveying car owners and keeping count of political bumper stickers, they are identifying the differences between Democratic cars and Republican ones.

Among their findings: buyers of American cars tend to be Republican - except, for some reason, those who buy Pontiacs, who tend to be Democrats. Foreign-brand compact cars are usually bought by Democrats - but not Mini Coopers, which are bought by almost equal numbers of Democrats and Republicans. And Volvos may not actually represent quite what you think.

As Volvo's advertising has stressed performance in addition to safety, more and more Republicans are buying Volvos. The CNW survey last year showed that Democratic buyers of Volvo cars outnumbered Republicans by only 32 percent to 27 percent.

"Volvos have become more plush and bourgeois, which is a Republican thing to be," said Mickey Kaus, a dual expert in politics and cars as the author of the Kausfiles and Gearbox columns for Slate. "Subaru is the new Volvo - that is, it is what Volvos used to be: trusty, rugged, inexpensive, unpretentious, performs well, maybe a bit ugly. You don't buy it because you want to show you have money; you buy it because you have college-professor values."

The CNW survey, which measured political affiliation not just by make but also by model, found that a Jeep Grand Cherokee S.U.V. was more than half again as likely to be bought by a Republican than by a Democrat, at 46 percent to 28. Among Hummer buyers, the Republican-to-Democrat ratio was a whopping 52 to 23...

he survey also found that minivans skewed blue, just as Chely Wright surmised in her song. At first glance, this might seem odd, because Republican car buyers tended to have more children - 3.5 on average, versus 1.7 for the Democratic buyers. Explaining this apparent contradiction offers a look into the increasing exactitude marketers seem to be applying to the question of who drives what.

"You might think with all the kids, they'd want the practicality of a minivan," said Art Spinella, the president of CNW. But practicality was not the Republican customer's highest priority, as Mr. Spinella's company discovered by tracking the customers throughout the buying process.

"There is a certain resistance that male new-car buyers have to minivans even in a household with two or three kids," Mr. Spinella explained. "For the most part, red-state households are more male-dominated when it comes to decision-making for a vehicle. In blue states, it's more of a joint decision-making process." Because the Democratic women get more of a say in the decision, their families end up with more minivans than S.U.V.'s.

,,Midsize and large American cars skew Republican, and so, of course, do big American pickup trucks. That may have something to do with American car companies marketing themselves through one of the great symbols of Republicanism, Nascar, which is enormously popular in the red states.

"Nascar has an American-made-only requirement for cars and a variety of other rules that discourage foreign makers from competing," said Steve Sailer, a conservative journalist who has analyzed the red-blue divide. "Toyota has dipped its toe into Nascar's truck-racing series with its American-made trucks, but there isn't a lot of demand for Japanese participation.

"In truth, a lot of fans would be sore about ending the all-American monopoly. Nascar has become a covert ethnic-pride celebration for red-state whites of Northern European descent." [More]

My published articles are archived at iSteve.com -- Steve Sailer