Rapid growth in the number of 4WD vehicles on city roads has focused attention on the increased danger to other motorists and pedestrians, while studies have identified 4WDs as more ‘aggressive’ vehicles. It may be that this aggressiveness attracts some people to purchase large 4WDs for city use. The people who market these vehicles know that primarily they are bought to reflect a certain self-image associated with the outback. They are promoted as ‘rugged’, ‘muscular’, ‘bold’, ‘tough’, ‘powerful’ and ‘supremely capable’. Yet, aware that they are mostly driven between school, work and shops in the city, the creature comforts are also emphasised with ads suggesting that such vehicles can be ‘thought-provoking’, ‘elegant’, ‘stylish’, ‘refined’ and ‘cosmopolitan’. This study investigates the demographic and attitudinal characteristics of 4WD owners using data from Roy Morgan Research. The data were collected across Australia from 24,718 respondents aged 14 and over during the period October 2003 to September 2004. The study focuses on large 4WDs (such as the Toyota LandCruiser and Nissan Patrol), rather than small and medium sized vehicles, and includes an analysis of drivers of ‘luxury 4WDs’ (such as the BMW X3). In some respects, the profile of city drivers of large 4WDs differs markedly from the general population and other road users. The ‘typical’ city driver of a large 4WD is a male in his forties or fifties in full-time work with a higher than average income, but not in the upper reaches of the income scale. City drivers of 4WDs also tend to be more obese, with two thirds (66 per cent) being overweight or obese compared to 57 per cent of the population overall. In their attitudes, city drivers of large 4WDs are morally more conservative and less community orientated than other drivers. They are more likely to dislike homosexuals; among male drivers of 4WDs in the city, 51 per cent believe that homosexuality is immoral compared to 43 per cent of men overall. They also have lower regard for Indigenous culture and are less sympathetic to public and charitable support for disadvantaged people. While over half (57 per cent) of all Australians agree it is the government’s duty to support those who cannot find work, only 42 per cent of city drivers of large 4WDs concur. These drivers tend to see themselves as rugged individualists who like physical activity. Perhaps with implications for how they drive, they are more inclined to say they sometimes use force to get their way. Much less likely than others to describe themselves as ‘a bit of an intellectual’, they see themselves as being able to fix things when they break down but also admit to being technophobes. The characteristics and attitudes of drivers of luxury 4WDs differ markedly from those of large 4WDs. Three quarters of luxury 4WDs are driven by city dwellers, with just over half (53 per cent) being women and just under half (46 per cent) aged between 35 and 49 years. A quarter of this group earns more than $100,000 per year compared with less than four per cent for the population as a whole. Perhaps reflecting their greater wealth, the members of this group are more than twice as likely as the general population to say ‘I was born to shop’ (33 per cent). And twothirds (65 per cent) say they would normally buy their favourite brand regardless of price, compared with 43 per cent of the population. Although less likely than the overall population to be obese, they are a third more likely to be constantly watching their weight. There are shades of the same moral conservatism apparent amongst city drivers of large 4WDs. Well over half (57 per cent) of all Australians agree it is the government’s duty to support those who can't find work, but only 44 per cent of city owners of luxury 4WDs agree, a figure comparable to their large 4WD counterparts (42 per cent). Luxury 4WD owners go against the trend as to whether the gap between rich and poor is growing. While a large majority (88 per cent) of the general population believe it is so (including 86 per cent of large 4WD owners in the city), only 66 per cent of this predominantly wealthier group believe the gap is widening. Where owners of large 4WDs prefer beer (Australian rather than imported), city drivers of luxury 4WDs prefer wine and spirits. Nearly half (46 per cent) of this group say they like to drink wine with their meals compared to only 28 per cent of the general population. There is a widespread view that the ‘aggressiveness’ of large 4WDs is reflected in the selfishness and belligerent attitudes of those who drive them, at least in the cities. Large 4WDs are less safe, less fuel efficient and less welcome on the roads than many other vehicles. For many other road users, their tough and rugged image is out of touch with the reality of the city streets where many are now driven. The analysis in this paper indicates that owners of large 4WDs are less concerned than most about the impact of their decisions on other members of the community. Thus, although it is widely understood that 4WDs are more dangerous than other vehicles, they are driven in more aggressive ways placing other road users at greater risk. But the individualism of city drivers of large 4WDs suggests that relying on their social conscience to change to safer, less aggressive vehicle s may be less effective than mandatory measures such as special licences and high taxes. (Author/publisher)
Samenvatting