READY TO RIDE

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With nearly 4 million miles of public roads in the United States and 190 million licensed drivers, it's increasingly difficult to find the elusive road less traveled. In fact, the nation's highways and byways are getting even more crowded. Every year Americans purchase 17 million new domestic or imported cars and trucks, while sending just 14 million old heaps to the scrap yard, according to the Bureau of Transportation Statistics. To keep up with this level of consumer demand, automakers in the U.S. crank out between 12 million and 13 million new cars and trucks annually — the most of any country. And despite the fact that those domestic production numbers have remained relatively flat in recent years, the auto industry may see a boost soon enough, as some 33 million Echo Boomers turn 16 between now and 2010. The question is: Who will pay for their new wheels?

CLUNKERS

Median age of cars and trucks in operation in the U.S.:

CARS TRUCKS
• 1970 4.9 years 5.9 years
• 1980 6.0 years 6.3 years
• 1990 6.5 years 6.5 years
• 2000 8.3 years 6.9 years
Source: The R.L. Polk Co./Bureau of Transportation Statistics

A DRIVING BUSINESS

The automotive industry dropped a staggering $10.5 billion on traditional media advertising in 2001.*

Top auto ad spenders in 2001 ($ in millions):

• General Motors Corp. $1,909
• DaimlerChrysler AG $1,375
• Ford Motor Co. $1,217
• Toyota Motor Corp. $755
• Honda Motor Co. $663
* Traditional media includes television, print and radio.
Source: Competitive Media Reporting/Taylor Nelson Sofres

SEE YOU AT THE PUMP

Average fuel rate (miles per gallon):

CARS VANS/PICKUPS/SUVs
• 1975 14.0 10.5
• 1985 17.5 14.3
• 1995 21.1 17.3
• 2000 22.0 17.5
Source: Department of Transportation

EYES ON THE ROAD?

Millions of Americans read car magazines, and not all of them are men.

NUMBER OF READERS (IN MILLIONS) PERCENT FEMALE
• Car and Driver 9.2 13%
• Motor Trend 7.1 12%
• Hot Rod 6.9 16%
• Road & Track 5.5 11%
• Automobile 4.8 19%
Note: Motor Trend, Hot Rod and Automobile are properties of Primedia, which also owns American Demographics.
Source: Mediamark Research, Inc., 2002

DON'T TEMPT THE LAW

One out of every four sports compact cars made in North America last year was silver; only 15 percent were a shade of red.

Percent of vehicles made in North America by select colors, 2001:

SILVER BLACK RED
• Luxury 18% 11% 8%
• Sports compact 25% 15% 15%
• Full/intermediate 25% 10% 13%
• SUV/truck/van 18% 11% 14%
Source: DuPont

LARGE AND IN CHARGE

Metros with highest rates of SUV ownership:

• Denver, CO 31%
• Salt Lake City, UT 29%
• Albuquerque-Santa Fe, NM 28%
• Richmond-Petersburg, VA 28%
• Roanoke-Lynchburg, VA 27%
Source: Scarborough Research

SMOG CITIES

Metros with the greatest number of “unhealthy� air-quality days per year:

• Riverside-San Bernardino, CA 98
• Bakersfield, CA 82
• Fresno, CA 78
• Los Angeles-Long Beach, CA 48
• Houston, TX 42
Source: U.S. Environmental Protection Agency, 2000
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