Since 2005 SUV sales in Europe have quadrupled, from 6 percent of cars sold in 2005 to 23 percent in 2015, and Ford wanted to know why. Their study found that there were three groups who held the main interest in SUVs. These were Modern Mums (mothers with young children), Millennials (17-34 year olds) and Quintastics (active and youthful 50 year olds).
The survey said that a Modern Mum looks for a safe car, which has good performance in a range of weather conditions, and has great looks and style.
Millennials are more focused on image, rather than features as they want a car to be seen in, that has good looks and style, and makes them feel powerful.
Quintastics look at completely different aspects of a SUV, with the main lookout being a high seating position, followed by a car that can be used all weather, and that supports an active lifestyle.