INFLUENCE ON CONSUMERS AJAC’S CANADIAN CAR OF THE YEAR AWARD Consumers’ Feedback: AJAC’s five consumer surveys (1999 – 2013) show that winning the Canadian Car of the Year (CCOTY) award is important to potential buyers of new cars. AJAC’s latest survey of 2013 Honda Accord buyers revealed two significant facts: Maritz Research, on behalf of AJAC and in association with Honda Canada., conducted a survey of 2013 Honda Accord buyers to test their recognition of AJAC and the Honda Accord as winner of the 2013 Canadian Car of the Year award. Good news: 1. 100% of survey respondents knew that the Honda Accord was selected as the 2013 Canadian Car of the Year by the Automobile Journalists Association of Canada. 3. Compared to previous award influence surveys, the awareness level has gone up from 74% (2008) to 100% (2013) 2. 56% of survey respondents said the AJAC Canadian Car of the Year Award had a positive influence in the purchase decision. This shows that the CCOTY awards influence has maintained its position of over 50% . 2002 In 2002, a survey of Nissan Altima buyers showed an awareness of 69.6%. 47.5% of the 2002 Canadian Car of the Year buyers claimed the award’s influence to be "strong to extremely strong". 2005 54.8% of those who purchased a Mazda3 were aware it had been selected as Canadian Car of the Year by the Automobile Journalists Association of Canada Mazda3 buyers confirmed an influence of 58.4%. 2008 74% of the 2008 Buick Enclave buyers were aware that this vehicle had won the Canadian Car of the Year award. Of those buyers, 41% said the award had a positive influence on their buying decision. 2013 100% of Honda Accord buyers indicated that they were familiar to some extent, either very familiar or somewhat familiar with the fact that the Accord had won the Canadian Car of the Year award. 56% of the purchasers polled indicated that the 2013 Canadian Car of the Year Award had some influence or greater. For further information about AJAC, its annual "TestFest, and the Canadian Car of the Year Awards, please contact Beth Rhind, AJAC Manager, 1.905.375.5145, e: [email protected] .