With the highest auto theft months of July and August approaching, the results of a survey announced June 24 reveal that Americans need to do more to protect their vehicles from theft—which presents an opportunity for automotive dealers to increase sales of theft protection devices. According to the study, while the majority of Americans exercise common sense measures, many have no theft protection or vehicle recovery products, which are essential to combat today’s sophisticated car thieves. The survey was conducted by an independent research firm and funded by LoJack Corporation.
According to the survey, when it comes to common sense tactics, the news for consumers is good. More than 75 percent say they always lock their car and close the windows completely, 70 percent say they hide their valuables from view, and 55 percent say they always park in a well-lit area.
The bad news for consumers can be good news for dealers. Fully 43 percent of Americans have no theft protection system in their vehicle, such as vehicle recovery systems, satellite tracking systems, alarms, kill switches, locks on the steering wheels, brakes or wheels, or theft prevention decals.
And, according to the survey, the ugliest consumer data point of all reveals that slightly more than one third of
drivers (34 percent) admit they sometimes leave their vehicle running unattended to warm it up, cool it down or do a quick errand, with 50 percent of 18–24 year olds exercising this risky habit—thus making their cars an easy target for thieves.
According to the survey, dealers should educate their customers about what just may be a common misconception of who is behind vehicle theft and what it really takes to protect a vehicle today. More than 50 percent of respondents correctly identify organized crime or auto theft rings as the force behind most vehicle thefts; however, 39 percent think it is simply the teenager out for a joyride.
“The fact that so many people think auto theft is the result of a teenager looking to take a quick spin is very revealing and may explain the lack of theft protection people have today,” said Donna Driscoll, vice president of global marketing at LoJack. “Simply put, dealers have the opportunity to educate their customers that car theft is big business and the thieves running chop shops and auto theft rings are incredibly sophisticated professionals. That is precisely why dealers need to present products that do more than merely attempt to deter thieves, but that guarantee recovery if their vehicle is stolen.”
In response to the survey, as well as in response to a survey of its dealers, LoJack will embark on a consumer education campaign designed to help people understand the severity of today’s auto theft problem and learn what it takes to properly safeguard their vehicles. By early summer LoJack will begin rolling out the first phase of its consumer education initiative.
“The bottom line is that in today’s climate, people need to know more and ultimately do more of the right things to protect their vehicle,” said Driscoll. “Our consumer education program is one of the things LoJack is doing to benefit dealers because we believe that a knowledgeable consumer is more likely to purchase auto theft products. Since auto theft rates are actually on the rise for the first time in a decade, it is our goal to have consumers come in and ask the dealer—by name—for the ultimate in vehicle protection, the LoJack Stolen Vehicle Recovery System.”
The survey was conducted from May 22 - 25, 2003 by Opinion Research Corporation (ORC), an independent research organization, through one of its CARAVAN® Surveys of the American public. Professional interviewers conducted telephone interviews with a representative sample of 1000 American adults. Ninety-three percent or 930 respondents qualified as auto drivers and participated in the survey. Response totals are subject to a plus or minus three percent margin of error.
About LoJack Corporation
LoJack Corporation is a stolen vehicle recovery technology company. In the U.S., its stolen vehicle recovery system, utilized by law enforcement agencies, has maintained more than a 90 percent successful recovery rate during the 16 years it has been available to the consumer, according to the company. The LoJack System operates coast-to-coast in 21 states and the District of Columbia, representing the areas of the country with the greatest population density, highest number of new vehicle sales and incidents of vehicle theft. Additionally, LoJack is operated by law enforcement and security organizations in more than 20 countries in Europe, Africa, Asia, and the Western Hemisphere.
