Who buys Jensen books?
More than half the Jensen cars ever made — 52.3% — were sold in North America. By comparison, the United Kingdom (the marque's country of origin) took 38.4% while other markets took considerably less.
| MARKET AREA | SHARE OF TOTAL CARS SOLD |
| USA | 50.1% |
| UK | 38.4% |
| Canada | 2.2% |
| Australia | 1.8% |
| Switzerland | 1.0% |
| New Zealand | 0.7% |
| Netherlands | 0.4% |
| Others | 5.4% |
| TOTAL | 100.0% |
Today, the owners of the cars are spread right around the globe but most are
active in England where the Jensen Owners' Club, the world's largest and oldest
Jensen club, was formed in 1971.
The people who buy Jensen books are a
diverse lot too, spread as far and wide as the cars were sold, but the pattern of
car sales forty years ago bears little relation to the level of marque interest today .
I use a books/cars index to determine where my books are finding the strongest
support. On that basis, here's a breakdown of where they are selling the best.
The index shows that, in relative terms, the minnow markets of yesterday are
those which come out on
top today. A books/cars index of 1.0 is "normal".
|
CHASSIS DATABOOK |
PERCENTAGE OF BOOK SALES |
BOOKS / CARS INDEX |
|
Country |
1991-2009 | |
| Australia | 20% | 11.1 |
| New Zealand | 7% | 10.0 |
| Netherlands | 3% | 7.5 |
| UK | 47% | 1.2 |
| USA | 20% | 0.4 |
| Others | 3% | 0.6 |
| TOTAL | 100% |
|
SERVICE BULLETINS v.1 |
PERCENTAGE OF BOOK SALES |
BOOKS / CARS INDEX |
|
Country |
2004-2009 | |
| Netherlands | 7% | 17.5 |
| New Zealand | 11% | 15.7 |
| Australia | 27% | 15.0 |
| UK | 30% | 0.8 |
| USA | 17% | 0.3 |
| Others | 8% | 1.5 |
| TOTAL | 100% |
|
ALL THE MODELS |
PERCENTAGE OF BOOK SALES |
BOOKS / CARS INDEX |
|
Country |
2007-2009 | |
| Netherlands | 10% | 25.0 |
| New Zealand | 14% | 20.0 |
| Australia | 26% | 14.4 |
| UK | 35% | 0.9 |
| USA | 10% | 0.2 |
| Others | 5% | 0.9 |
| TOTAL | 100% |
Figures correct as of December 2009.
Richard Calver
© Richard Calver 2008–09