You're letting your smartassitude get in the way of things. By demographics, gp is talking about things like age, gender, region, etc. If Nissan 350Z owners skew heavily towards irresponsible, twentysomething males pulling 140 on the nearest freeway, then it's not really fair to equate crash statistics (even if normalized) with a characteristic inherent to the vehicle itself. I could build a car of of paper mache and duct tape, but if I only sell it to grandmothers who drive to the store once a month it would barely even show up on this graph. All of which is to stay: the sole purpose of an infographic is to mask nuances in complex data. Draw conclusions from them at your own peril.