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Study of the image of 34 car brands and more than 100 models

Car study 2007: 8th edition. Study of the image of 34 car brands and more than 100 models. Contents. Introduction & methodology Theoretical framework Positioning brands Positioning models Information specific to car sector. Part I. Introduction & methodology. Methodology.

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Study of the image of 34 car brands and more than 100 models

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  1. Car study 2007: 8th edition Study of the image of 34 car brands and more than 100 models

  2. Contents • Introduction & methodology • Theoretical framework • Positioning brands • Positioning models • Information specific to • car sector

  3. Part I Introduction & methodology

  4. Methodology • N=1862 car owners • Web panel • Equal distribution of men and women • Quota on socio-demographical characteristics: age, sexe and language

  5. Questionnaire • Time online questionnaire: 20 minutes (self completion) • Contents questionnaire: • Awareness of brands OR models • Perception of brands OR models • Emotional parameters • Functional characteristics • Additional ad hoc questions (hybrid technology, In-car entertainment, purchase intention) • Evaluation of 5 known brands or models per respondent • Using associative techniques

  6. 35 brands and 135 models Alfa Romeo 147, 159 Jaguar X-type Peugeot 207, 307, 407, 607, 807, Partner, 107 1007 Audi A3, A4, A6, Q7, A8 Jeep Grand Cherokee Porsche Cayenne BMW 1, 3, 5, 7, X3, X5 KIA Sportage, Picanto Renault Twingo, Clio,Mégane, Laguna, Espace, Modus, Kangoo Chevrolet Matiz Lancia Ypsilon Saab 9-3, 9-5 Chrysler Grand Voyager, PT Cruiser Land Rover RR Sport, Freelander, Range Rover Seat Ibiza, Leon, Altea, Alhambra, Cordoba Citroën C1, C2, C3, C4, C5, C8 Xsara Picasso, Berlingo Lexus IS, RX Skoda Fabia, Octavia, Superb Dacia Logan Mazda 2, 3, 5, 6 Smart ForTwo Dodge Mercedes A-class, B-class, C-class, E-class, S-Class, M-class CLS-class, R-class / Suzuki SX4, Jimny, Grand Vitara, Swift Panda, Punto, Doblo, Stilo, Seicento Fiat Mini Mini Toyota Yaris, Corolla, Avensis Rav-4, LandCruiser, Aygo Prius Mitsubishi Colt, Pajero Ford Fiesta, Focus, Fusion Focus c-max,S-max, Ka, Mondeo, Galaxy Volkswagen Polo, Golf, Caddy, Fox Touran,Passat, Sharan, Touareg, Jetta, New Beetle Nissan Micra, X-trail Honda Civic, Jazz, Accord Opel Corsa, Astra, Zafira, Vectra, Agila, Meriva, Signum, Combo Volvo S40, V50, S60, V70, S80, XC90 Hyundai Getz, Matrix, Tucson, Santa-Fe, Atos The underlined brands/models were not included in 2005

  7. Sample description brands

  8. Part II Theoretical framework

  9. Car can show my individual success & power I can "live" and "enjoy" the emotions of driving Spontaneous Lively Young Sweet Feminine Friendly Sporty Energetic Aggressive Car = Source of power Source of capability Way of handling the own psyche in a social context Simple Small Shy Capable Sophisticated Elegant Inconspicuous Weak Characterless Masculine Superior Classy Calm Serious Car can help me fit in with others I want to remain in "control“ of these emotions Indulging emotions Model: fundamental meaning of the car Social affirmation Social integration Controlling emotions

  10. Part III Positioning brands 1. Emotional 2. Functional

  11. Part III Positioning brands 1. Emotional 2. Functional

  12. Aggressive Impulsive ALFA ROMEO PORSCHE Young DODGE JEEP MINI LAND ROVER PEUGEOT BMW Arrogant Fun Lively Energetic Original Spontaneous VOLKSWAGEN Feminine SMART SEAT Masculine HONDA CHRYSLER Sweet CHEVROLET Authoritarian JAGUAR MERCEDES LANCIA CITROEN AUDI Sophisticated Classy Elegant TOYOTA Naive LEXUS Capable Dumb SAAB Strict RENAULT Simple Shy VOLVO SUZUKI OPEL Superficial KIA Serious FIAT FORD Weak HYUNDAI SKODA MAZDA MITSUBISHI Trivial Calm NISSAN Characterless Brand positioning 2007 Indulging emotions Social affirmation Social integration Controlling emotions

  13. Evolution brands 2005 - 2007 Indulging emotions Direction of movements 2005 vs 2007 Brand = position in 2007 Mini (05) Brand05 = position in 2005 Alfa.Romeo (05) Jeep (05) ALFA ROMEO PORSCHE DODGE Smart (05) JEEP MINI LAND ROVER PEUGEOT BMW Land.Rover (05) Bmw (05) VOLKSWAGEN Honda (05) SMART Lancia (05) SEAT Social affirmation Social integration HONDA CHRYSLER Renault (05) CHEVROLET Volkswagen (05) Peugeot (05) JAGUAR Audi (05) MERCEDES LANCIA Chevrolet (05) Toyota (05) CITROEN AUDI Seat (05) Mitsubishi (05) TOYOTA Chrysler (05) Jaguar (05) Citroën (05) LEXUS Opel (05) Saab (05) SAAB Kia (05) RENAULT Suzuki (05) Ford (05) VOLVO SUZUKI Mercedes (05) OPEL Mazda (05) Fiat (05) Hyundai (05) KIA Nissan (05) FIAT FORD HYUNDAI SKODA MAZDA MITSUBISHI NISSAN Skoda (05) Controlling emotions

  14. 10 9 8 7,4 7,1 7,1 6,9 6,9 6,8 6,8 6,7 6,6 7 6,5 6,4 6,4 6,3 6,3 6,1 6,1 6,1 6,1 6,1 6 6 5 4 3 2 1 0 MINI AUDI SAAB BMW JEEP OPEL LEXUS VOLVO JAGUAR DODGE TOYOTA RENAULT CITROEN PEUGEOT PORSCHE CHRYSLER MERCEDES ALFA ROMEO LAND ROVER VOLKSWAGEN Appeal value 2007 More than 3 places up in ranking More than 3 places down in ranking Average: 6.0

  15. 10 9 8 7 5,9 5,9 5,8 5,8 5,6 6 5,2 5,1 5,1 5 4,9 4,8 4,8 4,6 5 4 4 3 2 1 0 KIA FIAT SEAT MAZDA FORD LANCIA SUZUKI NISSAN SMART HONDA SKODA HYUNDAI MITSUBISHI CHEVROLET Appeal value 2007 Average: 6.0

  16. 8 AUDI BMW 7,5 PEUGEOT VOLKSWAGEN 7 MINI LAND ROVER PORSCHE MERCEDES 6,5 TOYOTA JEEP VOLVO DODGE CHRYSLER LEXUS OPEL CITROEN SEAT RENAULT 6 CHEVROLET ALFA ROMEO SAAB JAGUAR HONDA MAZDA FORD 5,5 HYUNDAI LANCIA 5 SUZUKI KIA NISSAN MITSUBISHI SKODA SMART 4,5 FIAT 4 3,5 3,5 4 4,5 5 5,5 6 6,5 7 7,5 8 Appeal value 2007: men vs women Appeal score brands WOMEN Appeal score brands MEN

  17. Part III Positioning brands 1. Emotional 2. Functional

  18. Measured associations • 23 functional characteristics  8 factors • Safety (through power)Solid, powerful engine, dependable, good road-holding ability, easy to drive • Looks and comfortBeautiful design, nice attractive upholstery and finish, comfortable, pleasant to drive, good brand image • Advantageous priceCheap to maintain, good price/quality ratio, economical • DurabilityGood guarantee, long lasting, reliable (few breakdowns), good service facilities / good after-sales service • SpaceFamily car, spacious • FunctionalityPractical, multifunctional • Eco-friendly • Technology (state-of-the-art technology)

  19. Functional characteristics 2007 brands • Top 3

  20. Part IV Positioning models 1. Emotional 2. Functional

  21. Part IV Positioning models 1. Emotional 2. Functional

  22. Lively spontaneous cars Energetic sporty cars Seat Ibiza Seat Leon Young female cars Seat Altea Honda Civic Kia Sportage Peugeot 207 VW Golf Mitsubishi Pajero Alfa Romeo 147 Mini Suzuki Grand Vitara Jeep Grand Cherokee Peugeot 307 Toyota RAV4 Ford Focus c-max Porsche Cayenne Seat Cordoba LR Freelander Hyundai Tucson Mazda 3 Opel Astra VW New Beetle LR Range Rover Chrysler PT Cruiser LR RR Sport BMW Serie-3 Citroën C2 Hyundai Santa Fe VW Touareg Ford S-max VW Fox BMW SERIE-X3 Citroën C1 BMW Serie-X5 Peugeot 1007 Nissan X-trail Toyota Yaris BMW Serie-1 Toyota Landcruiser VW Polo Volvo XC90 Lancia Ypsilon Audi Q7 Alfa Romeo 159 Ford Fusion Renault Clio Suzuki Swift BMW Serie-7 Honda Accord Peugeot 107 BMW Serie-5 Citroën C4 Suzuki Jimny Audi A3 Citroën C3 Honda Jazz Ford Fiesta Mercedes Serie M Ford Ka Toyota Aygo Lexus IS Audi A8 Peugeot 407 Saab 9-5 Ford Focus Opel Corsa Saab 9-3 Smart Fortwo Audi A4 Opel Signum Mercedes Serie A Audi A6 Renault Modus Lexus RX Fiat Punto Mercedes CLS Opel Vectra Jaguar X-type Mitsubishi Colt Volvo V50 Chrysler Grand Voyager Mercedes Serie S Shy female cars Mercedes Serie E VW Jetta Nissan Micra Mercedes Serie R Toyota Corolla Mercedes Serie B Peugeot 607 Toyota Prius Suzuki Sx4 Volvo V70 Mercedes Serie C Citroën Xsara Picasso Volvo S60 Kia Picanto Volvo S80 Classy status cars VOLVO S40 Hyundai Getz VW Passat Ford Galaxy Renault Twingo Mazda 6 Renault Espace VW Caddy Ford Mondeo Opel Zafira Chevrolet Matiz Opel Meriva Fiat Seicento VW Touran Mazda 5 Citroën C5 Fiat Panda Opel Agila Renault Kangoo Hyundai Atos Toyota Avensis Citroën Berlingo VW Sharan Opel Combo Skoda Fabia Mazda 2 Fiat Doblo Renault Mégane Capable compromise cars Citroën C8 Peugeot Partner Dacia Logan Seat Alhambra Skoda Superb Superficial compromise cars Hyundai Matrix Renault Laguna Peugeot 807 Fiat Stilo Skoda Octavia Trivial functional cars Positioning models 2007 Indulging emotions Social integration Social affirmation Controlling emotions

  23. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

  24. Small city cars & small compact cars Indulging emotions Lively spontaneous cars Energetic sporty cars Young female cars Citroën C2 VW Fox Citroën C1 Toyota Yaris Lancia Ypsilon Renault Clio Suzuki Swift Peugeot 107 Citroën C3 Honda Jazz Ford Ka Toyota Aygo Social integration Social affirmation Smart Fortwo Fiat Punto Mitsubishi Colt Shy female cars Nissan Micra Kia Picanto Classy status cars Hyundai Getz Renault Twingo Chevrolet Matiz Fiat Seicento Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  25. Smart.Fortwo(05) Citroën C2 VW Fox Citroën C1 Toyota Yaris Renault.Clio(05) Nissan Micra(05) Renault Clio Citroen.C3(05) Suzuki Swift Peugeot 107 Citroën C3 Honda Jazz Ford Ka Toyota Aygo Toyota.Yaris(05) Smart Fortwo Fiat Punto Mitsubishi Colt Renault.Twingo(05) Nissan Micra Kia Picanto Fiat.Punto(05) Hyundai Getz Renault Twingo Chevrolet Matiz Fiat Seicento Hyundai Getz(05) Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Evolution Small city cars & small compact cars Indulging emotions Lively spontaneous cars Energetic sporty cars Young female cars Social integration Social affirmation Shy female cars Classy status cars Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  26. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

  27. Small family cars & small monospaces Lively spontaneous cars Indulging emotions Energetic sporty cars Seat Ibiza Seat Leon Young female cars Honda Civic Peugeot 207 VW Golf Alfa Romeo 147 Mini Peugeot 307 Seat Cordoba Opel Astra VW New Beetle Peugeot 1007 BMW Serie-1 VW Polo Ford Fusion Renault Clio Citroën C4 Audi A3 Ford Fiesta Social integration Social affirmation Opel Corsa Mercedes Serie A Renault Modus Fiat Punto Shy female cars Toyota Corolla Suzuki Sx4 Classy status cars VW Caddy Fiat Panda Opel Agila Renault Kangoo Hyundai Atos Citroën Berlingo Opel Combo Skoda Fabia Mazda 2 Fiat Doblo Renault Mégane Capable compromise cars Peugeot Partner Dacia Logan Superficial compromise cars Fiat Stilo Controlling emotions Trivial functional cars

  28. Seat Ibiza Seat Leon Mini.Mini(05) Honda Civic Peugeot 207 VW Golf Alfa Romeo 147 Mini Peugeot 307 VW.Golf(05) Seat Ibiza(05) Seat Cordoba Opel Astra VW New Beetle Alfa Romeo 147(05) Ford.Fiesta(05) Peugeot 1007 BMW Serie-1 VW Polo Renault.Clio(05) Ford Fusion Renault Clio Honda Civic(05) Fiat.Stilo(05) Opel.Corsa(05) Renault.Modus(05) Citroën C4 Audi A3 Peugeot.307(05) Ford Fiesta VW.Polo(05) Mazda 2(05) Opel Corsa Renault.Mégane(05) Mercedes Serie A Citroen.C4(05) Renault Modus Fiat Punto Opel.Astra(05) Mercedes.Serie.A(05) Toyota.Corolla(05) Toyota Corolla Fiat.Panda(05) Fiat.Punto(05) VW Caddy Ford.Fusion(05) Fiat Panda Opel Agila RenaultKangoo Hyundai Atos Citroën Berlingo Opel Combo Skoda Fabia Mazda 2 FiatDoblo Renault Mégane Peugeot Partner DaciaLogan Fiat Stilo Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Evolution: Small family cars & small monospaces Lively spontaneous cars Indulging emotions Energetic sporty cars Young female cars Social integration Social affirmation Shy female cars Classy status cars Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  29. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

  30. Medium/large family cars & big limousines Lively spontaneous cars Indulging emotions Energetic sporty cars Young female cars Mazda 3 BMW Serie-3 Alfa Romeo 159 BMW Serie-7 Honda Accord BMW Serie-5 Lexus IS Audi A8 Social integration Social affirmation Peugeot 407 Saab 9-5 Ford Focus Saab 9-3 Audi A4 Opel Signum Audi A6 Mercedes CLS Opel Vectra Jaguar X-type Mercedes Serie S Shy female cars Mercedes Serie E VW Jetta Mercedes Serie R Peugeot 607 Toyota Prius Volvo V70 Mercedes Serie C Volvo S60 Volvo S80 Classy status cars Volvo S40 VW Passat Mazda 6 Mazda 6 Ford Mondeo Citroën C5 Toyota Avensis Capable compromise cars Skoda Superb Superficial compromise cars Renault Laguna Skoda Octavia Controlling emotions Trivial functional cars

  31. Mazda 3 BMW Serie-3 Mazda 6(05) Alfa Romeo 159 Bmw.Serie.3(05) Mazda 3(05) BMW Serie-7 Honda Accord BMW Serie-5 Saab 9.3(05) Lexus IS Audi A8 Peugeot 407 Saab 9-5 Ford Focus Saab 9-3 Opel Signum Audi A6 Mercedes CLS Opel Vectra Jaguar X-type Volvo S40(05) Mercedes Serie S Mercedes Serie E VW Jetta Mercedes Serie R Audi.A6(05) Peugeot 607 Toyota Prius Bmw.Serie.7(05) Volvo V70 Mercedes Serie C Peugeot.607(05) Volvo S60 Opel Signum(05) Volvo S80 Jaguar X - type(05) Volvo S40 Saab 9.5(05) VW Passat Mazda 6 Ford Mondeo Mercedes.Serie.E(05) Volvo S80(05) Mercedes.Serie.S(05) Citroën C5 Mercedes.Serie.C(05) VW.Passat(05) Opel.Vectra(05) Toyota Avensis Renault.Laguna(05) Skoda Superb Renault Laguna Citroen.C5(05) Skoda Octavia(05) Ford.Mondeo (05) Skoda Octavia Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Evolution: Medium/large family cars & big limousines Indulging emotions Lively spontaneous cars Energetic sporty cars Young female cars Social integration Social affirmation Shy female cars Classy status cars Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  32. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

  33. Medium/large monospaces Lively spontaneous cars Indulging emotions Energetic sporty cars Young female cars Seat Altea Ford Focus c-max Chrysler PT Cruiser Ford S-max Social integration Social affirmation Volvo V50 Chrysler Grand Voyager Shy female cars Mercedes Serie B Suzuki Sx4 Citroën Xsara Picasso Classy status cars Ford Galaxy Renault Espace Opel Zafira Opel Meriva VW Touran Mazda 5 VW Sharan Capable compromise cars Citroën C8 Seat Alhambra Superficial compromise cars Hyundai Matrix Peugeot 807 Controlling emotions Trivial functional cars

  34. Seat Altea Ford Focus c-max Chrysler PT Cruiser Ford S-max Chrysler PT Cruiser(05) Volvo V50 Chrysler Grand Voyager Mercedes Serie B Volvo V50(05) Suzuki Sx4 Citroën Xsara Picasso Seat Alhambra(05) Ford Galaxy Renault Espace Opel Zafira Opel Meriva Peugeot.807(05) VW Touran VW Sharan Citroën C8 Seat Alhambra Hyundai Matrix Peugeot 807 Hyundai Matrix(05) Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Evolution: Medium/large monospaces Lively spontaneous cars Indulging emotions Energetic sporty cars Young female cars Social integration Social affirmation Shy female cars Classy status cars Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  35. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

  36. Jeeplike Lively spontaneous cars Indulging emotions Energetic sporty cars Young female cars Kia Sportage Mitsubishi Pajero Suzuki Grand Vitara Jeep Grand Cherokee Toyota RAV4 Porsche Cayenne LR Freelander Hyundai Tucson LR Range Rover LR RR Sport Hyundai Santa Fe VW Touareg BMW SERIE-X3 BMW Serie-X5 Nissan X-trail Toyota Landcruiser Volvo XC90 Audi Q7 Suzuki Jimny Mercedes Serie M Social integration Social affirmation Lexus RX Shy female cars Classy status cars Fiat Panda Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  37. Kia Sportage Mitsubishi Pajero Land.Rover.Freelander (05) Jeep Grand Cherokee Toyota RAV4 Porsche Cayenne LR Freelander Hyundai Tucson Toyota.Landcruiser(05) LR Range Rover LR RR Sport Suzuki Jimny(05) Hyundai Santa Fe VW Touareg BMW SERIE-X3 Mitsubishi.Pajero(05) BMW Serie-X5 Nissan X-trail Toyota Landcruiser Volvo XC90 Audi Q7 Mercedes.Serie.M(05) Hyundai.Tucson(05) Land.Rover.Range.Rover(05) Suzuki Jimny Volvo.Xc90(05) Mercedes Serie M Hyundai.Santa.Fe(05) Nissan.X.Trail(05) Lexus RX Fiat.Panda(05) Fiat Panda Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Evolution: Jeeplike Lively spontaneous cars Indulging emotions Energetic sporty cars Young female cars Social integration Social affirmation Shy female cars Classy status cars Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars

  38. Positioning models 1. Emotional 2. Functional

  39. Functional characteristics 2007 models • Top 3

  40. Part V Information specific to car sector

  41. Trends in the car sector How many people are satisfied with their current car? Who knows what hybrid car means? How many people plan to buy their new car from an authorized dealer? 92% 47% 81% Who finds it important to have modern gadgets to make driving as pleasurable and pleasant as possible? When a couple decides to buy a new car, what is the weight of the woman for actually purchasing the car? 46% 48%

  42. Buying a new car • Who decides? Men Actually buy Options Choose the brand Determine te budget Need to buy a new car Choose the model Maintenance/problem Fuel type & engine capacity Collect info Colour Women

  43. Buying a new car • 32% plans on buying a new car within the next 2 years • 42% are women • 69% intends to buy the same brand

  44. Buying a new car • Which type? Nr 1 ♀ Nr 1♂

  45. Citroën Landrover Renault Kia Volkswagen Toyota Renault Volkswagen Citroën Opel Audi Ford Toyota BMW Ford BMW BMW Audi Buying a new car • Top 3 brands per type Monovolume Break Berline One volume 4X4 Small city car

  46. Car study 2007: 8th edition

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