advertisement

Autostudie 2007 Febiac

67 %
33 %
advertisement
Information about Autostudie 2007 Febiac
Entertainment

Published on November 16, 2007

Author: Jade

Source: authorstream.com

advertisement

Slide1:  Study of the image of 34 car brands and more than 100 models Car study 2007: 8th edition For more information, please contact::  For more information, please contact: Tom Meere Consumer Insights Director   Synovate Censydiam Grote Steenweg 110 2600 Antwerp Belgium Tel: + 32 3 286 77 00 Tom.Meere@Synovate.com Slide3:  Contents Introduction & methodology Theoretical framework Positioning brands Positioning models Information specific to car sector Slide4:  Part I Introduction & methodology Slide5:  N=1862 car owners Web panel Equal distribution of men and women Quota on socio-demographical characteristics: age, sexe and language Methodology Slide6:  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 Questionnaire Slide7:  Aggressive Trivial Shy Capable Dumb Simple Elegant Arrogant Energetic Serious Weak Impulsive Young Calm 28 emotional parameters Classy Authoritarian Lively Sweet Masculine Naive Superficial Original Fun Spontaneous Strict Female Characterless Sophisticated Measured associations Slide8:  Audi BMW Chrysler Citroën Chevrolet Fiat Ford Honda Hyundai Alfa Romeo Jeep Lancia Land Rover Mazda Mercedes Mitsubishi Nissan Opel Peugeot KIA Saab Seat Skoda Smart Suzuki Toyota Volkswagen Volvo Renault A3, A4, A6, Q7, A8 1, 3, 5, 7, X3, X5 Grand Voyager, PT Cruiser C1, C2, C3, C4, C5, C8 Xsara Picasso, Berlingo Matiz Panda, Punto, Doblo, Stilo, Seicento Fiesta, Focus, Fusion Focus c-max, S-max, Ka, Mondeo, Galaxy Civic, Jazz, Accord Getz, Matrix, Tucson, Santa-Fe, Atos 147, 159 Grand Cherokee Ypsilon RR Sport, Freelander, Range Rover 2, 3, 5, 6 A-class, B-class, C-class, E-class, S-Class, M-class CLS-class, R-class Colt, Pajero Micra, X-trail Corsa, Astra, Zafira, Vectra, Agila, Meriva, Signum, Combo 207, 307, 407, 607, 807, Partner, 107 1007 Sportage, Picanto 9-3, 9-5 Ibiza, Leon, Altea, Alhambra, Cordoba Fabia, Octavia, Superb ForTwo SX4, Jimny, Grand Vitara, Swift Yaris, Corolla, Avensis Rav-4, LandCruiser, Aygo Prius Polo, Golf, Caddy, Fox Touran, Passat, Sharan, Touareg, Jetta, New Beetle S40, V50, S60, V70, S80, XC90 Twingo, Clio,Mégane, Laguna, Espace, Modus, Kangoo Mini Mini Jaguar X-type The underlined brands/models were not included in 2005 Logan Dacia Lexus IS, RX Porsche Cayenne 35 brands and 135 models Dodge / Slide9:  Chevrolet Fiat Honda Hyundai Lancia Mitsubishi Nissan KIA Nubira, Lacetti, Kalos Idea, Croma FR-V Trajet Musa Grandis Qashqai, Note Rio, Carens, C’eed Models with too few observations Slide10:  Sample description brands Slide11:  Part II Theoretical framework Slide12:  Psychological dimension: “what do I get out of my car for myself?” Social dimension: “what do I show about myself with my car?” Model: 2 dimensions Slide13:  Controlling emotions Social affirmation Indulging emotions Social integration Model: fundamental meaning of the car Slide14:  Part III Positioning brands 1. Emotional 2. Functional Slide15:  Part III Positioning brands 1. Emotional 2. Functional Slide16:  Social affirmation Indulging emotions Social integration Controlling emotions Brand positioning 2007 Slide17:  Brand positioning 2007: men vs women Social affirmation Indulging emotions Social integration Controlling emotions VOLKSWAGEN(M) PEUGEOT(M) CITROEN(M) RENAULT(M) OPEL(M) FORD(M) TOYOTA(M) BMW(M) AUDI(M) MERCEDES(M) HYUNDAI(M) VOLVO(M) SKODA(M) SEAT(M) NISSAN(M) FIAT(M) ALFA ROMEO(M) SUZUKI(M) CHEVROLET(M) KIA(M) HONDA(M) MAZDA(M) SAAB(M) MINI(M) MITSUBISHI(M) LAND ROVER(M) LANCIA(M) SMART(M) JAGUAR(M) CHRYSLER(M) PORSCHE(M) LEXUS(M) JEEP(M) DODGE(M) VOLKSWAGEN(V) PEUGEOT(V) CITROEN(V) RENAULT(V) OPEL(V) FORD(V) TOYOTA(V) BMW(V) AUDI(V) MERCEDES(V) HYUNDAI(V) VOLVO(V) SKODA(V) SEAT(V) NISSAN(V) FIAT(V) ALFA ROMEO(V) SUZUKI(V) CHEVROLET(V) KIA(V) HONDA(V) MAZDA(V) SAAB(V) MINI(V) MITSUBISHI(V) LAND ROVER(V) LANCIA(V) SMART(V) JAGUAR(V) CHRYSLER(V) PORSCHE(V) LEXUS(V) JEEP(V) DODGE(V) Brand(V) = position women Brand(M) = position men Aggressive Arrogant Energetic Impulsive Masculine Capable Elegant Ernstig Classy Authoritarian Sophisticated Strict Young Lively Sweet Original Fun Spontaneous Feminine Trivial Shy Dumb Simple Weak Calm Naive Superficial Characterless Slide18:  Brand positioning 2007: DU vs FR Social affirmation Indulging emotions Social integration Controlling emotions DODGE(F) JEEP(F) LEXUS(F) PORSCHE(F) CHRYSLER(F) JAGUAR(F) SMART(F) LANCIA(F) LAND ROVER(F) MITSUBISHI(F) MINI(F) SAAB(F) MAZDA(F) HONDA(F) KIA(F) CHEVROLET(F) SUZUKI(F) ALFA ROMEO(F) FIAT(F) NISSAN(F) SEAT(F) SKODA(F) VOLVO(F) HYUNDAI(F) MERCEDES(F) AUDI(F) BMW(F) TOYOTA(F) FORD(F) OPEL(F) RENAULT(F) CITROEN(F) PEUGEOT(F) VOLKSWAGEN(F) DODGE(N) JEEP(N) LEXUS(N) PORSCHE(N) CHRYSLER(N) JAGUAR(N) SMART(N) LANCIA(N) LAND ROVER(N) MITSUBISHI(N) MINI(N) SAAB(N) MAZDA(N) HONDA(N) KIA(N) CHEVROLET(N) SUZUKI(N) ALFA ROMEO(N) FIAT(N) NISSAN(N) SEAT(N) SKODA(N) VOLVO(N) HYUNDAI(N) MERCEDES(N) AUDI(N) BMW(N) TOYOTA(N) FORD(N) OPEL(N) RENAULT(N) CITROEN(N) PEUGEOT(N) VOLKSWAGEN(N) Aggressive Trivial Shy Capable Dumb Simple Elegant Arrogant Energetic Serious Weak Impulsive Young Calm Classy Authoritarian Lively Sweet Masculine Naive Superficial Original Fun Spontaneous Feminine Characterless Sophisticated Brand(N) = position Dutch speaking Brand(F) = position French speaking Slide19:  VOLKSWAGEN PEUGEOT CITROEN RENAULT OPEL FORD TOYOTA BMW AUDI MERCEDES HYUNDAI VOLVO SKODA SEAT NISSAN FIAT ALFA ROMEO SUZUKI CHEVROLET KIA HONDA MAZDA SAAB MINI MITSUBISHI LAND ROVER LANCIA SMART JAGUAR CHRYSLER PORSCHE LEXUS JEEP DODGE Alfa.Romeo (05) Bmw (05) Jeep (05) Land.Rover (05) Chevrolet (05) Audi (05) Chrysler (05) Jaguar (05) Mercedes (05) Saab (05) Mini (05) Smart (05) Citroën (05) Fiat (05) Ford (05) Honda (05) Hyundai (05) Kia (05) Lancia (05) Mazda (05) Mitsubishi (05) Nissan (05) Opel (05) Renault (05) Seat (05) Skoda (05) Suzuki (05) Toyota (05) Volkswagen (05) Direction of movements 2005 vs 2007 Brand = position in 2007 Brand05 = position in 2005 Social affirmation Indulging emotions Social integration Controlling emotions Evolution brands 2005 - 2007 Peugeot (05) Slide20:  Young Fun VOLKSWAGEN PEUGEOT CITROEN RENAULT OPEL FORD TOYOTA BMW AUDI MERCEDES HYUNDAI VOLVO SKODA SEAT NISSAN FIAT ALFA ROMEO SUZUKI CHEVROLET KIA HONDA MAZDA SAAB MINI MITSUBISHI LAND ROVER LANCIA SMART JAGUAR CHRYSLER PORSCHE LEXUS JEEP DODGE 5.0 6.1 6.9 6.1 6.3 6.5 7.1 6.3 5.8 6.1 7.1 7.4 6.7 6.4 6.6 6.8 6.9 6.8 4.6 5.8 5.9 5.1 6.1 6.4 6.1 5.2 6.0 4.8 4.0 4.8 5.6 5.1 4.9 5.9 Social affirmation Indulging emotions Social integration Controlling emotions Brand positioning 2007: appeal value Slide21:  Average: 6.0 Appeal value 2007 More than 3 places up in ranking More than 3 places down in ranking Slide22:  Average: 6.0 Appeal value 2007 Slide23:  Appeal value 2005 vs 2007 More than 3 places up in ranking More than 3 places down in ranking Slide24:  Appeal value 2007: men vs women Appeal score brands WOMEN Appeal score brands MEN Slide25:  Appeal score brands DU Appeal score brands FR Appeal value 2007: DU vs FR Slide26:  Part III Positioning brands 1. Emotional 2. Functional Slide27:  23 functional characteristics  8 factors Safety (through power) Solid, powerful engine, dependable, good road-holding ability, easy to drive Looks and comfort Beautiful design, nice attractive upholstery and finish, comfortable, pleasant to drive, good brand image Advantageous price Cheap to maintain, good price/quality ratio, economical Durability Good guarantee, long lasting, reliable (few breakdowns), good service facilities / good after-sales service Space Family car, spacious Functionality Practical, multifunctional Eco-friendly Technology (state-of-the-art technology) Measured associations Slide28:  Top 3 Functional characteristics 2007 brands Slide29:  Functional characteristics 2007 brands Average brands Slide30:  Part IV Positioning models 1. Emotional 2. Functional Slide31:  Positioning models 1. Emotional 2. Functional Part IV Slide32:  Positioning models 2007 Social affirmation Indulging emotions Social integration Controlling emotions Models 2007:  Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike Slide34:  Small city cars & small compact cars Social affirmation Indulging emotions Social integration Controlling emotions Fiat Punto Citroën C2 Mitsubishi Colt Suzuki Swift Renault Twingo Peugeot 107 Citroën C3 Toyota Yaris Renault Clio Nissan Micra Ford Ka Citroën C1 Chevrolet Matiz VW Fox Smart Fortwo Lancia Ypsilon Toyota Aygo Honda Jazz Hyundai Getz Fiat Seicento Kia Picanto Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Slide35:  Evolution Small city cars & small compact cars Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Models 2007:  Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike Slide37:  Small family cars & small monospaces Social affirmation Indulging emotions Social integration Controlling emotions Audi A3 Mini Fiat Punto VW New Beetle Skoda Fabia Renault Mégane Peugeot 207 Opel Astra VW Polo Toyota Corolla Seat Ibiza Renault Kangoo Peugeot 307 Opel Corsa Fiat Stilo VW Golf Mercedes Serie A Honda Civic Ford Fiesta Fiat Panda Citroën Berlingo Seat Leon Citroën C4 Peugeot Partner BMW Serie-1 Opel Combo Renault Modus Ford Fusion Seat Cordoba Opel Agila Alfa Romeo 147 VW Caddy Mazda 2 Hyundai Atos Fiat Doblo Dacia Logan Suzuki Sx4 Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Renault Clio Peugeot 1007 Slide38:  Evolution: Small family cars & small monospaces Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Models 2007:  Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike Slide40:  Medium/large family cars & big limousines Social affirmation Indulging emotions Social integration Controlling emotions Skoda Octavia Opel Vectra Audi A4 Renault Laguna Peugeot 407 Mercedes Serie C Ford Focus Alfa Romeo 159 Honda Accord Volvo S60 BMW Serie-3 Toyota Avensis VW Jetta Volvo S40 Mazda 6 Jaguar X-type Saab 9-3 Lexus IS Mazda 3 Toyota Prius Opel Signum Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Citroën C5 VW Passat BMW Serie-5 Audi A6 Volvo V70 Mercedes Serie S Ford Mondeo BMW Serie-7 Audi A8 Mercedes CLS Mercedes Serie E Peugeot 607 Volvo S80 Mazda 6 Saab 9-5 Mercedes Serie R Skoda Superb Slide41:  Superficial compromise cars Evolution: Medium/large family cars & big limousines Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Capable compromise cars Classy status cars Energetic sporty cars Models 2007:  Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike Slide43:  Medium/large monospaces Social affirmation Indulging emotions Social integration Controlling emotions Citroën Xsara Picasso Peugeot 807 VW Touran VW Sharan Ford Focus c-max Opel Meriva Renault Espace Ford S-max Ford Galaxy Chrysler PT Cruiser Opel Zafira Chrysler Grand Voyager Seat Alhambra Volvo V50 Seat Altea Citroën C8 Mercedes Serie B Mazda 5 Hyundai Matrix Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Suzuki Sx4 Slide44:  Evolution: Medium/large monospaces Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Models 2007:  Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike Slide46:  Jeeplike Social affirmation Indulging emotions Social integration Controlling emotions Suzuki Grand Vitara Porsche Cayenne Mitsubishi Pajero LR Freelander Jeep Grand Cherokee Toyota RAV4 LR Range Rover Fiat Panda BMW SERIE-X3 Toyota Landcruiser VW Touareg LR RR Sport Mercedes Serie M BMW Serie-X5 Lexus RX Hyundai Tucson Hyundai Santa Fe Volvo XC90 Suzuki Jimny Nissan X-trail Kia Sportage Audi Q7 Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Slide47:  Evolution: Jeeplike Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Slide48:  Positioning models 1. Emotional 2. Functional Slide49:  23 functional characteristics  8 factors Safety (through power) Solid, powerful engine, dependable, good road-holding ability, easy to drive Looks and comfort Beautiful design, nice attractive upholstery and finish, comfortable, pleasant to drive, good brand image Advantageous price Cheap to maintain, good price/quality ratio, economical Durability Good guarantee, long lasting, reliable (few breakdowns), good service facilities / good after-sales service Space Family car, spacious Functionality Practical, multifunctional Eco-friendly Technology (state-of-the-art technology) Measured associations Slide50:  Top 3 Functional characteristics 2007 models Slide51:  Part V Information specific to car sector Slide52:  Trends in the car sector How many people are satisfied with their current car? Who finds it important to have modern gadgets to make driving as pleasurable and pleasant as possible? How many people plan to buy their new car from an authorized dealer? When a couple decides to buy a new car, what is the weight of the woman for actually purchasing the car? Who knows what hybrid car means? 92% 81% 47% 46% 48% Slide53:  Trends of car sector Slide54:  Who decides? Colour 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 Men Women Buying a new car Slide55:  32% plans on buying a new car within the next 2 years 42% are women 69% intends to buy the same brand Buying a new car Slide56:  They consider buying Buying a new car Slide57:  Which type? Nr 1 ♀ Nr 1 ♂ Buying a new car Slide58:  Top 3 brands per type Monovolume Break Berline One volume 4X4 Small city car Buying a new car Slide59:  Car study 2007: 8th edition

Add a comment

Related presentations

Related pages

Autostudie 2007 Febiac - 豆丁网 - Docin.com豆丁网 ...

34car brands morethan 100 models Car study 2007: 8th edition moreinformation, please contact: Tom Meere Consumer Insights Director Synovate Censydiam Grote ...
Read more