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General Motors Twin Cities Benchmark Survey Cadillac and Chevrolet Brand Perceptions Initial Findings. April 20, 2009. Contents. Methodology Demographics of respondents Psychographics of respondents Results for benchmark Vehicle ownership and experience Brand consideration - PowerPoint PPT Presentation
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General MotorsTwin Cities Benchmark SurveyCadillac and Chevrolet Brand PerceptionsInitial Findings
April 20, 2009
Contents
• Methodology• Demographics of respondents• Psychographics of respondents• Results for benchmark
– Vehicle ownership and experience– Brand consideration– Brand perceptions
• Chevrolet perception total versus experienced• Cadillac perception total versus experienced
• Implications
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Methodology
• Online survey of 420 respondents– Distributed through RMG’s network of connections
• Via Emails, Facebook, Twitter, Craig’s List & Linked In
– Incentive provided• Drawing for a $250 VISA gift card
– Fielded April 8 – 15, 2009– 15 minutes to complete
• Screening criteria– Twin Cities residents (13-county metro area)– Driving age (16+)
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Demographic Profile of Respondents
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Income
Education#
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Demographic Profile of Respondents (continued)
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Age Gender
Children Currently Living in Household
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Demographic Profile of Respondents (continued)
Residence
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Psychographic profile of respondents
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Successful:Respondents skew toward being innovative & driven
Involved: Most respondents are highly active in their
families & avid sports fans; less involved in the community at large
Based on a scale of 1-5 where 1 least describes you & 5 best describes you
Psychographic profile of respondents (continued)
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Active: Respondents are moderately environmentally conscious; recycle but only slightly driven to purse green products
Creative: Respondents are varied in their love of the arts
On a scale of 1-5 where 1 least describes you & 5 best describes you
Psychographic Profile of Respondents (continued)
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The role of brand in vehicles selection is varied
Respondents are comfortable with
technology Respondents are busy &
appreciate simplicity
Based on a scale of 1-5 where 1 least describes you & 5 best describes you
Type of Vehicle Owned/Driven Regularly
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Vehicle Experience (drive currently & previously combined)
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Chevrolet leads the pack, followed by Ford, Honda & Toyota
Brand Consideration
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Heavy on the imports: Honda & Toyota have a large lead in purchase consideration(followed by Audi, Volkswagen, BMW & Lexus)
Chevrolet Perceptions
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Current perceptions are low to neutral among all respondentsRoom for improvement in many categories that we will concentrate on in the Twin Cities
Current perceptions are neutral among Chevrolet experiencedThere is opportunity for improvement in many categories within the Twin Cities
Based on a scale of 1-5 where 1 least describes you & 5 best describes you
Cadillac Perceptions
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High perceptions for prestige & quality; low to neutral in others among all respondentsThere appears to be room for improvement in many categories
Highly positive perceptions in almost all categories among Cadillac experiencedThere appears to be room for improvement in community involvement and green perceptions categories
Based on a scale of 1-5 where 1 least describes you & 5 best describes you
Most common word associations
Cadillac• Class, classic, classy• Expensive, fancy• Luxury, luxurious• Upscale
Chevrolet• Affordable• Traditional• Trucks• American• Rock, safe, steady• Dependable, reliable
• Big• Old, Grandpa, grandparents• Overpriced• Pretentious, stuffy
• Boring• Old, outdated
Even mix of positive and negative perceptions. No “green” or “innovative” mentions – so far.
Most common word associations (filtered respondents)
• Class, classic, classy• Upscale, elegant
• Reliable, dependable• Affordable• Traditional• American• Safe
• Functional, practical, average
• Uninspired, ordinary• Cheap
Chevy perceptions(from previous Chevy users)
Cadillac perceptions(from previous Cadillac users)
Generally, people who have experienced the brands have more positive perceptions of them. Chevrolet has a few neutral perceptions attached, even among the experienced users.
Implications
• With more brand experience comes increased positive perception– Brand I like (Chevrolet)– Brand that fits my personality (Chevrolet)– Great performance (Cadillac)– Cutting-edge design (Cadillac)
• Any opportunities to connect the brands directly with people should positively influence their perceptions– Get Chevrolet and Cadillac into the community– Get cars directly into people’s hands
• With the numerous new hybrid models coming, green perceptions should improve– Opportunity to broadcast the green sides of GM with anxious
consumers
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