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

Car study 2007: 8th edition

Contents

I. Introduction & methodology

II. Theoretical frameworkIII. Positioning brandsIV. Positioning modelsV. Information specific to

car sector

Part I

Introduction & methodology

N=1862 car owners

Web panel

Equal distribution of men and women

Quota on socio-demographical characteristics: age, sexe and language

Methodology

18-248%

25-3429%

35-4434%

45-5429%

Fr40%

Du60%

Women52%

Men48%

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

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, C8Xsara 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-classCLS-class, R-class

Colt, Pajero

Micra, X-trail

Corsa, Astra, Zafira, Vectra, Agila, Meriva, Signum, Combo

207, 307, 407, 607, 807, Partner, 1071007

Sportage, Picanto

9-3, 9-5

Ibiza, Leon, Altea, Alhambra, Cordoba

Fabia, Octavia, Superb

ForTwo

SX4, Jimny, Grand Vitara, Swift

Yaris, Corolla, AvensisRav-4, LandCruiser, AygoPrius

Polo, Golf, Caddy, FoxTouran, 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

LoganDacia

Lexus IS, RX

Porsche Cayenne

35 brands and 135 models

Dodge /

0,8

0,8

1,1

1,1

1,6

1,6

1,6

1,6

2,0

2,3

2,4

2,5

2,6

2,8

2,8

5,4

7,9

8,4

9,1

10,7

13,1

13,9

Alfa Romeo

Mitsubishi

Honda

Mazda

Mercedes

Suzuki

Kia

Volvo

Nissan

Hyundai

Audi

Bmw

Fiat

Seat

Skoda

Toyota

Volkswagen

Ford

Renault

Peugeot

Opel

Citroen

Sample description brands

Part II

Theoretical framework

Controlling emotions

So

cial affirm

ation

Indulging emotionsS

ocial

integ

ration

Car =Car =Source of powerSource of power

Source of capabilitySource of capabilityWay of handling the Way of handling the

own psycheown psychein a social contextin a social context

Sporty

Energ

etic

Aggre

ssive

Inco

nspic

uous

Wea

k

Chara

cterle

ss

CalmSerious

SpontaneousLivelyYoung

Sim

ple

Sm

all

Sh

yCa

pa

ble

So

ph

isticate

dE

leg

an

t

Masculine

SuperiorClassy

Sweet

Feminine

Friendly

Model: fundamental meaning of the carI can "live" and "enjoy"the emotions of driving

I want to remain in "control“ of these emotions

Car can show my individual success &

power

Car can help me fit

in with others

Part III

Positioning brands

1. Emotional2. Functional

Part III

Positioning brands

1. Emotional2. Functional2. Functional

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Strict

Aggressive

Trivial

Shy

CapableDumb

Simple

Elegant

ArrogantEnergetic

Serious

Weak

Impulsive

Young

Calm

Classy

Authoritarian

Lively

Sweet

Masculine

Naive

Superficial

Original

Fun

Spontaneous

Feminine

Characterless

Sophisticated

VOLKSWAGEN

PEUGEOT

CITROEN

RENAULTOPEL

FORD

TOYOTA

BMW

AUDIMERCEDES

HYUNDAI

VOLVO

SKODA

SEAT

NISSAN

FIAT

ALFA ROMEO

SUZUKI

CHEVROLET

KIA

HONDA

MAZDA

SAAB

MINI

MITSUBISHI

LAND ROVER

LANCIA

SMART

JAGUAR

CHRYSLER

PORSCHE

LEXUS

JEEPDODGE

Brand positioning 2007

VOLKSWAGEN

PEUGEOT

CITROEN

RENAULTOPEL

FORD

TOYOTA

BMW

AUDIMERCEDES

HYUNDAI

VOLVO

SKODA

SEAT

NISSAN

FIAT

ALFA ROMEO

SUZUKI

CHEVROLET

KIA

HONDA

MAZDA

SAAB

MINI

MITSUBISHI

LAND ROVER

LANCIA

SMART

JAGUAR

CHRYSLER

PORSCHE

LEXUS

JEEPDODGE

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

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Evolution brands 2005 - 2007

Peugeot (05)

Average: 6.0

Appeal value 2007

+ + + + - - - - + + - - -

More than 3 places up in ranking

More than 3 places down in ranking

7,47,1 7,1 6,9 6,9 6,8 6,8 6,7 6,6 6,5 6,4 6,4 6,3 6,3 6,1 6,1 6,1 6,1 6,1 6

0

1

2

3

4

5

6

7

8

9

10

AU

DI

ME

RC

ED

ES

BM

W

PE

UG

EO

T

PO

RS

CH

E

MIN

I

VO

LKS

WA

GE

N

LEX

US

VO

LVO

LAN

D R

OV

ER

TO

YO

TA

SA

AB

JEE

P

CH

RY

SLE

R

ALF

A R

OM

EO

JAG

UA

R

CIT

RO

EN

RE

NA

ULT

DO

DG

E

OP

EL

Average: 6.0

Appeal value 2007

- - + - + - - - - -

5,9 5,9 5,8 5,8 5,65,2 5,1 5,1 5 4,9 4,8 4,8 4,6

4

0

1

2

3

4

5

6

7

8

9

10

HO

ND

A

FO

RD

SE

AT

CH

EV

RO

LET

MA

ZD

A

SU

ZU

KI

MIT

SU

BIS

HI

LAN

CIA

SK

OD

A

NIS

SA

N

HY

UN

DA

I

KIA

SM

AR

T

FIA

T

Appeal value 2007: men vs women

VOLKSWAGENPEUGEOT

CITROENRENAULTOPEL

FORD

TOYOTA

BMW AUDI

MERCEDES

HYUNDAI

VOLVO

SKODA

SEAT

NISSAN

FIAT

ALFA ROMEO

SUZUKI

CHEVROLET

KIA

HONDAMAZDASAAB

MINI

MITSUBISHI

LAND ROVER

LANCIA

SMART

JAGUAR

CHRYSLER

PORSCHE

LEXUSJEEPDODGE

3,5

4

4,5

5

5,5

6

6,5

7

7,5

8

3,5 4 4,5 5 5,5 6 6,5 7 7,5 8

Appeal score brands

WOMEN

Appeal score brands

MEN

Part III

Positioning brands

1. Emotional1. Emotional

2. Functional

23 functional characteristics 8 factorsSafety (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)

Measured associations

Top 3

1 2 3

Space Dodge Chrysler Chevrolet

Functionality Smart Mini Land Rover/ Seat

Looks and comfort Porsche Jaguar Alfa Romeo

Safety Jeep Jaguar Dodge

Technology Porsche Alfa Romeo BMW

Durability Volvo Audi Porsche

Advantageous price Kia Fiat Suzuki

Eco-friendly Smart Suzuki Fiat

Top 3

Functional characteristics 2007 brands

Part IV

Positioning models

1. Emotional2. Functional

Positioning models

1. Emotional2. Functional2. Functional

Part IV

Positioning models 2007

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Mini

Citroën C2

VW New Beetle

Peugeot 207

VW Polo

Suzuki SwiftPeugeot 107

Citroën C3

Toyota Yaris

Renault Clio

Ford Ka

Citroën C1Peugeot 1007

VW Fox

Lancia Ypsilon

Young female cars

Renault Twingo

Fiat Punto Mitsubishi Colt

Opel Corsa

Ford Fiesta

Nissan Micra

Renault Modus

Smart Fortwo

Toyota AygoHonda Jazz

Suzuki Jimny

Hyundai Getz

Suzuki Sx4

Kia Picanto

Shy female cars

Skoda Superb

Skoda Octavia

Skoda Fabia

Renault Mégane

Renault Kangoo

Fiat Stilo

Opel Meriva

Fiat Panda

Citroën Berlingo

Peugeot Partner

Opel Combo

Chevrolet Matiz

Opel Agila

VW Caddy

Mazda 2

Hyundai Atos

Fiat Doblo

Fiat Seicento

Dacia Logan Hyundai Matrix

Trivial functional cars

Suzuki Grand Vitara

Opel Astra

Seat Ibiza

Peugeot 307Ford Focus c-max

VW Golf

Honda Civic

Seat Leon

Ford S-max

Citroën C4

Seat Altea

Ford Fusion

Seat CordobaMazda 3

Lively spontaneous cars

Ford Focus

Citroën Xsara Picasso

Peugeot 807

VW Touran

VW Sharan

Toyota Corolla

Renault Laguna

Renault EspaceFord Galaxy

Opel Zafira

Seat Alhambra

Toyota Avensis

Citroën C8

Mazda 5

Toyota Prius

Superficial compromise cars

Capable compromise cars

Citroën C5

VW Passat

Opel Vectra

Volvo V70

Peugeot 407

Mercedes Serie A

Ford Mondeo

Chrysler Grand VoyagerVW Jetta

Mercedes Serie B

VOLVO S40Volvo S80

Mazda 6

Opel SignumAudi A6

Audi A4

Mercedes Serie S

Mercedes Serie C

Audi A8

Mercedes CLS

Volvo S60

Mercedes Serie E

Volvo V50

Peugeot 607

Mercedes Serie M

Lexus RXJaguar X-type

Saab 9-3

Lexus IS

Saab 9-5

Mercedes Serie R

Classy status cars

Audi A3BMW Serie-5

Porsche Cayenne

Mitsubishi Pajero

LR Freelander

Jeep Grand Cherokee Toyota RAV4

LR Range Rover

BMW SERIE-X3

BMW Serie-7Alfa Romeo 159

Honda Accord

Chrysler PT Cruiser

Toyota Landcruiser

BMW Serie-3

BMW Serie-1

VW TouaregLR RR Sport

BMW Serie-X5

Alfa Romeo 147

Hyundai Tucson

Hyundai Santa Fe

Volvo XC90

Nissan X-trail

Kia Sportage

Audi Q7

Energetic sporty cars

Models 2007

Small city cars & small compact cars

Small family cars & small monospaces

Medium/large family cars & big limousines

Medium/large monospaces

Jeeplike


Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Fiat Punto

Citroën C2

Mitsubishi Colt

Suzuki Swift

Renault Twingo

Peugeot 107Citroën C3

Toyota Yaris

Renault Clio

Nissan Micra

Ford Ka

Citroën C1

Chevrolet Matiz

VW Fox

Smart Fortwo

Lancia Ypsilon

Toyota AygoHonda Jazz

Hyundai Getz

Fiat Seicento

Kia Picanto

Young female cars


Shy female cars




Classy status cars


Evolution Small city cars & small compact cars

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Young female cars


Shy female cars




Classy status cars


Perception in 2007Perception in 2007 for the first time

Perception in 2005

Perception is the same in 2005 and 2007

Suzuki Swift

Ford Ka

Citroën C1 VW Fox

Toyota Aygo

Peugeot 107

Chevrolet Matiz Fiat Seicento

Citroën C2

Mitsubishi Colt

Kia Picanto

Honda Jazz

Toyota Yaris

Renault ClioRenault.Clio(05)

Toyota.Yaris(05)

Nissan Micra

Smart Fortwo

Fiat Punto

Renault Twingo

Renault.Twingo(05)

Fiat.Punto(05)

Hyundai Getz(05)

Nissan Micra(05)

Smart.Fortwo(05)

Citroën C3

Citroen.C3(05)

Hyundai Getz

Models 2007





Jeeplike


Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

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


Shy female cars




Classy status cars


Renault Clio

Peugeot 1007

Evolution: Small family cars & small monospaces

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Young female cars


Shy female cars


Superficial compromise carsCapable compromise cars

Classy status cars



Perception in 2005


Hyundai Atos

Dacia Logan

Renault Kangoo

Seat Cordoba

Opel Combo

VW New Beetle

Peugeot 207

Citroën Berlingo

Peugeot Partner

VW Caddy

Fiat Doblo

Peugeot 1007

Skoda Fabia

Audi A3

Opel Agila

Seat Leon

BMW Serie-1

Seat Ibiza

Seat Ibiza(05)

Fiat Punto

Honda Civic

Ford FusionHonda Civic(05)

Fiat.Punto(05)

Ford.Fusion(05)

Peugeot 307

Mercedes Serie A

Citroën C4

Alfa Romeo 147

Alfa Romeo 147(05)

Citroen.C4(05)

Peugeot.307(05)

Mercedes.Serie.A(05)

Opel Astra

Opel.Astra(05)

VW Golf

VW.Golf(05)

VW Polo

VW.Polo(05)

Ford Fiesta

Fiat Panda

Mazda 2

Ford.Fiesta(05)

Mazda 2(05)

Fiat.Panda(05)

Mini

Mini.Mini(05)

Toyota Corolla

Opel Corsa

Fiat Stilo

Renault Modus

Renault ClioFiat.Stilo(05)

Opel.Corsa(05)

Toyota.Corolla(05)

Renault.Clio(05)

Renault.Modus(05)

Renault Mégane

Renault.Mégane(05)

Models 2007





Jeeplike


Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

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 S40Mazda 6

Jaguar X-type

Saab 9-3

Lexus IS

Mazda 3

Toyota Prius

Opel Signum

Young female cars


Shy female cars




Classy status 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


Evolution: Medium/large family cars & big limousines

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Young female cars


Shy female cars



Classy status cars



Perception in 2005


VW Jetta

Honda Accord

Toyota Prius

Lexus IS

Alfa Romeo 159

Skoda Superb

Mercedes CLS

Mercedes Serie R

Audi A8 Ford FocusPeugeot 407

Toyota Avensis

Volvo S60Volvo V70

BMW Serie-5

Skoda Octavia

Mazda 6

Mazda 3

Mazda 3(05)Mazda 6(05)

Skoda Octavia(05)

Opel Vectra

Renault Laguna

Volvo S40

Saab 9-3

Opel.Vectra(05)

Renault.Laguna(05)

Saab 9.3(05)

Volvo S40(05)

Mercedes Serie C

BMW Serie-3

Jaguar X-type

Opel Signum

Bmw.Serie.3(05)

Jaguar X - type(05)

Mercedes.Serie.C(05)

Opel Signum(05)

Citroën C5

Ford Mondeo

Ford.Mondeo (05)

VW Passat

VW.Passat(05)

Peugeot 607

Saab 9-5

Saab 9.5(05)

Peugeot.607(05)Volvo S80

Volvo S80(05)

Mercedes Serie E

Mercedes.Serie.E(05)

Audi A6

Audi.A6(05)

Mercedes Serie S

BMW Serie-7

Bmw.Serie.7(05)

Mercedes.Serie.S(05)

Citroen.C5(05)

Models 2007





Jeeplike


Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

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


Shy female cars




Classy status cars


Suzuki Sx4

Evolution: Medium/large monospaces

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Young female cars


Shy female cars




Classy status cars



Perception in 2005


Suzuki Sx4Citroën Xsara Picasso

Ford Focus c-max

Mercedes Serie B

Ford S-max

Opel Meriva

Seat Altea

Opel Zafira

VW Touran

Ford Galaxy

VW Sharan

Citroën C8

Renault Espace

Chrysler Grand Voyager

Hyundai Matrix

Hyundai Matrix(05)

Chrysler PT Cruiser

Chrysler PT Cruiser(05)

Seat Alhambra

Seat Alhambra(05)

Peugeot 807

Volvo V50

Volvo V50(05)

Peugeot.807(05)

Models 2007





Jeeplike

Jeeplike

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Suzuki Grand VitaraPorsche Cayenne

Mitsubishi Pajero

LR Freelander

Jeep Grand Cherokee Toyota RAV4

LR Range Rover

Fiat Panda

BMW SERIE-X3

Toyota Landcruiser

VW TouaregLR 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


Shy female cars




Classy status cars


Evolution: Jeeplike

Socialaffirmation

Indulging emotions

Socialintegration

Controllingemotions

Young female cars


Shy female cars




Classy status cars



Perception in 2005


Audi Q7

LR RR Sport

Porsche Cayenne

Kia Sportage

Lexus RX

VW Touareg

BMW Serie-X5BMW SERIE-X3

Toyota RAV4Jeep Grand Cherokee

Land.Rover.Range.Rover (05)

LR Range Rover

Hyundai.Tucson (05)

Hyundai Tucson

Nissan.X.Trail (05)

Nissan X-trail

Hyundai.Santa.Fe (05)

Mitsubishi.Pajero (05)

Mitsubishi Pajero

Hyundai Santa Fe

Volvo.Xc90 (05)

Volvo XC90Toyota Landcruiser

Mercedes.Serie.M (05)

Mercedes Serie M

Fiat.Panda(05)

Suzuki Jimny(05)

Fiat Panda

Suzuki Jimny

Land.Rover.Freelander (05)

LR FreelanderToyota.Landcruiser (05)

Positioning models

1. Emotional1. Emotional

2. Functional

Top 3Top 3

1 2 3

Space Renault Espace Peugeot 807 Volkswagen Sharan

Functionality Renault Espace Citroën Berlingo Seat Alhambra

Looks and comfort BMW Serie-5 Audi A6 BMW Serie-X5

Safety Audi A6 Mercedes Serie R Volvo XC90

Technology BMW Serie-5 Mercedes Serie R Audi A6

Durability Mercedes Serie C Volvo S40 Volvo V70

Advantageous price Citroën C2 Fiat Seicento Citroën C1

Eco-friendly Toyota Prius Citroën C1 Toyota Aygo

Functional characteristics 2007 models

Part V

Information specific to car sector

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%

0

10

20

30

40

50

60

70

80

90

100

0 10 20 30 40 50 60 70 80 90 100

%

%Who decides?

Colour

Actually buyOptionsChoose the brand Determine te budgetNeed to buy a new carChoose the model

Maintenance/problemFuel type & engine capacityCollect info

Men

Women

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

Buying a new car

Which type?

5%

7%

10%

11%

25%

34%

34%

45%

49%

58%

hybrid

sport wagon

convertible

coupé

small city car

4X4

one volume

berline

break

monovolume Nr 1 ♀

Nr 1 ♂

Buying a new car

Top 3 brands per type

Monovolume

Break

Berline

One volume

4X4

Small city car

Citroën

Audi

Audi

Ford

Toyota

Citroën

Ford

BMW

BMW

Renault

Landrover

Volkswagen

Renault

Opel

Toyota

Volkswagen

Kia

BMW

Buying a new car

Car study 2007: 8th edition

Documents

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