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Slide 1: Car Study 2009: 9th edition Study of the image of 34 car brands and 124 models 1
Slide 2: Content I. II. III. IV. Introduction Positioning brands Positioning models Information specific to car sector 2
Slide 3: Part 1 Introduction
Slide 4: Methodology N=1366 car owners Web panel Time online questionnaire: 20 minutes (self completion) Field April 2009 Equal distribution of men and women 60% NL. - 40% FR. Quota on age, region,.. 35-44 31% 25-34 31% 45-65 26% 18-24 12% 4
Slide 5: Questionnaire content Awareness of brands OR models Perception of brands OR models Emotional parameters Functional characteristics Hot topics: ecology, alternative transportation, hybrid technology, impact of the crisis Purchase intention Evaluation of 5 known brands OR models per respondent Associative techniques 5
Slide 6: 28 emotional parameters Aggressive Trivial Shy Capable Dumb Simple Elegant Arrogant Energetic Serious Weak Impulsive Young Calm Classy Authoritarian Lively Sweet Masculine Naive Superficial Original Fun Spontaneous Strict Female Characterless Sophisticated 6
Slide 7: 24 functional characteristics ⇒ 8 factors Safety Solid Powerful engine Dependable Good road-holding ability Easy to drive Durability Good guarantee Long lasting Reliable (few breakdowns) Good service facilities / good after-sales service Space Family car Spacious Looks and comfort Beautiful design Nice attractive upholstery and finish Comfortable Pleasant to drive Good brand image Functionality Practical Multifunctional Advantageous price Cheap to maintain Good price/quality ratio Low price, cheap at purchase Economical Eco-friendly Technology (state-of-the-art technology) 7
Slide 8: Model with 2 dimensions “what do I get out of my car for myself?” Psychological dimension: “what do I show about myself with my car?” 8 different combination possibilities Social dimension: 8
Slide 9: Model: fundamental meaning of the car Indulging emotions Me and my car, I personally do something with the power I actively handle that power, I express my emotions Spontaneous Lively Young t ee ine Sw in dly mn Fe rie F E Sp Ag ne ort gr rge y es t i si c ve Calm Serious My car as such, I know that the power is there I passively handle that power, I control my emotions. Controlling emotions 9 In co n Ch W s pi c ar e u ac ak o us te rl es s Simple Small Shy Showing that you are successful on a social level Car = Source of power Source of capability Way of handling the own psyche in a social context Social affirmatio n Adapting to the norms and habits of the social world Social integration Capable Sophisticated Elegant e l in r cu io as er y M up ass S Cl
Slide 10: 34 brands & 124 models: 21 new models tested Alfa Romeo Audi BMW Chevrolet Chrysler Citroën Dacia Fiat 147, 159 A3, A4, A5, A6, Q7 1, 3, 5, X3, X5 Matiz Grand Voyager C1, C2, C3, C4, C5, C8 C4 Picasso, Berlingo Logan Panda, Punto, 500, Bravo Fiesta, Focus, Fusion, Focus C-max, S-max, Ka, Mondeo, Galaxy Civic, Jazz, CR-V Getz, Tucson, Santa-Fe, I30, I10 Jaguar Jeep KIA Lancia Land Rover Lexus Mazda Mercedes Mini Mitsubishi Nissan Opel XF Grand Cherokee Sportage, Cee’d Peugeot Porsche Renault 107, 206, 207, 308, 407, 807, Partner, 1007, 4007 Cayenne Twingo, Clio, Mégane, Laguna, Espace, Modus, Kangoo 9-3 Ibiza, Leon, Altea Fabia, Octavia, Roomster, Superb fortwo SX4, Grand Vitara, Swift Yaris, Corolla Verso, Avensis, Rav-4, Aygo Prius, Auris Polo, Golf, Caddy, Fox, Tiguan, Touran, Passat, Sharan, Touareg, Jetta S40, V50, C30, V70, XC90 10 Musa, Ypsilon Range Rover Sport IS 2 A-class, B-class, C-class, E-class, S-Class, M-class Mini Cooper, Clubman Saab Seat Skoda Smart Suzuki Toyota Ford Honda Hyundai Colt, Outlander Qashqai, Micra, Note Corsa, Astra, Zafira, Vectra, Agila, Meriva, Antara, Combo Volkswagen Volvo Red models have too few observations in study. The underlined models are new in the study (not included in 2007)
Slide 11: Part 2 Positioning brands 1. Emotional 2. Functional
Slide 12: Part 2 Positioning brands 1. Emotional 2. Functional
Slide 13: Brand positioning 2009 Indulging emotions Jeep BMW Alfa Porsche Land Rover arrogant aggressive impulsive Honda Mini young fun energetic lively original Seat spontaneous Volkswagen Smart feminine sweet Social affirmation Jaguar Chevrolet authoritarian masculine Mercedes Audi Lexus sophisticated classy elegant Chrysler capable strict Saab Volvo serious Peugeot Ford Toyota dumb Social integration superficial Lancia Fiat Opel Mazda Suzuki simple Citroën Dacia Kia Skoda Nissan Hyundai Mitsubishi Renault trivial characterless naive shy weak calm Controlling emotions 13
Slide 14: Brand evolution 2007 vs.2009 Indulging emotions Indulging emotions Jeep BMW Alfa Alfa Porsche Porsche Land Rover Jeep BMW Land Rover Volkswagen Honda Mini Peugeot Seat Mini Volkswagen Smart Smart Seat Social affirmation Chrysler Jaguar Chevrolet Jaguar Chevrolet Mercedes Mercedes Audi LexusAudi Lexus Saab Chrysler Volvo Saab Volvo Honda Peugeot Lancia Ford Citroën Toyota Renault Fiat Toyota Lancia Opel Mazda Suzuki Suzuki Opel Citroën Kia Fiat Dacia Kia Skoda Skoda Ford Nissan HyundaiHyundai Mazda Mitsubishi Renault Mitsubishi Nissan Social integration Perception in 2009 Perception in 2007 Controlling emotions 14
Slide 15: Brand positioning 2009: Men vs.Women Indulging emotions Indulging emotions JeepAlfa Jeep Land Rover Porsche Porsche BMW BMW Land Rover Honda Alfa Volkswagen Honda Mini Seat Seat Mini Smart Smart Fiat Peugeot Mazda Social affirmation Jaguar Chevrolet Volkswagen JaguarAudi Audi Mercedes Mercedes Chrysler LexusSaab Chevrolet Lexus Saab Volvo Chrysler Volvo Ford Social integration Lancia Citroën Toyota Opel Suzuki Ford Opel Peugeot Citroën Suzuki Toyota Renault Fiat Dacia LanciaNissanNissan Skoda Kia HyundaiKia Mitsubishi Skoda Mazda Hyundai Renault Dacia Mitsubishi Perception Women Perception Men Controlling emotions 15
Slide 16: Brand positioning 2009: Dutch vs. French Indulging emotions Indulging emotions Jeep Land Rover Alfa BMW Porsche Alfa Jeep Porsche BMW Land RoverVolkswagen Honda Honda Mini Mini Seat Seat Smart Smart Peugeot Mazda Social affirmation Jaguar Chrysler Jaguar Mercedes Chevrolet Audi Audi Mercedes Lexus Lexus Saab Chevrolet Chrysler Volvo Volvo Saab Volkswagen Opel Ford Lancia Ford Toyota Social integration Fiat Mitsubishi Mazda Citroen Fiat Peugeot Lancia Suzuki Suzuki Hyundai Toyota Kia Nissan Renault Skoda Renault CitroenDacia Opel Dacia Nissan Kia Skoda Hyundai Mitsubishi Perception NL Perception FR Controlling emotions 16
Slide 17: Brand positioning 2009: appeal value Indulging emotions Jeep 5,9 7,2 BMW Alfa 6,4 Porsche 7,0 6,3 Land Rover 6,9 Volkswagen Honda 5,9 Mini 6,9 Seat 5,7 Smart 4,8 Social affirmation 6,5Jaguar Chevrolet 5,5 6,9 Mercedes 6,9 Lexus Peugeot 6,4 Ford 6,2 6,4 Toyota 5,6 Lancia 6,5 Opel Mazda 5,5 Social integration Audi 7,6 Chrysler 5,6 6,5 Saab Volvo 6,5 Fiat 5,1 Suzuki 5,4 5,2 4,3 Dacia Kia Skoda 5,4 5,3 Nissan Hyundai 4,8 5,5 Mitsubishi Renault 5,8 Citroën 6,1 Controlling emotions 17
Slide 18: Appeal value 2009 10 9 8 7 6 5 4 3 2 1 Opel Porsche Volvo Audi Mini Saab Volkswagen Landrover Mercedes Peugeot Citroen 18 Alfa + 7,6 7,2 7,0 6,9 6,9 6,9 6,9 6,5 6,5 6,5 ≥ 3 places UP in ranking since 2007 ≥ 3 places DOWN in ranking since 2007 Average: 6,1 6,5 6,4 6,4 6,4 6,3 6,2 6,1 0 Jaguar Lexus BMW Toyota Ford
Slide 19: Appeal value 2009 10 9 8 7 6 5 4 3 2 1 Jeep Chevrolet Mitsubishi Chrysler Hyundai Renault Seat Lancia Kia Honda Skoda Fiat + - ≥ 3 places UP in ranking since 2007 ≥ 3 places DOWN in ranking since 2007 Average: 6,1 5,9 5,9 5,8 5,7 5,6 5,6 5,5 5,5 5,5 5,4 5,4 5,3 5,2 5,1 4,8 4,8 4,3 0 Suzuki Nissan Mazda Smart Dacia 19
Slide 20: Appeal value 2005- 2009 20
Slide 21: Appeal value: FR vs. DU 8,50 Appeal score brands FR PORSCHE AUDI 8,00 7,50 7,00 VOLKSWAGEN MERCEDES TOYOTA SAAB CITROEN PEUGEOT ALFA ROMEO VOLVO BMW MINI 6,50 CHRYSLER HONDA LAND ROVER 6,00 JAGUAR LEXUS 5,50 HYUNDAI SKODA 5,00 MITSUBISHI LANCIA NISSAN RENAULT CHEVROLET MAZDA SUZUKI SMART FIAT FORD SEAT JEEP OPEL 4,50 KIA Appeal score brands DU 4,00 3,50 3,50 4,00 4,50 5,00 5,50 6,00 6,50 7,00 7,50 8,00 8,50 21
Slide 22: Appeal value: Women vs. Men 8,50 Appeal score brands Men JAGUAR PORSCHE MERCEDES BMW AUDI 8,00 7,50 7,00 VOLVO ALFA ROMEO TOYOTA CITROEN OPEL HONDA CHRYSLER LAND ROVER LANCIA HYUNDAI FIAT SMART SUZUKI LEXUS MINI SAAB PEUGEOT VOLKSWAGEN 6,50 FORD 6,00 SEAT CHEVROLET SKODA NISSAN MITSUBISHI MAZDA RENAULT JEEP 5,50 5,00 4,50 KIA Appeal score brands Women 4,00 3,50 3,50 4,00 4,50 5,00 5,50 6,00 6,50 7,00 7,50 8,00 8,50 22
Slide 23: Part 2 Positioning brands 1. Emotional 2. Functional
Slide 24: 24 functional characteristics ⇒ 8 factors Safety Solid Powerful engine Dependable Good road-holding ability Easy to drive Durability Good guarantee Long lasting Reliable (few breakdowns) Good service facilities / good after-sales service Space Family car Spacious Looks and comfort Beautiful design Nice attractive upholstery and finish Comfortable Pleasant to drive Good brand image Functionality Practical Multifunctional Advantageous price Cheap to maintain Good price/quality ratio Low price, cheap at purchase Economical Eco-friendly Technology (state-of-the-art technology) 24
Slide 25: Average brands 2009 per functional characteristic Characteristics Space Functionality Looks & Comfort Durability Safety Technology Advantageous Price Eco-friendly 2009 45,5 % 40,7% 32,6 % 32,1 % 31,6 % 30,9 % 24,3 % 19,4 % 2007* 49,6 % 46,3 % 37,2 % 36,8 % 37,5 % 34,6 % 20,5 % 18,8 % * Previous car study 2007 25
Slide 26: Top 3 brands 2009 per functional characteristic (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Hyundai Smart Porsche Saab Porsche Porsche Dacia Smart 2 Chrysler Fiat Alfa Jaguar Jaguar Volvo Skoda Mini 3 Peugeot Kia Jaguar LandRover Mini Jeep Kia Citroën *Underlined brands were in the top 3 of previous edition 26
Slide 27: Part 3 Positioning models 1. Emotional 2. Functional
Slide 28: Part 3 Positioning models 1. Emotional 2. Functional
Slide 29: Positioning models 2009 Luxurious & energetic, sporty cars Indulging emotions Honda Civic Lively, original cars Young, spontaneous cars Peugeot 207 Mini Cooper Seat Ibiza VW Golf Alfa 147 Seat Leon Suzuki Grand Suzuki Swift Peugeot 308 Jeep Grand Cherokee Fiat Bravo Mini Clubman Alfa 159 Mitsubishi Outlander VW TOUAREG Nissan Qashqai Seat Altea Shy, simple, Opel Corsa Audi Q7 Toyota Rav4 female cars Porsche Cayenne VW Tiguan Mazda 2 Kia sportage Audi A3 Toyota Auris Landrover Range Rover Sport Classy, status Hyundai Tucson Toyota Yaris cars Suzuki SX4 Ford Fiesta Citroen C3 Hyundai Santafe Honda Jazz BMW X5 Audi A5 Fiat 500 VW Polo BMW 3 Kia Ceed Ford focusToyota Aygo BMW 1 Peugeot 107 BMW X3 BMW 5 Renault Megane Peugeot 206 Ford Ka Chrysler Grand Voyager VW Fox Audi A4 Mercedes M-Class Honda CR-V Smart for two Social Social Saab 9-3 Lancia Ypsilon Citroen C2 Opel Astra Nissan Micra Volvo XC90 Lexus IS affirmation Mitsubishi Colt integration Audi A6 VW Jetta Renault Twingo Mercedes E-Class Volvo C30 Renault Clio Citroen C1 Mercedes A-Class Mercedes S-Class Ford S-max Opel Meriva Citroen C5 Mercedes C-Class Volvo S40 Ford Fusion Mercedes B-Class Opel Agila Skoda Superb Citroen C4 Citroen C8 VW PassatToyota Avensis Ford C-max Volvo V70 Ford Mondeo Peugeot 1007 Chevrolet Matiz Opel Vectra Volvo V50 Citroen C4 Picasso Fiat Punto Fiat Panda Peugeot 407 Hyundai Getz Ford Galaxy Citroen Berlingo Toyota Prius Skoda Roomster VW Sharan Dacia Logan Renault Kangoo Capable, Opel Zafira Renault Laguna Skoda Fabia VW Touran Opel Combo Renault Modus functional cars Peugeot 807 Peugeot Partner Superficial, Skoda Octavia VW Caddy Life Renault Espace compromise cars Controlling emotions Trivial, functional cars 29
Slide 30: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 30
Slide 31: Small city cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Classy, status cars Shy, simple, female cars Fiat 500 Toyota Aygo Ford Ka Peugeot 107 Smart for two Renault Twingo Citroen C1 Social affirmation Social affirmation Social integration Chevrolet Matiz Fiat Panda Capable, functional cars Superficial, compromise cars Controlling emotions Trivial, functional cars 31
Slide 32: Small city cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Citroen C1 Classy, status cars Shy, simple, female cars Social affirmation Social affirmation Ford Ka Fiat 500 Toyota Aygo Ford Ka Peugeot 107 Smart for two Renault Twingo Citroen C1 Renault Twingo Chevrolet Matiz Fiat Panda Social integration Capable, functional cars Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Controlling emotions Trivial, functional cars 32
Slide 33: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 33
Slide 34: Small compact cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Mini Cooper Suzuki Swift Opel Corsa Mazda 2 Shy, simple, female cars Classy, status cars Social affirmation Social affirmation Toyota Yaris Citroen C3 Honda Jazz Peugeot 206 VW Fox Social Citroen C2 integration Lancia Ypsilon Nissan Micra Mitsubishi Colt Renault Clio Fiat Punto Hyundai Getz Capable, functional cars Superficial, compromise cars Controlling emotions Trivial, functional cars 34
Slide 35: Small compact cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Mini Cooper Citroen C2 Shy, simple, Suzuki Swift VW Fox female cars Opel Corsa Toyota Yaris Mazda 2Lancia Ypsilon Suzuki Swift Toyota YarisCitroen C3 Honda Jazz Opel Corsa Peugeot 206 VW Fox Social Lancia Ypsilon Citroen C2 integration Nissan Micra Mitsubishi Colt Fiat Punto Renault Clio Nissan Micra Hyundai Getz Fiat Punto Hyundai Getz Capable, functional cars Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Classy, status cars Social affirmation Social affirmation Mazda 2 Controlling emotions Trivial, functional cars 35
Slide 36: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 36
Slide 37: Small family cars & small monospaces 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Honda Civic (09) Alfa 147 Lively, original cars Young, spontaneous cars Peugeot 207 Seat Ibiza Fiat Bravo Toyota Auris Kia Ceed Ford Fiesta VW Polo Shy, simple, female cars Classy, status cars Audi A3 BMW 1 Social affirmation Social affirmation Social integration Volvo C30 Mercedes A-Class Ford Fusion Opel Agila Skoda Roomster Peugeot 1007 Peugeot Partner Skoda Fabia Opel Renault Modus Combo Capable, functional cars Superficial, compromise cars Controlling emotions Trivial, functional cars 37
Slide 38: Small family cars & small monospaces 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Seat Ibiza Honda Civic Honda Civic (09) Alfa 147 Lively, original cars Young, spontaneous cars Peugeot 207 Seat Ibiza Fiat Bravo Peugeot 1007 Toyota Auris Ford Fusion VW Polo Kia Ceed Ford Fiesta VW Polo Renault Modus Ford Fusion Opel Agila Classy, status cars Audi A3 BMW 1 Shy, simple, female cars Social affirmation Social affirmation BMW 1 Mercedes A-Class Volvo C30 Social integration Mercedes A-Class Capable, functional cars Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Skoda Roomster Peugeot 1007 Peugeot Partner Fabia Agila Opel Skoda Opel Renault Modus Combo Peugeot Partner Controlling emotions Trivial, functional cars 38
Slide 39: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 39
Slide 40: Medium family cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Seat Leon VW Golf Peugeot 308 Classy, status cars Seat Altea Shy, simple, female cars Social affirmation VW Jetta Ford Focus Renault Megane Opel Astra Social integration Citroen C4 Capable, functional cars Superficial, compromise cars Dacia Logan Skoda Octavia Controlling emotions Trivial, functional cars 40
Slide 41: Medium family cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Seat Leon Seat Altea Seat Leon VW Golf Peugeot 308 Lively, original cars Young, spontaneous cars Opel Astra Seat Altea Classy, status cars Shy, simple, female cars Social affirmation VW Jetta Citroen C4 Ford Focus Renault Megane Opel Astra Social integration Citroen C4 Capable, functional cars Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Dacia Logan Skoda Octavia Renault Megane Controlling emotions Skoda Octavia Trivial, functional cars 41
Slide 42: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 42
Slide 43: Large & extra large family cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Classy, status cars Shy, simple, female cars Alfa 159 BMW 3 Audi A4 BMW 5 Saab 9-3 Audi A6Lexus IS Social affirmation Social integration Mercedes E-Class Mercedes S-Class Citroen C5 Mercedes C-Class VolvoVW Passat Toyota Avensis S40 Skoda Superb Ford Mondeo Peugeot 407 Opel Vectra Capable, functional cars Superficial, compromise cars Toyota Prius Renault laguna Controlling emotions Trivial, functional cars 43
Slide 44: Large & extra large family cars 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Classy, status cars Shy, simple, female cars BMW 3 Alfa 159 BMW 3 Social affirmation BMW 5 Jaguar XF Audi A4 Lexus IS Saab 9-3 Audi A6 Lexus IS Mercedes E-Class Mercedes S-Class Citroen C5 Mercedes C-Class Peugeot 407 Opel Vectra Toyota Prius Social integration Volvo S40 Skoda Superb VW Passat Toyota Avensis Ford Mondeo Peugeot 407 Capable, functional cars Citroen C5 Toyota Avensis Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Opel Vectra Toyota Prius Renault Laguna Skoda Superb Controlling emotions Renault Laguna Trivial, functional cars 44
Slide 45: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 45
Slide 46: Medium & large monospaces 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Classy, status cars Shy, simple, female cars Social affirmation Ford S-max Chrysler Grand Voyager Mercedes B-Class Citroen C8 Ford Galaxy Opel Meriva Social integration Ford C-max Citroen C4 Picasso Renault Kangoo VW Sharan Citroen Berlingo Opel Zafira Peugeot 807 VW Touran VW caddy Life Renault Espace Capable, functional cars Superficial, compromise cars Controlling emotions Trivial, functional cars 46
Slide 47: Medium & large monospaces 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Ford C-max Ford S-max Classy, status cars Chrysler Grand Voyager Ford S-max Chrysler Grand Voyager Mercedes B-Class Opel Meriva Shy, simple, female cars Social affirmation Social integration Capable, functional cars Citroen C4 Picasso Citroen C8 Opel Zafira Ford Galaxy Ford C-max VW Caddy Life Opel Meriva Renault Espace Citroen C4 Picasso Ford Galaxy VW Sharan Renault Kangoo VW Touran VW Sharan Citroen Berlingo Opel Zafira Peugeot 807 VW Sharan VW Touran VW Caddy Life Citroen C8 Renault Espace Superficial, Peugeot 807 compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Controlling emotions Trivial, functional cars 47
Slide 48: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 48
Slide 49: Jeeplike 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Classy, status cars Suzuki Grand Jeep Grand Cherokee Mitsubishi Outlander VW Touareg Toyota Rav4 Nissan Qashqai Kia Audi Q7 Porsche Cayenne sportage VW Tiguan Hyundai Tucson BMW X5 Landrover Range Rover Sport Hyundai Santafe BMW X3 Mercedes M-Class Volvo XC90 Honda CR-V Shy, simple, female cars Suzuki SX4 Social affirmation Social integration Capable, functional cars Superficial, compromise cars Controlling emotions Trivial, functional cars 49
Slide 50: Jeeplike 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Kia sportage Lively, original cars Young, spontaneous cars Suzuki Grand Suzuki Grand Porsche Cayenne Jeep Grand Cherokee BMW X5 Hyundai Tucson Hyundai Santafe VW Touareg RangeMitsubishi Outlander LR Rav4 Rover Sport BMW X3Toyota XC90 Qashqai Classy, status Volvo Nissan Audi Q7 Kia Porsche Cayenne sportage cars BMW X5 VW Tiguan Hyundai Tucson Landrover Range Rover Sport Hyundai Santafe Mercedes M-Class Shy, simple, female cars Suzuki SX4 Social affirmation BMW X3 Mercedes M-Class Volvo XC90 Honda CR-V Social integration Suzuki SX4 Capable, functional cars Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Controlling emotions Trivial, functional cars 50
Slide 51: Positioning models 2009 Small city cars Small compact cars Small family cars & small monospaces Medium family cars Large & extra large family cars Medium/large monospaces Jeeplike Coupé, station wagon small/medium 51
Slide 52: Coupé, station wagon small/medium 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Mini Clubman Classy, status cars Audi A5 Shy, simple, female cars Social affirmation Social integration Volvo V70 Volvo V50 Capable, functional cars Superficial, compromise cars Controlling emotions Trivial, functional cars 52
Slide 53: Coupé, station wagon small/medium 2009 Luxurious & energetic, sporty cars Indulging emotions Indulging emotions Lively, original cars Young, spontaneous cars Mini Clubman Classy, status cars Audi A5 Shy, simple, female cars Social affirmation Social integration Volvo V50 Volvo V70 Volvo V50 Capable, functional cars Superficial, compromise cars Perception in 2007 Perception in 2009 Perception in 2009 for the first time Perception is the same in 2007 and 2009 Controlling emotions Trivial, functional cars 53
Slide 54: Part 3 Positioning models 1. Emotional 2. Functional
Slide 55: 24 functional characteristics ⇒ 8 factors Safety Solid Powerful engine Dependable Good road-holding ability Easy to drive Durability Good guarantee Long lasting Reliable (few breakdowns) Good service facilities / good after-sales service Space Family car Spacious Looks and comfort Beautiful design Nice attractive upholstery and finish Comfortable Pleasant to drive Good brand image Functionality Practical Multifunctional Advantageous price Cheap to maintain Good price/quality ratio Low price, cheap at purchase Economical Eco-friendly Technology (state-of-the-art technology) 55
Slide 56: Average models 2009 per functional characteristic Characteristics Space Functionality Looks & Comfort Durability Safety Technology Advantageous Price Eco-friendly 2009 44,8 % 48,1 % 34,4 % 34,4 % 32,9 % 29,7 % 27,7 % 22,8 % 2007* 48,6 % 49,8 % 38,8 % 42,1 % 37,9 % 34,4 % 24,7 % 25,4 % * Previous car study 2007 56
Slide 57: Top 3 models 2009 per functional characteristics (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 VW Sharan Smart for two Alfa 147 Alfa 147 Alfa 159 Honda Civic Fiat Punto Citroen C1 2 Renault espace Chevrolet Matiz Mini Cooper Saab 9-3 Mini Clubman VW Fox Hyundai Getz Hyundai Getz 3 Peugeot 807 Fiat 500 BMW 1 Mercedes S-class BMW 3 VW Tiguan Citroen C1 Smart for two *Underlined brands were in the top 3 of previous edition 57
Slide 58: Top 3 models 2009 Luxurious energetic sporty cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Hyundai Santa Fe Hyundai Santa Fe Alfa 147 Alfa 147 Alfa 159 VW Tiguan Kia sportage Hyundai Santa Fe 2 Hyundai Tucson Hyundai Tucson Alfa 159 Audi A3 Audi Q7 Toyota Rav4 Hyundai Tucson Audi A3 3 Kia sportage Suzuki Grand Vitara Porsche Cayenne Mitsubishi Outlander Porsche Cayenne Mitsubishi Outlander Nissan Qashqai Kia sportage *Underlined models were in the top 3 of previous edition 58
Slide 59: Top 3 models 2009 Lively original cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Seat Leon Seat Leon Honda Civic VW Golf Honda Civic Honda Civic Peugeot 308 Honda Civic 2 Peugeot 308 VW Golf Peugeot 308 Honda Civic Seat Leon VW Golf Seat Leon VW Golf 3 VW Golf Honda Civic VW Golf Seat Leon Peugeot 308 Peugeot 308 VW Golf Peugeot 308 59
Slide 60: Top 3 models 2009 Young spontaneous cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Seat Altea Mini Clubman Mini Cooper Fiat Bravo Mini Clubman Toyota Auris Suzuki Swift Suzuki Swift 2 Seat Ibiza Mini Cooper Peugeot 207 Peugeot 207 Fiat Bravo Mini Clubman Mazda 2 Toyota Auris 3 Opel Corsa Suzuki Swift Mini Clubman Mazda 2 Mini Cooper Opel Corsa Seat Altea Opel Corsa *Underlined models were in the top 3 of previous edition 60
Slide 61: Top 3 models 2009 Shy simple female cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Suzuki SX4 Smart for two Renault Megane Berline VW Polo Lancia Ypsilon VW Fox Citroen C1 Citroen C1 Fiat 500 2 Honda CR-V 3 Renault Megane Berline Mitsubishi Colt Opel Astra Opel Astra Honda CR-V Toyota Yaris Ford Ka Toyota Aygo Ford Focus Renault Megane Berline Fiat 500 Ford Focus Nissan Micra Smart for two *Underlined models were in the top 3 of previous edition 61
Slide 62: Top 3 models 2009 Trivial functional Cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Renault Modus Chevrolet Matiz Citroën C4 VW Caddy Life Citroën C4 Opel Agila Fiat Punto Hyundai Getz 2 Citroen Berlingo Peugeot Partner Peugeot 1007 Opel Combo Opel Agila VW Caddy Life Hyundai Getz Fiat Punto 3 Renault Kangoo Opel Combo Opel Agila Citroën C4 Skoda Roomster Ford C-max Skoda Fabia Peugeot 1007 62
Slide 63: Top 3 models 2009 Superficial compromise cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 VW Sharan Peugeot 807 Mercedes AClass Opel Vectra Mercedes AClass Opel Vectra Skoda Octavia Toyota Prius 2 Renault espace Renault espace Opel Vectra Opel Zafira Toyota Prius Opel Meriva Opel Meriva Ford Fusion 3 Peugeot 807 VW Touran Renault laguna Skoda Octavia Renault laguna Mercedes A-Class Toyota Prius Opel Vectra 63
Slide 64: Top 3 models 2009 Capable functional cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Peugeot 407 Ford S-Max VW Passat Volvo S40 Mercedes BClass Volvo S40 Skoda Superb Toyota Avensis 2 Skoda Superb Peugeot 407 Skoda Superb Volvo V50 Volvo V70 Volvo V70 Ford Mondeo Ford Mondeo 3 Ford S-Max Volvo V70 Volvo S40 Mercedes B-Class Volvo S40 Mercedes B-Class Ford S-Max Mercedes B-Class *Underlined models were in the top 3 of previous edition 64
Slide 65: Top 3 models 2009 Classy status cars (differentiation index) Characteristics Space Functionality Looks & Comfort Safety Technology Durability Advantageous Price Eco-friendly 1 Chrysler Grand Voyager Chrysler Grand Voyager BMW 1 Saab 9-3 BMW 3 Mercedes S-Class BMW 3 Volvo C30 2 Mercedes C-Class BMW X3 BMW 3 Mercedes S-Class Lexus IS BMW 1 Citroën C5 Lexus IS 3 VW Jetta BMW X5 Mercedes S-Class Audi A5 Audi A5 Mercedes E-Class Volvo C30 Citroën C5 *Underlined models were in the top 3 of previous edition 65
Slide 66: Part 4 Insights in car sector
Slide 67: Ecology an important factor in car purchase 61% agrees Compared to 74% in 2007! 61% Ec o-friendly 65% 57% 0% 25% 50% 75% 100% Men Women Total 67
Slide 68: Ecology an important factor in car purchase 38% Smaller model if eco-friendly 44% 32% Give up options for a more ecofriendly car 43% 48% 38% Pay more for an eco-friendly car 32% 33% 32% 0% Men 25% Women 50% Total 75% 100% 68
Slide 69: 85 % know about the existence of tax reduction on lower CO2 emission New car purchase with lower CO2 emission? 43 % think this reduction equals to 0-5% Hybrid car Common car with less powerfull engine and less CO2 emission LPG car (gaz engine) 23 54 42 6% 16% 7% 1% 4% 0-5% 6-10% 11-15% 16-20% 21-40% Other 8 None of above 9 23% 43% 41-50% 51%-100% 69
Slide 70: 30 % use alternative transportation (compared to 2 years ago) Transportation type & Reason why Public transp. By foot 48 Financial reasons 28 63 Practical reasons (easier than car) 51 By bike 46 Carpooling Moto, Motorbike Other 3 24 Ecological reasons 18 12 Other 4 70
Slide 71: Durability, safety, comfort most important functional criteria in car purchase Importance of durability (%) DURABILITY 96 Re lia b le 92 94 93 Lo n g la s tin g 85 89 89 Go o d s e rv ic e fa c ilitie s 86 88 91 Go o d g ua ra n te e 84 87 0 10 20 30 40 50 60 70 80 90 100 Total Men Women 71
Slide 72: Durability, safety, comfort most important functional criteria in car purchase Importance of safety (%) SAFETY De p e n d a b le 98 93 95 96 91 93 95 92 93 88 48 95 91 Go o d ro a d h o ld in g a b ility So lid Ea s y to d riv e Po w e rfu l e n g in e 52 50 60 70 80 90 100 0 10 20 30 40 50 Total Men Women 72
Slide 73: Durability, safety, comfort most important functional criteria in car purchase Importance of looks & comfort (%) LOOKS & COMFORT Ple a s a n t to d riv e 96 92 94 95 90 93 75 77 76 71 78 Co m fo rta b le Be a u tiful d e s ig n Attra c tiv e up h o ls try & fin is h 75 64 64 64 0 10 20 30 40 50 60 70 Go o d b ra n d im a g e 80 90 100 Total Men Women 73
Slide 74: Durability, safety, comfort most important functional criteria in car purchase Importance of advantageous price (%) ADVANT. PRICE Go o d q ua lity-p ric e ra tio 89 81 72 63 57 56 51 54 24 30 27 0 10 20 30 40 50 60 70 80 90 96 92 Ec o n o m ic a l 90 85 Ch e a p to m a in ta in 79 76 Ch e a p a t p u rc h a s e 70 66 Ec o -frie n d ly 65 61 Fis c a l re d u c tio n Hyb rid s ys te m 100 Total Men Women 74
Slide 75: Durability, safety, comfort most important functional criteria in car purchase Importance of functionality - space - technology (%) Pra c tic a l 88 70 77 74 94 91 FUNCTIONAL Multifun c tio n a l Sp a c io u s SPACE Fa m ily c a r 79 77 78 62 59 61 Sta te -o f-th e -a rt te c h n o lo g y 41 50 0 10 20 30 40 50 60 60 70 80 90 100 Total Men Women 75
Slide 76: Venus vs. Mars: Evolution since 2007 76% Importance of a very well equipped car 73% 80% TOTAL 2009 WOMEN 2009 MEN 2009 64% Importance of a very well equipped car 59% 71% TOTAL 2007 WOMEN 2007 MEN 2007 0% 25% 50% 75% 100% 76
Slide 77: Venus vs. Mars: Joined purchase decisions Men 100 90 80 70 60 Maintenance/problem Collect info Actually buy Options Choose the brand Determine the budget Need to buy a new car Choose the model % 50 40 30 20 10 0 0 10 20 30 40 50 60 70 80 90 100 Women Colour % 77
Slide 78: 30 % will purchase a car in the next 2 years No purchase, why? Just bought a new car 86% of them will purchase a new car* 58 Car since a few years, but can last a little more 35 Postpone purchase of new car due to economical crisis 7 Other reason 4 * 14% opt for a second hand car 78
Slide 79: 80 % will buy their new car from an authorized dealer Place of purchase: new car Place of purchase: second hand car Authorized dealer 80 Don't know yet 48 Don't know yet 11 Throught a private person 16 Motor show 4 Authorized dealer 14 Garage, no authorized dealer Multi Brand distributor 3 Multi brand distributor Garage, no authorized dealer 11 2 11 Base: New car buyers, in %, N=347 Base: Second hand car buyers, in %, N=58 79
Slide 80: 48 % will invest a higher budget on the purchase of their new car 10% Higher Equal Lower 48% 42% Base: Respondents who wish to purchase a new car N=347 80
Slide 81: 10 % will invest a lower budget on the purchase of their new car 31% will spent their budget to other means 19% had a recent change in their professional & family situation 29% have higher costs and a lower income than before 80% intend to buy a smaller car* 28% intend to buy a car with a smaller engine 26% intend to buy a car with less options 14% will make their choice according to tax reductions Base: Respondents who’s budget for the purchase of a new car is lower then actual car. N=33 81
Slide 82: Latest Purchase Top 10 Brands Opel Citroën Peugeot Renault Ford VW Toyota BMW Fiat Skoda 12,5 % 11 % 9,6 % 9,1 % 8,6 % 7,5 % 5,9 % 3,5 % 3,5 % 3,5 % Top 10 Models Opel Corsa Opel Astra Citroën Berlingo Citroën C3 Ford Fiesta Peugeot 206 Renault Mégane Renault Clio VW Golf Skoda Fabia 3% 3% 3% 3% 2% 2% 2% 2% 2% 2% Values in percentage 82
Slide 83: Purchase 2007 & 2008 (Febiac) Top 10 Brands VW Peugeot Citroën Renault Opel Ford BMW Toyota Audi Mercedes Top 10 Models Peugeot 207 Opel Corsa VW Polo VW Golf Citroën C3 Renault Clio Citroën C4 Ford Fiesta Opel Zafira Citroën Berlingo * Source: Febiac, matriculations 2007-2008 83
Slide 84: Intentions of new car purchase Previous edition Audi BMW VW Citroën Ford Toyota Peugeot Opel Renault Mercedes 19% 18% 17% 17% 16% 15% 14% 23% 23% 26% 1 2 3 4 5 6 7 8 9 10 4 9 2 1 8 7 5 3 6 10 Basis: Respondents who wish to purchase a new car. N=347 84
Slide 85: Buying a new car: type They consider buying Previous edition Break Monovolume Berline Small city car Coupé 4x4 SUV Convertible Compact / one volume 4x4 crossover Sport car 4x4 pure Other 20% 16% 15% 10% 10% 9% 6% 5% 2% 36% 35% 33% 1 2 3 4 5 6 7 8 9 10 11 12 2 1 3 6 7 9 8 4 5 Basis: Respondents who wish to purchase a new car. N=347 85
Slide 86: Buying a new car Top 3 brands per type 1 Monovolume Break Berline 4X4 SUV Coupé Small city car Ford Audi Audi Audi BMW Toyota 2 Citroën BMW BMW BMW Volkswagen Volkswagen 3 Renault Volkswagen Volkswagen Mercedes Audi Citroën Underlined are new in this edition compared to previous. 86
Slide 87: General conclusions Even for a minor service, I prefer the garage of the brand Importance of a very well equipped car 57 % Sacrifice car options for a more ecofriendly car 76 % Buy a smaller model if more eco-friendly Pay more for an eco-friendly car 43 % 38 % 24 % Influence of a tax reduction on a new car purchase 64 % Influence of a good after-sales service on a new car purchase Guarantee type may influence my choice 72 % 47 % 87
Slide 88: Observations • Brands: - Audi, BMW & Porsche have the highest evaluation score. - Therefore Audi & BMW are on top of the new car purchase consideration - Honda, Peugeot, Renault & Ford have the most important change in position since last wave. Seat and Toyota also but in a minor way. • Models: - VW Tiguan, VW Jetta, Ford S-max, Porsche Cayenne, Opel Corsa en Mercedes Mclass have the highest evaluation score.. - The most important change in position since last wave are : Mazda2, Renault Megane, Opel Astra, Skoda Superb, Peugeot 1007 & Ford C-max. 88
Slide 89: Observations • Small difference in purchase criteria and importance of functional characteristics between men and women. • The importance of a very well equipped car, a good after sales service, a good guarantee type are important criteria to buy a car. Besides that, security, reliability and a pleasant car for driving are the most convincing characteristics given to cars. • Most respondents believe a tax reduction is possible when buying a car with low CO2 emission. Most of them situate that reduction between 0 à 5%.Most respondents would lower that CO2 emission by purchasing a hybrid car. • Public transportation is considered as the most important alternative to cars. This because of practical reasons? Financial reasons come in second place. • The economical crisis is not the main reason why the purchase of a car would/could be postponed. This crisis is also not the main reason why drivers will spend a lower amount (budget) on their next car. • In purchase intentions, Audi & BMW are mentioned on top. Compared to previous edition where Citroen & VW reached the top. The break & monovolume are the most cited types. For business cars, Audi & BMW are also named by near half of the respondents. Break & berline are the most cited types. 89
Slide 90: Car Study 2009: 9th edition Thank you 90