Slide 1: Car study 2007: 8th edition Study of the image of 34 car brands and more than 100 models
Slide 2: Contents I. II. III. IV. V. Introduction & methodology Theoretical framework Positioning brands Positioning models Information specific to car sector
Slide 3: Part 1 Introduction & methodology
Slide 4: Methodology • • • • • N=1862 car owners Web panel Field March 2007 Equal distribution of men and women Quota on socio-demographical characteristics: age, sexe and language 45-54 29% 18-24 8% Men 48% Du 60% 35-44 34% 25-34 29% Fr 40% Women 52%
Slide 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
Slide 6: 34 brands and 135 models Alfa Romeo Audi BMW Chevrolet Chrysler Citroën Dacia Fiat 147, 159 A3, A4, A6, Q7, A8 1, 3, 5, 7, X3, X5 Matiz Grand Voyager, PT Cruiser C1, C2, C3, C4, C5, C8 Xsara Picasso, Berlingo Logan 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 Jaguar Jeep KIA Lancia Land Rover Lexus Mazda Mercedes Mini Mitsubishi Nissan Opel X-type Grand Cherokee Sportage, Picanto Peugeot Porsche Renault 207, 307, 407, 607, 807, Partner, 107 1007 Cayenne Twingo, Clio,Mégane, Laguna, Espace, Modus, Kangoo 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 Ypsilon RR Sport, Freelander, Range Rover IS, RX 2, 3, 5, 6 A-class, B-class, C-class, E-class, S-Class, M-class CLS-class, R-class Mini Saab Seat Skoda Smart Suzuki Toyota Ford Honda Hyundai Colt, Pajero Micra, X-trail Corsa, Astra, Zafira, Vectra, Agila, Meriva, Signum, Combo Volkswagen Volvo The underlined brands/models were not included in 2005
Slide 7: Sample description brands Citroen Opel Peugeot Renault Ford Volkswagen Toyota Skoda Seat Fiat Bmw Audi Hyundai Nissan Volvo Kia Suzuki Mercedes Mazda Honda Mitsubishi Alfa Romeo 2,8 2,8 2,6 2,5 2,4 2,3 2,0 1,6 1,6 1,6 1,6 1,1 1,1 0,8 0,8 5,4 7,9 9,1 8,4 10,7 13,9 13,1
Slide 8: Part II Theoretical framework
Slide 9: Model: 2 dimensions • Psychological dimension: “what do I get out of my car for myself?” • Social dimension: “what do I show about myself with my car?”
Slide 10: 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 ES A g ne po r gr rge ty es ti si c ve Social affirmation Calm Serious My car as such, I know that the power is there I passively handle that power, I control my emotions Controlling emotions ns C ha W pic ra ea uo ct k us er le ss In co 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 t ee i ne Sw min dly n Fe rie F Social integration Adapting to the norms and habits of the social world Capable Sophisticated Elegant e lin r cu io as er y Mps Su las C
Slide 11: Part III Positioning brands 1. Emotional 2. Functional
Slide 12: Part III Positioning brands 1. Emotional 2. Functional
Slide 13: Brand positioning 2007 Indulging emotions Aggressive Impulsive ALFA ROMEO DODGE PORSCHE JEEP LAND ROVER BMW Arrogant Energetic Young Lively Original Spontaneous VOLKSWAGEN MINI PEUGEOT Fun CHRYSLER Social CHEVROLET Authoritarian affirmation JAGUAR MERCEDES AUDI Classy LEXUS SAAB Strict VOLVO Masculine HONDA SMART SEAT Feminine Sweet Social integration Sophisticated Elegant Capable OPEL Superficial LANCIA CITROEN TOYOTA Naive Dumb RENAULT Simple SUZUKI KIA FIAT FORD HYUNDAI SKODA MAZDA MITSUBISHI Trivial NISSAN Characterless Shy Serious Weak Calm Controlling emotions
Slide 14: Evolution brands 2005 - 2007 Indulging emotions Mini (05) Direction of movements 2005 vs 2007 Brand = position in 2007 Brand05 = position in 2005 DODGE PORSCHE JEEP LAND ROVER BMW Alfa.Romeo (05) Jeep (05) ALFA ROMEO MINI PEUGEOT VOLKSWAGEN Smart (05) Land.Rover (05) Bmw (05) Honda (05) Social affirmation CHRYSLER CHEVROLET Lancia (05) Renault (05) Volkswagen (05) HONDA SMART SEAT JAGUAR Audi (05) MERCEDES Chevrolet (05) Peugeot (05) Citroën (05) OPEL LANCIA CITROEN Seat (05) TOYOTA Social integration Jaguar (05) LEXUS Chrysler (05) SAAB Saab (05) VOLVO Mercedes (05) AUDI Toyota (05) Mitsubishi (05) Opel (05) Ford (05) Kia (05) RENAULT Suzuki (05) SUZUKI Mazda (05) Nissan (05)KIA Fiat (05) Hyundai (05) FIAT FORD HYUNDAI SKODA MAZDA MITSUBISHI NISSAN Skoda (05) Controlling emotions
Slide 15: Brand positioning 2007: appeal value Indulging emotions ALFA ROMEO 6.1 6.1 DODGE PORSCHE 6.9 JEEP 6.3 LAND ROVER 6.5 BMW 7.1 VOLKSWAGEN 6.8 MINI 6.8 PEUGEOT 6.9 Fun Young Social affirmation CHRYSLER 6.3 CHEVROLET 5.8 JAGUAR 6.1 MERCEDES 7.1 AUDI 7.4 LEXUS 6.7 SAAB 6.4 VOLVO 6.6 HONDA 5.9 SMART 4.6 SEAT 5.8 Social integration LANCIA 5.1 CITROEN 6.1 TOYOTA 6.4 OPEL 6.0 6.1 RENAULT SUZUKI 5.2 KIA 4.8 FIAT 4.0 5.9 FORD HYUNDAI 4.8 5.0 SKODA MAZDA 5.6 MITSUBISHI 5.1 NISSAN 4.9 Controlling emotions
Slide 16: Appeal value 2007 More than 3 places up in ranking 10 9 8 7 6 5 4 3 2 1 VOLKSWAGEN ALFA ROMEO LAND ROVER JAGUAR MINI MERCEDES CHRYSLER PEUGEOT PORSCHE 7,4 7,1 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 More than 3 places down in ranking 6,1 6,1 6,1 6,1 6 Average: 6.0 RENAULT LEXUS AUDI TOYOTA CITROEN VOLVO SAAB JEEP DODGE BMW + + + + - - - - + + - - OPEL 0 -
Slide 17: Appeal value 2007 10 9 8 7 6 5 4 3 2 1 MITSUBISHI CHEVROLET HYUNDAI SUZUKI LANCIA MAZDA NISSAN HONDA SMART SKODA FORD SEAT FIAT KIA 0 5,9 5,9 5,8 5,8 5,6 5,2 5,1 5,1 Average: 6.0 5 4,9 4,8 4,8 4,6 4 - - + - + - - - - -
Slide 18: Appeal value 2007: men vs women Appeal score brands WOMEN 8 BMW PEUGEOT VOLKSWAGEN AUDI 7,5 7 LAND ROVER 6,5 MINI PORSCHE MERCEDES VOLVO LEXUS SAAB JAGUAR 6 5,5 JEEP TOYOTA DODGE CHRYSLER OPEL CITROEN SEAT RENAULT CHEVROLET ALFA ROMEO HONDA MAZDA FORD 5 HYUNDAI KIA SMART LANCIA SUZUKI NISSAN MITSUBISHI SKODA 4,5 FIAT 4 Appeal score brands MEN 4,5 5 5,5 6 6,5 7 7,5 8 3,5 3,5 4
Slide 19: Part III Positioning brands 1. Emotional 2. Functional
Slide 20: Measured associations • 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) • • • • • •
Slide 21: Functional characteristics 2007 brands Top 3 Top 3 1 Space Functionality Looks and comfort Safety Technology Durability Advantageous price Eco-friendly Dodge Smart Porsche Jeep Porsche Volvo Kia Smart 2 Chrysler Mini Jaguar Jaguar Alfa Romeo Audi Fiat Suzuki 3 Chevrolet Land Rover/ Seat Alfa Romeo Dodge BMW Porsche Suzuki Fiat
Slide 22: Part IV Positioning models 1. Emotional 2. Functional
Slide 23: Part IV Positioning models 1. Emotional 2. Functional
Slide 24: Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike
Slide 25: Small city cars & small compact cars Energetic sporty cars Indulging emotions Lively spontaneous 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 affirmation Smart Fortwo Fiat Punto Mitsubishi Colt Nissan Micra Social integration Classy status cars Hyundai Getz Renault Twingo Chevrolet Matiz Fiat Seicento Shy female cars Kia Picanto Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars
Slide 26: Evolution Small city cars & small compact cars Energetic sporty cars Indulging emotions Lively spontaneous cars Young female cars Smart.Fortwo(05) Renault.Clio(05) Citroën C2 VW Fox Citroën C1 Toyota Yaris Social affirmation Renault Clio Nissan Micra(05) Citroen.C3(05) Suzuki Swift Peugeot 107 Citroën C3 Honda Jazz Ford Toyota Aygo Ka Toyota.Yaris(05) Smart Fortwo Fiat Punto Mitsubishi Colt Renault.Twingo(05) Nissan Micra Shy Kia Picanto Social integration female cars Classy status cars Renault Twingo Chevrolet Matiz Fiat Seicento Hyundai Getz Fiat.Punto(05) Capable compromise cars Superficial compromise cars Controlling emotions Hyundai Getz(05) Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Trivial functional cars
Slide 27: Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike
Slide 28: Small family cars & small monospaces Energetic sporty cars Alfa Romeo 147 Indulging emotions Seat Leon Lively spontaneous cars Seat Ibiza Honda Civic VW Golf Peugeot 207 Young female cars Mini Peugeot 307 Seat Cordoba Opel Astra VW New Beetle Peugeot 1007 VW Polo Ford Fusion Renault Clio Citroën C4 Ford Fiesta Opel Corsa Renault Modus Fiat Punto BMW Serie-1 Audi A3 Social affirmation Mercedes Serie A Social integration Shy female cars Toyota Corolla Suzuki Sx4 Classy status cars VW Caddy Fiat Panda Opel Agila Renault Kangoo Citroën Berlingo Hyundai Atos Opel Combo Skoda Fabia Fiat DobloMazda 2 Peugeot Partner Renault Mégane Dacia Logan Capable compromise cars Superficial compromise cars Controlling emotions Fiat Stilo Trivial functional cars
Slide 29: Evolution: Small family cars & small monospaces Energetic sporty cars Alfa Romeo 147 VW.Golf(05) Alfa Romeo 147(05) Indulging emotions Seat Leon Seat Ibiza Lively spontaneous cars Mini.Mini(05) Honda Civic VW Golf Seat Cordoba Peugeot 307 Seat Ibiza(05) Peugeot 207 Mini VW New Beetle Ford.Fiesta(05) Young female cars Opel Astra BMW Serie-1 Audi A3 Peugeot 1007 VW Polo Renault.Clio(05) Ford Fusion Renault Clio Honda Civic(05) Fiat.Stilo(05) Opel.Corsa(05) Renault.Modus(05) Citroën C4 Peugeot.307(05) Ford Fiesta VW.Polo(05) Mazda 2(05) Mercedes Serie A Renault.Mégane(05) Citroen.C4(05) Opel.Astra(05) Mercedes.Serie.A(05) Toyota Corolla Toyota.Corolla(05) Fiat.Panda(05) Opel Corsa Renault Modus Fiat Punto Social affirmation Social integration Shy female cars Fiat.Punto(05) Classy status cars Ford.Fusion(05) VW Caddy Fiat Panda Renault Kangoo Opel Agila Citroën Berlingo Hyundai Atos Opel Combo Skoda Fabia Fiat Doblo Mazda 2 Renault Mégane Peugeot Partner Dacia Logan Fiat Stilo Capable compromise cars Superficial compromise cars Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Controlling emotions Trivial functional cars
Slide 30: Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike
Slide 31: Medium/large family cars & big limousines Energetic sporty cars Indulging emotions Lively spontaneous cars Young female cars Mazda 3 BMW Serie-3 Alfa Romeo 159 BMW Serie-7 Honda Accord BMW Serie-5 Lexus IS Audi A8 Peugeot 407 Saab 9-5 Saab 9-3Audi A4 Opel Signum Audi A6 Mercedes CLS Opel Vectra Jaguar X-type Social affirmation Ford Focus Social integration Shy female cars Classy status cars Mercedes Serie S Mercedes Serie E VW Jetta Mercedes Serie R Peugeot 607 Volvo V70 Mercedes Serie C Volvo S60 Volvo S80 Volvo S40 VW Passat Mazda 6 Ford Mondeo Citroën C5 Toyota Avensis Toyota Prius Capable compromise cars Superficial compromise cars Controlling emotions Renault Laguna Skoda Superb Skoda Octavia Trivial functional cars
Slide 32: Evolution: Medium/large family cars & big limousines Energetic sporty cars Indulging emotions Lively spontaneous cars Young female cars Mazda 3 BMW Serie-3 Mazda 6(05) Alfa Romeo 159 Bmw.Serie.3(05) BMW Serie-7 Honda Accord BMW Serie-5 Saab 9.3(05) Lexus IS Audi A8 Peugeot 407 Saab 9-5 Saab 9-3 Opel Signum Audi A6 Mercedes CLS Opel Vectra Jaguar X-type Volvo S40(05) Mazda 3(05) Social affirmation Ford Focus Social integration Shy female cars Classy status cars Mercedes Serie S Mercedes Serie E VW Jetta Mercedes Serie R Audi.A6(05) Peugeot 607 Bmw.Serie.7(05) Volvo V70 Peugeot.607(05) Mercedes Serie C Volvo S60 Volvo S80 Opel Signum(05) Jaguar X - type(05) Saab 9.5(05) VW PassatVolvo S40 Mazda 6 Ford Mondeo Volvo S80(05) Mercedes.Serie.E(05) Mercedes.Serie.S(05) Citroën C5 Mercedes.Serie.C(05) VW.Passat(05) Opel.Vectra(05) Toyota Prius Toyota Avensis Renault.Laguna(05) Capable compromise cars Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Superficial Citroen.C5(05) Skoda Octavia(05) Ford.Mondeo compromise cars (05) Controlling emotions Renault Laguna Skoda Superb Skoda Octavia Trivial functional cars
Slide 33: Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike
Slide 34: Medium/large monospaces Energetic sporty cars Indulging emotions Lively spontaneous cars Seat Altea Young female cars Ford Focus c-max Chrysler PT Cruiser Ford S-max Social affirmation Volvo V50 Chrysler Grand Voyager Mercedes Serie B Citroën Xsara Picasso Suzuki Sx4 Social integration Shy female cars Classy status cars VW Sharan Ford Galaxy Renault Espace Opel Zafira VW Touran Mazda 5 Opel Meriva Capable compromise cars Superficial compromise cars Citroën C8 Seat Alhambra Peugeot 807 Hyundai Matrix Controlling emotions Trivial functional cars
Slide 35: Evolution: Medium/large monospaces Energetic sporty cars Indulging emotions Lively spontaneous cars Seat Altea Young female cars Ford Focus c-max Chrysler PT Cruiser Ford S-max Social affirmation Volvo V50 Volvo V50(05) Chrysler PT Cruiser(05) Social integration Citroën Xsara Picasso Suzuki Sx4 Chrysler Grand Voyager Mercedes Serie B Seat Alhambra(05) Shy female cars Classy status cars VW Sharan Ford Galaxy Renault Espace Opel Zafira Peugeot.807(05) VW Touran Opel Meriva Capable compromise cars Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Superficial compromise cars Seat Alhambra Peugeot 807 Citroën C8 Hyundai Matrix Hyundai Matrix(05) Controlling emotions Trivial functional cars
Slide 36: Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike
Slide 37: Jeeplike Energetic sporty cars Kia Sportage Mitsubishi Pajero Jeep Grand Cherokee Toyota RAV4 Porsche Cayenne LR Freelander Hyundai Tucson LR Range RoverLR RR Sport Hyundai Santa Fe VW Touareg BMW SERIE-X3 BMW Serie-X5 X-trail Nissan Toyota Landcruiser Volvo XC90 Audi Q7 Suzuki Grand Vitara Indulging emotions Lively spontaneous cars Young female cars Suzuki Jimny Mercedes Serie M Social Lexus affirmation RX Social integration Shy female cars Classy status cars Fiat Panda Capable compromise cars Superficial compromise cars Controlling emotions Trivial functional cars
Slide 38: Evolution: Jeeplike Energetic sporty cars 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 Grand Vitara Indulging emotions Lively spontaneous cars Young female cars Suzuki Jimny(05) Suzuki Grand Vitara (05) Hyundai Santa Fe VW Touareg BMW SERIE-X3 Mitsubishi.Pajero (05) BMW Serie-X5 X-trail Nissan Toyota Landcruiser Volvo XC90 Audi Q7 Mercedes.Serie.M (05) Hyundai.Tucson (05) Land.Rover.Range.Rover (05) Volvo.Xc90 (05) Mercedes Serie M Hyundai.Santa.Fe (05) Nissan.X.Trail (05) Suzuki Jimny Social Lexus affirmation RX Fiat.Panda(05) Social integration Shy female cars Classy status cars Fiat Panda Capable compromise cars Perception in 2005 Perception in 2007 Perception in 2007 for the first time Perception is the same in 2005 and 2007 Superficial compromise cars Controlling emotions Trivial functional cars
Slide 39: Positioning models 1. Emotional 2. Functional
Slide 40: Functional characteristics 2007 models Top 3 Top 3 1 Space Functionality Looks & comfort Safety Technology Durability Advantageous price Eco-friendly Seat Alhambra Suzuki Jimny Volkswagen New Beetle Saab 9-3 Alfa Romeo 159 Mercedes Serie A Fiat Seicento Fiat Seicento 2 Fiat Stilo Citroën Berlingo Alfa Romeo 147 Nissan X-trail BMW Serie-1 Mercedes Serie C Skoda Fabia Smart Fortwo 3 Fiat Doblo Seat Alhambra Saab 9-3 Land Rover Range Rover / Land Rover RR Sport BMW Serie-7 Mazda 3 Renault Twingo Ford Ka
Slide 41: Part V Information specific to car sector
Slide 42: Trends in the car sector How many people are satisfied with their current car? 92% How many people plan to buy their new car from an authorized dealer? 81% Who knows what hybrid car means? 47% Who finds it important to have modern gadgets to make driving as pleasurable and pleasant as possible? 46% When a couple decides to buy a new car, what is the weight of the woman for actually purchasing the car? 48%
Slide 43: Trends of car sector Total A very well equipped car Even for a minor service, I prefer a garage of the brand I compare many models before purchase Guarantee type may influence my choice Car = dream or pleasure 37% 45% 56% 64% Women Men 63% 60% Loyal to my brand car A lot of money for my car 22% 36% Car = success 0% 25% 50% 75% 100%
Slide 44: Buying a new car Who decides? Men 100 90 80 70 60 Maintenance/problem Fuel type & engine capacity 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 Colour % Women
Slide 45: Buying a new car • For which characteristics are they more sensitive? A woman? She wants a car to be: • safe • durable • comfortable • beautiful • practical • eco-friendly A man? He wants a car with: • state-of-the-art technology • multifunctionality & space • attractive upholstry & finish • powerful engine
Slide 46: Buying a new car Which characteristics are important? SAFETY Dependable Good road holding ability Easy to drive Solid Pow erful engine TECHNOLOGY State-of-the-art technology DURABILITY Reliable Good service facilities Long lasting Good guarantee 0 10 20 30 40 50 60 70 80 90 100 Women Men Total
Slide 47: Buying a new car Which characteristics are important? LOOKS & COMFORT Pleasant to drive Comfortabel Attractive upholstry & finish Beautiful design Good brand image ECO-FRIENDLY Good quality-price ratio Economical Cheap to maintain Eco-friendly 0 10 20 30 40 50 60 70 80 90 100 Women Men Total
Slide 48: Buying a new car Which characteristics are important? FUNCTIONALITY Practical Multifunctional SPACE Spacious Family car 0 10 20 30 40 50 60 70 80 90 100 Women Men Total
Slide 49: 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
Slide 50: Buying a new car • They consider buying Citroen Volkswagen Opel Audi Peugeot Renault Toyota Ford Bmw Mercedes 15% 25% 24% 24% 24% 23% 22% 22% 22% 22%
Slide 51: Buying a new car Which type? monovolume break berline one volume 4X4 small city car coupé convertible sport wagon hybrid 11% 10% 7% 5% 25% 34% 34% 49% 45% 58% Nr 1 Nr 1 ♂ ♀
Slide 52: Buying a new car Top 3 brands per type Monovolume Break Berline One volume 4X4 Small city car Citroën Audi Audi BMW Toyota Citroën Ford Opel BMW Ford BMW Peugeot Renault Volkswagen Toyota Citroën Audi Renault
Slide 53: Car study 2007: 8th edition