Love is the benchmark of brand strength in the consumer-brand relationship.
“The strong relationship between Love and Sales explains a significant portion of brand sales and profit success,” said Mike Weil, President, Global Automotive Research and Insights at Insights 4 Less, LLC. “Love scores provide a continuous outlook for the brand’s potential success or failure, allowing marketers to adjust the brand strategy before the consumers purchase.
Following are some of the Mexico Non-Luxury 2Q 2019 study findings:
•Volkswagen (56%) remains the leader as Most Loved Brand. Nissan (54%) holds onto the number two position while moving within two points of Volkswagen.
•Chevrolet (40%) slips two points and has fallen to position seven in the Love rankings; Chevrolet’s lowest point in the history of the study. Chevrolet’s loss can lead to continued downward pressure on sales. Meanwhile, Ford (43%) is beginning to make gains, moving into the Love Zone, and achieving its highest recorded position.
•Dodge (28%) continues to make gains, achieving its strongest Love score and highest level in the rankings, now just below Kia. Kia (36%) remains just inside the Friend Zone, in need of specific strengths to continue building natural equity and sales.