MIAMI, FLORIDA, 22 October 2019 – The strength of consumer love for brands continues to explain brand choice and the willingness to pay a price premium.
“Sales leaders BMW and Mercedes-Benz remain statistically even at the top of the Luxury Automotive Love rankings. The strength of consumers’ love for these brands supports each brands sales success,” said Mike Weil, President, Global Automotive Research and Insights at Insights 4 Less, LLC. “While our Love study insights help to explain brand success, our personalized client support is designed to help marketing leaders build stronger brands.”
• Audi (60.6%) remains third in the Luxury Love rankings, though has been losing strength. Audi sales have also slipped in recent months. Porsche (58.7%) remains very steady in fourth, maintaining its niche sporty position that can have a limiting effect on sales.
• Alfa Romeo (44.6%) has been notable in its stair-stepping growth that moved the brand above the Industry Median (43.6%) for the first time. Alfa Romeo’s growth in the Love rankings begins to position the brand for naturally stronger sales.
• Volvo (41.3%), after being on a growth path following the launch of XC40, has slipped below the Median. While Lincoln (40.2%), with its all-new Nautilus gains strength and moves up one position in the Love rankings.
MIAMI, FLORIDA, 15 October 2019 – Love is the benchmark of brand strength in the consumer-brand relationship, explaining a significant portion of why consumers purchase brands.
“Toyota, Honda, and Kia continue to disrupt the Mexico automotive market. For the first time in the history of the study, Toyota has moved into the number two position, displacing Nissan,” said Mike Weil, President, Global Automotive Research and Insights at Insights 4 Less, LLC. “Toyota has been building significant strength beneath the surface for many years, now with the potential to move the brand into a future sales leadership position.”
•Volkswagen (49.6%) remains the Most Loved Brand for a fourth consecutive quarter. Toyota (44.4%) is now at its highest level in the rankings, while Nissan (43.9%), which has been navigating corporate challenges, slips into third.
•Honda (42.4%) is down one position to number four in the Love rankings. However, among the highest socio-economic level consumers, Honda comes out on top.
•Kia (32.8%) moves up one position, ahead of Ford (30.1%). Both brands are above the Industry Median and in the Friend Zone