MIAMI, FLORIDA, 28 January 2020 – Consumer-Love for a brand remains a key performance indicator of brand health and future success.
“Love scores are very effective by explaining why brands sell at the level they sell, said Mike Weil, President, Global Automotive Research and Insights at Insights 4 Less, LLC. Our approach of integrating research results with market dynamics tells the complete brand story, providing marketers with meaningful insights for evolving their own successful marketing strategy.”
• Volkswagen Love score (53%) strengthens, remaining the Most Loved Brand. Brand dynamics and a competitive market continue to challenge Volkswagen’s sales success.
• Nissan (49%) strengthens, jumping ahead of Toyota (45%) and challenging Volkswagen. Toyota slips to number four in the rankings as Volkswagen, Nissan, and Honda Love scores all gained strength.
• Chevrolet (44%) and Ford (40%) continue to navigate an increasingly competitive market, trailing Toyota and Honda in the Love rankings for two consecutive quarters.
• Hyundai Love score (24%) slips and continues below the industry median while Love for Kia (32%) remains above the median, supporting a stronger sales share.
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
MIAMI, FLORIDA, 19 September 2019 – Social Media Marketing continues to gain momentum as more brands shift bigger chunks of their budgets into digital marketing.
The Social Media Effectiveness Study measures brands’ Share of Digital Voice among online consumers across multiple channels.
“Digital has leveled the playing field of opportunity, allowing brands to increase their Share of Voice, which can significantly influence top of Funnel metrics like Ad Recall and Awareness, said Mike Weil, President, Global Research & Insights at Insights 4 Less, LLC. The very top of the Funnel is a key piece of any brands success, helping to carry momentum toward equity building, and eventually sales.”
Summary of results:
Porsche (101.9) continues to increase its share of digital voice, gaining 3.2 points over year ago levels. Second in the rankings is Ford (90.5), losing 3.2 points in the last year. Despite Ford’s growth on Instagram and YouTube, other key brands are growing at a faster rate, slowly squeezing Ford’s presence.
Tesla (83.3) Social Media Effectiveness score has been growing at a rapid pace, up nearly 15 points since year ago levels and this is without a Facebook page.
Chevrolet (59.8) is position five in the rankings, slipping 6.2 points since year ago. Nissan (40.1) slips 2.9 points and trails Volkswagen (50.3).
Jeep (36.6) is at an all-time high, adding 3.1 points from year ago. Mercedes-Benz (35.6) gained 3.2 points from year ago and is tenth in the rankings.
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.
The strong relationship of Social Media and Brand Awareness elevates the importance of a well-designed brand marketing strategy.
As a marketing platform, social media has a unique ability in creating brand awareness, a key component to purchase consideration, shopping, and sales success.
Summary of results:
Ford Canada has progressively grown its Social Media Effectiveness score, up from 86.6 a year ago to 96.3 in May 2019. Ford’s progress has put the brand in the lead over Toyota, which has slipped from 88.5 a year ago to 84.4 in May 2019.
Chevrolet moves up one spot to number four in year-over-year (y-o-y) rankings, despite its Effectiveness score slipping from 80 to 72.2 as competitors Ford and Hyundai gained.
Honda (50.1) and Subaru (43) remained steady y-o-y, while Volkswagen goes from 36.4 to 32.6 and maintains the same 13th spot ranking. Mazda, is down from 45.6 to 43.5, slipping two spots as does Nissan which is down from 19.8 to 17.6 as it sheds nearly 4 points.
Luxury brand BMW (76.9) moves up one spot as Mercedes-Benz (68.7) falls two positions in y-o-y rankings. Audi (44.1) gained four points and moved up two positions in the rankings from a year ago.
About the Social Media Effectiveness study. The monthly study is designed to help marketers quickly understand their brand strength among fans vis-à-vis competitors across core social media platforms. The complete study provides platform-by-platform metrics, helping marketers understand brand strengths, challenges, and the opportunities that can lead to greater overall love for the brand.
Kia is hustling to the top, followed closely by Toyota in our Mexico Social Media Marketing rankings. Both brands appearing to be in pursuit of the most loved Volkswagen brand.
As an indicator of which brands are “working hard”, Kia is actively flexing its social media muscles. Among non-luxury brands, Kia made the largest year-over-year gain, maintaining the number two position in the rankings behind number one Volkswagen. Volkswagen has actually lost strength, but maintains a very healthy lead.
The growth of Kia and Toyota is a clear indication of which brands are working hard to become the best known and possibly the most loved brands in the future.
Among luxury brands, Mercedes-Benz, BMW, and Lincoln each made positive gains in their year-over-year scores. Lincoln’s growth has brought the brand up to the same level as Cadillac, which has been on the decline.
The Social Media Marketing study is designed to help marketers quickly understand their brand strength among fans vis-à-vis competitors across core social media platforms. The complete study provides platform-by-platform metrics, helping marketers understand brand strengths, challenges, and the opportunities that can lead to greater overall love for the brand.
Spending a sh!t ton of money on marketing?
Is it working? Is it landing in front of your audience? Need help finding your audience?
Consumers listening to music on the radio is a big (gigantic) market and is fairly well-dispersed across age groups from 16 to 55+ years of age. Done correctly, radio can be very effective for staying in tune with your target market.
News on TV captures another large audience of new vehicle intenders, but be careful that your ads are not a follow-along to negative news.
While Reality TV captures a large audience, tread cautiously as few new vehicle intenders are getting caught in the deadliest catch of bachelor watching. And don’t make your ad spend strategy a family feud either because game shows have the lowest draw among new vehicle intenders.
Need help finding your spending sweet spot? We have experience sorting through the numbers so you can know with confidence if you are over or underspending.
Among All-New Vehicle Intenders in the U.S., percent participating in this activity Almost Every Day
Is your digital marketing strategy giving you the results you want or expect?
While most may think of Facebook as the 800 pound gorilla that should get the lions share of your digital budget, only 60% of new vehicle intenders are visiting Facebook every day. Sure, 60% is a big number, but if you are overlooking other channels that range from music streaming (41% every day) to YouTube (40% everyday) and Instagram (28%), you may be missing a large and very valuable segment of consumers for your brand.
Perhaps even more important is to understand by automotive brand, where are your brand intenders spending their time online? It can be easy to push all your marketing chips into the Facebook bucket, but if the larger portion of your target audience is spending more time on Instagram, wouldn’t it make sense to re-balance your digital investment strategy?