MIAMI, FLORIDA, 16 April 2019 – Love is the cornerstone in the Consumer-Brand relationship, explaining a significant portion of why consumers are more likely to purchase a particular brand.
“Volkswagen remains the Most Loved Non-Luxury Automotive Brand in Mexico for two consecutive quarters, followed closely by industry sales leader Nissan,” said Mike Weil, President, Global Automotive Research and Insights at Insights 4 Less, LLC. “The Most Loved Brands are in a position to benefit from greater sales and/or profitability success. On the other hand, competitors are constantly challenging the leaders in a race to own the number one position so that they too can benefit from greater sales and profitability.”
Following are some of the Mexico Non-Luxury 1Q 2019 study findings:
- Toyota (46%) for the first time in the history of the study moves up to the number three position leading Chevrolet (42%) and adding pressure to leaders Volkswagen (55%) and Nissan (52%).
- Mazda (39%) improved by six points, moving above Jeep (35%) and Kia (33%).
- Hyundai (27%) remains the tenth Most Loved Brand and has not been able to improve upon this position with sales just inside the top 10.
Lincoln provided an beautiful display at the La Jolla Concours d'Eelegance this weekend. An excellent opportunity for consumers to become more familiar with the Lincoln brand. Being able to freely open the doors and get inside the vehicles can be very powerful for helping consumers to shape more positive perceptions of the brand and create more love for the Lincoln brand. #morelovemoresales #lincoln #automotive #luxury #lajollacours #insights4less
Meaningless or Meaningful?
A brand's social media fan base has little to nothing to do with sales, at least in any direct way. So, why as a marketer should a brand care about:
- Actively posting Social Media content
- Total Brand Fan Base
Aside from trolls, social media provides a powerful set of channels for staying in front of your owners and future owners on a daily basis.
Done right, social media allows brands to continue building their brand awareness and communicate engaging messages that can shape consumers opinions of a brand, moving consumers closer to consideration and eventually purchase.
Overall, social media as a platform is still very young (compared to traditional media) and we should expect a continuing evolution of the power of social. Which is exactly why brands must remain active on the key social channels for developing their brands.
At Cars and Coffee in the ranch with my son before soccer. Together, we love cars a lot (soccer too). While we were not given the keys to take this classic Ferrari race car for a drive, we sure did enjoy staring at its beauty.
Can Volkswagen’s new boss pull Volkswagen out of the doldrums? Stuck at about two percent market share, there is room to grow. But will consumers “definitely consider” purchasing Volkswagen, is the question.
Volkswagen was once a limited destination brand, offering mostly car models, though has added SUVs, some of which have come and gone, I still struggle to spell Touareg, I guess good riddance. With a more complete product portfolio, can Keogh draw in more car and SUV consumers to accelerate brand growth?
It may take more than an Audi-like turn-around to put Volkswagen on a track similar to Nissan. Nissan has been progressing (albeit slowly, but that’s how this happens) for many years to distinguish itself from Tier 2 brands, keeping its distance from Hyundai and closing in on Ford.
Aside from going deep on “product strengths” and “innovative marketing”, the first task at hand is what to do with all those Volkswagen Haters? 37% of New Vehicle Intenders will not Consider Volkswagen (Ouch!). Frankly, Volkswagen’s Consideration dynamics are upside-down compared to Nissan.
There exists a significant engagement opportunity to help consumers understand the benefits of the Volkswagen brand and what the brand stands for in the U.S.
I believe it is important to balance work, life, and fun. About a week ago in Colorado, my son and took a ride in a Dodge Challenger and what fun that was, especially for my son who loves cars.