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Automotive News and Press Releases
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New study reveals uphill route to EV market appeal
Automotive researcher Trend Tracker’s new Car Buyer Brand Perceptions 2011 study, of a nationally representative sample of 12,000 motorists, tracks the criteria on which buyers choose individual brands, and the size, type and cost of car they intend to buy next. Among the criteria investigated are carbon emissions, and the type of engine consumers’ next car is likely to have. The results may be at least modestly encouraging for manufacturers offering lower-emissions cars to comply with mandatory EU targets, but less so for electric cars.
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New study uncovers car brands’ emotive and rational appeal
Most of us tend to be either right brain or left brain dominant when we process information. When we evaluate the purchase of a car using our left brain we fix on the rational economic criteria associated with car purchase – price, affordability, part-exchange values, special offers, etc. Car manufacturers, however, want to make the decision process less rational and less cost- and price-sensitive, by encouraging us to focus on their brand’s emotive appeal.
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Economy erodes premium car brands’ loyalty leadership
A new Trend Tracker research study into car buyers’ brand perceptions and purchasing intentions shows that 46% of all motorists will buy the same brand of car again, with the premium brands BMW and Audi achieving the highest and second-highest rates of customer loyalty. 68% and 65% respectively said they would stick with those brands, with Ford the third best supported brand in the survey, followed by Mercedes-Benz and Land Rover/Range Rover.