PERCEPTIONS OF AUTO BRANDS - CANADA - JANUARY 2018

PERCEPTIONS OF AUTO BRANDS - CANADA - JANUARY 2018

Jan 2018 Mintel MachinesN/A Price :
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Brand perceptions for automotive manufacturers are critical to success since consumers are infrequently in the market for a vehicle. Gas mileage, safety ratings, reputation and past experiences are key factors that play a role in shaping consumers perceptions of car brands. Operators in the category face hurdles such as bad publicity and the fact that most consumers are considering multiple brands for their next vehicle. With consumers likely to respond well to brands with strong resale value and to those that have high safety ratings, auto makers will need to identify their strengths and address them, in order to reach their target audience.
Table of contents
OVERVIEW
What you need to know
Definitions
EXECUTIVE SUMMARY
The issues
Below average perceptions of Dodge and GMC
Figure 1: Perceptions of auto brands, Dodge vs GMC vs average perception score across all brands, October 2017
Negative publicity and reviews affect brand consideration
Figure 2: Media-related attitudes towards car brands, October 2017
The majority are considering multiple brands
The opportunities
Honda and Toyota are in a good position
Figure 3: Perceptions of auto brands, Toyota vs Honda vs average perception score across all brands, October 2017
Most enjoy driving their car
Figure 4: Loyalty towards cars and car brands, October 2017
Gas mileage a key influencing factor
Figure 5: Influencing factors (any rank), October 2017
What it means
THE MARKET WHAT YOU NEED TO KNOW
Government investment in Ontarios auto industry
Longer-lasting vehicles impact purchase decisions
Monetary worries can lead to conservative spending habits
Gas prices can affect vehicle choice
MARKET FACTORS
Government investment in Ontarios auto sector
Longer-lasting vehicles impact purchase decisions
Monetary concerns can lead to cautious spending habits
Gasoline prices can affect vehicle choice
Figure 6: Average retail prices for regular gasoline in Canada
KEY PLAYERS WHAT YOU NEED TO KNOW
Marketing Subarus outdoor abilities
Mazda targets those who enjoy driving
Honda and Toyota excel
Recalls continue
Volvo and Jaguar plan electric and hybrid lineup
MARKETING AND ADVERTISING
Subarus outdoor capabilities
Figure 7: Subaru, mobile-advertisement, September 2017
Figure 8: Subaru, mobile-advertisement, September 2017
Mazda targets those who enjoy driving
Figure 9: Mazda, online-advertisement, November 2017
Figure 10: Mazda, online-advertisement, May 2017
Figure 11: Mazda Canada, 2017 CX-5, The Art of The Drive, April 2017
Built Ford tough
Figure 12: Ford, online-advertisement, November 2017
Figure 13: Ford Canada, haul more with the new 2018 F-150, September 2017
VWs stylish new additions
Figure 14: Volkswagen, online-advertisement, October 2017
Figure 15: Volkswagen, Volksfest sales event, print advertisement, October 2017
WHATS WORKING?
Honda and Toyota dominate
Tesla highly regarded as cutting-edge
WHATS STRUGGLING?
Recalls persist
Positive perceptions of VW even after emissions scandal
WHATS NEXT?
Volvo and Jaguar soon to go all electric and hybrid
Ford and General Motors look to rebrand as mobility companies
THE CONSUMER WHAT YOU NEED TO KNOW
Perceptions strong for Honda and Toyota
Mazda seen as stylish, Kia and Hyundai as good value
Most enjoy driving their vehicle
Gas mileage the top influencing factor
Negative publicity and reviews affect brand consideration
PERCEPTIONS OF AUTO BRANDS
Honda and Toyota lead the pack
Figure 16: Perceptions of auto brands, Toyota vs Honda vs average perception score across all brands, October 2017
Older consumers driving many of the increased Toyota perceptions
Figure 17: Perceptions of Toyota (select), by age, October 2017
Similar age trends seen with Honda perceptions
Figure 18: Perceptions of Honda (select), by age, October 2017
Chinese Canadians have a favourable view of Honda
Figure 19: Perception of Honda, Chinese Canadians vs overall population, October 2017
Dodge and GMC lag behind
Figure 20: Perceptions of auto brands, Dodge vs GMC vs average perception score across all brands, October 2017
VW seen as stylish, good quality and luxurious
Figure 21: Perceptions of auto brands, Volkswagen vs average perception score across all brands, October 2017
Mazda viewed as stylish, but less so on durability
Figure 22: Perceptions of auto brands (select), Mazda vs average perception score across all brands, October 2017
South Korean auto makers receive high marks for value
Figure 23: Good value perception of auto brands, Hyundai vs Kia vs average perception score across all brands, October 2017
BRAND LOYALTY
Most take pleasure in driving their vehicle
Figure 24: Loyalty towards cars and car brands, October 2017
Women place more importance on resale value
Figure 25: Importance of resale price when choosing a brand, by gender, October 2017
Over half are considering multiple brands
INFLUENCING FACTORS
Gas mileage is a key influencing factor
Figure 26: Influencing factors (any rank), October 2017
Older cohorts more likely to cite past experience and customer service
Figure 27: Influencing factors (any rank), 18-44s vs over-45s, October 2017
ATTITUDES TOWARDS AUTOMOTIVE BRANDS
Negative publicity as well as reviews can swing brand consideration
Figure 28: Media-related attitudes towards car brands, October 2017
Figure 29: Select attitudes towards car brands, October 2017
Safety a concern for Chinese Canadians
APPENDIX DATA SOURCES AND ABBREVIATIONS
Data sources
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

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