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AP Catalog 170117

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AP Catalog 170117 AutoPacific Brand Retention and Nameplate Dynamics Study (BRANDS) The Brand Retention and Nameplate Dynamics Study, better known as BRANDS, is AutoPacific's comprehensive look at the dynamics of each segment, brand and vehicle contained within the Research Suite database. Provided in two-page layouts containing user-friendly charts, graphs, and top ten lists, BRANDS can be used for quick reference or as a competitive analysis tool. Methodology • Rejection reasons (when 2nd choice • BRANDS is created using a multitude of vehicle) questions from the New Vehicle Satisfaction • Vehicle image statements Study • Future brand and segment consideration Samle Size: • Over 65,000 new car and light truck acquirers* • Next purchase intention *Sample size for individual questions may vary • Vehicle Satisfaction and Ideal Vehicle scores Deliverables: • First-time buyer • Electronic file in PDF format What Previous Age vs. Income (In Relation to Aspirational Luxury Car Segment Average) Future Consideration What Current Owners Owners Bought Intend to Buy Next $185 A5 Future Macro Segment Consideration (! all that apply) Audi A4 20% Segment Avg. Audi (Select 1 of 11 Vehicle Types) Audi Study Contents $170 5-Series BMW 3-Series 8% XC90 A4 Luxury Car 34% $155 G37 Nissan Altima 6% A6 80% Mid-Size Car 26% A4 3-Series Volkswagen Jetta 5% $140 Sports/Sporty Car 14% Honda Accord 4% 9-3 60% Compact/Mid CUV 9% $125 52% 53% 50% 50% Previous owner loyalty Jeep Wrangler 4% 45% Compact/Mid SUV 6% • S40 Infiniti G37 3% $110 Large/Luxury CUV 6% Brand Loyalty Pilot 40% Passat Audi A5 3% $95 Large/Luxury SUV 2% (Current Vehicle Owners Jetta CC Accord Previously Owned this Brand) Subaru Impreza WRX 2% Median HH Income (000) Pickup 2% Impreza WRX Altima 17% Honda Pilot 2% $80 20% 14% Compact Car 2% Rabbit Sample Size: 143 $65 0% Minivan 0% 27% 33 35 37 39 41 43 45 47 49 51 53 55 57 0% Large Car 0% 80% Previous ownership (source of sales) Median Age Lux Mid Sml Sports P/U SUV X-SUV Van • Sample Size: 71 Brand Conquest Generation Mix Psychographic Attributes 5 = Strongly Agree 60% Future Brand Consideration (! all that apply) (Current Owners Did NOT Substantial differences compared to Segment: 89% Previously Own this Brand) Substantial Difference = +/– 0.2 pts Score: Median Price Planning to Pay 40% Gen Y 6% Ability to transport large items is important 80% 72% For Next Vehicle: $40,000 73% 9% 35% Memo: Current Vehicle 20% Gen X 15% 60% 57% Median Price Paid: $40,000 Van Van Mid-Size Luxury Compact Sports Pickup SUV Crossover 60% Second choice make/model (cross-shop) I'd pay more for a veh made with recycled materials • 49% 0% First Time Buyer Younger 9% 29% Next Vehicle Will: 20% 40% 37% Euro Boomer 40% 35% 34% 32% Be Addition to Fleet 11% 1st Vehicle -- 1% N.Am. I want the latest entertainment equipment in my veh Replace … 1st Time w/ Mfr -- 49% Older 37% -10% 51% - Subject Vehicle 48% Asian Boomer 20% - Other Fleet Vehicle 41% 0% 20% 40% 60% 80% I will only consider buying American makes of veh Silent 20% 0% • Age/income maps -12% 2% VW What Current Owners Audi Current Owners' Volvo Volvo BMW Acura Infiniti Lexus A highly versatile interior is important to me Toyota M-Benz Previously Drove Porsche 2nd Choice Vehicle G.I. 2% 44% Ideal Vehicle Score -12% Audi A4 19% Where Are They BMW 3-Series 29% (Ind. Avg. = 1231; Max = 1500) BMW 3-Series 4% 0% 10% 20% 30% 40% Going Next ? . Infiniti G37 7% 1266 Saab 9-3 3% -20% -10% +0% +10% Volkswagen Passat 5% • Generation mix Infiniti G35 3% Where Who Are They ? . M-Benz Brand 5% Audi Brand 3% Did BMW Brand 5% Audi A6 3% They Where Did They BMW 5-Series 5% Vehicle Volvo XC90 1% Come Audi A4 Shop ? . Audi A6 5% Satisfaction Score Volkswagen Touareg 1% From ? . Volvo 40 Series 2% (Ind. Avg. = 641; Max = 1000) Volkswagen Rabbit 1% Volkswagen CC 2% 643 Psychographic attributes Volkswagen Passat 1% Toyota Solara 2% • Sample Size: 71 Sample Size: 71 How Much Did These What Attributes Top 10 Changes They Would Top 10 Reasons for 80% Sources Influence Their Were They New Vehicle Make to Their Rejecting This Vehicle 80% Purchase Decision? Shopping For? Image Statements Current New Vehicle When 2nd Choice 60% 60% Test drive 71% Overall quality 97% High Quality 97% More int. storage 30% Price negotiation 49% 40% Prior experience 54% Handling 97% Trusted Brand 96% More pass. room 29% Price/mo. payments 31% 40% • Important attributes Internet/Web 45% Reliable/dependable 95% Sporty 93% Easier in and out 26% Dealer experience 26% Dealer salesperson 38% Fun to drive 94% Safe 90% More cargo space 22% Financing options 20% 20% 20% Price/Payments 34% Vehicle's ride 91% High Performance 90% More power 22% Exterior styling 19% Van Van Van Van Luxury Mid-Size Compact Sports Pickup SUV Crossover Mid-Size Luxury Compact Sports Pickup SUV Crossover Saw vehicle on road 29% Brand's reputation 91% Prestigious 88% Higher technology 17% Rebates/Incentives 16% 0% 0% Vehicle brochure 25% Feel safe while driv'g 91% Refined 86% Better visibility 11% Vehicle's reputation 13% Euro Awards won by veh. 24% Driver's seat comfort 90% Versatile 84% Daring ext. styling 11% Vehicle handling 13% Euro N.Am. Friend's advice 24% Interior styling 88% Fun 84% Less tech for EZ use 9% Rear seat room 11% N.Am. Respondent Count = 71 • Desired changes Asian Mag/News article 22% Vehicle's reputation 88% Has Heritage 80% Softer ride 9% Vehicle quality 10% Asian Sales Wtd Sample = 14437 0% 20% 40% 60% 80% Top 2 Box; 5=Completely Top 2 Box; 5=Ext Important Top 2 Box; 5=Strongly Agree 0% 20% 40% 60% 80% AutoPacific, Inc. • 2009 BRAND Study • Vehicle information sources/influencers See the following page for BRANDS example AutoPacific, Inc. • 2991 Dow Avenue • Tustin, California USA 92780-7219 7 (714) 838-4234 • FAX (714) 838-4260 • eMail [email protected] SAMPLE AutoPacific, Inc. • 2991 Dow Avenue • Tustin, California USA 92780-7219 8 (714) 838-4234 • FAX (714) 838-4260 • eMail [email protected] .
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