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Study of the image of 34 car brands
and more than 100 models
Car study 2007: 8th edition
Contents
I. Introduction & methodology
II. Theoretical frameworkIII. Positioning brandsIV. Positioning modelsV. Information specific to
car sector
Part I
Introduction & methodology
N=1862 car owners
Web panel
Equal distribution of men and women
Quota on socio-demographical characteristics: age, sexe and language
Methodology
18-248%
25-3429%
35-4434%
45-5429%
Fr40%
Du60%
Women52%
Men48%
Time online questionnaire: 20 minutes (self completion)
Contents questionnaire: Awareness of brands OR models
Perception of brands OR models
Emotional parameters
Functional characteristics
Additional ad hoc questions (hybrid technology, In-car entertainment, purchase intention)
Evaluation of 5 known brands or models per respondent
Using associative techniques
Questionnaire
Audi
BMW
Chrysler
Citroën
Chevrolet
Fiat
Ford
Honda
Hyundai
Alfa Romeo
Jeep
Lancia
Land Rover
Mazda
Mercedes
Mitsubishi
Nissan
Opel
Peugeot
KIA
Saab
Seat
Skoda
Smart
Suzuki
Toyota
Volkswagen
Volvo
Renault
A3, A4, A6, Q7, A8
1, 3, 5, 7, X3, X5
Grand Voyager, PT Cruiser
C1, C2, C3, C4, C5, C8Xsara Picasso, Berlingo
Matiz
Panda, Punto, Doblo,Stilo, Seicento
Fiesta, Focus, Fusion Focus c-max, S-max,Ka, Mondeo, Galaxy
Civic, Jazz,Accord
Getz, Matrix, Tucson, Santa-Fe, Atos
147, 159
Grand Cherokee
Ypsilon
RR Sport, Freelander,Range Rover
2, 3, 5, 6
A-class, B-class, C-class,E-class, S-Class, M-classCLS-class, R-class
Colt, Pajero
Micra, X-trail
Corsa, Astra, Zafira, Vectra, Agila, Meriva, Signum, Combo
207, 307, 407, 607, 807, Partner, 1071007
Sportage, Picanto
9-3, 9-5
Ibiza, Leon, Altea, Alhambra, Cordoba
Fabia, Octavia, Superb
ForTwo
SX4, Jimny, Grand Vitara, Swift
Yaris, Corolla, AvensisRav-4, LandCruiser, AygoPrius
Polo, Golf, Caddy, FoxTouran, Passat, Sharan, Touareg, Jetta, New Beetle
S40, V50, S60, V70, S80, XC90
Twingo, Clio,Mégane,Laguna, Espace, Modus,Kangoo
Mini Mini
Jaguar X-type
The underlined brands/models were not included in 2005
LoganDacia
Lexus IS, RX
Porsche Cayenne
35 brands and 135 models
Dodge /
0,8
0,8
1,1
1,1
1,6
1,6
1,6
1,6
2,0
2,3
2,4
2,5
2,6
2,8
2,8
5,4
7,9
8,4
9,1
10,7
13,1
13,9
Alfa Romeo
Mitsubishi
Honda
Mazda
Mercedes
Suzuki
Kia
Volvo
Nissan
Hyundai
Audi
Bmw
Fiat
Seat
Skoda
Toyota
Volkswagen
Ford
Renault
Peugeot
Opel
Citroen
Sample description brands
Part II
Theoretical framework
Controlling emotions
So
cial affirm
ation
Indulging emotionsS
ocial
integ
ration
Car =Car =Source of powerSource of power
Source of capabilitySource of capabilityWay of handling the Way of handling the
own psycheown psychein a social contextin a social context
Sporty
Energ
etic
Aggre
ssive
Inco
nspic
uous
Wea
k
Chara
cterle
ss
CalmSerious
SpontaneousLivelyYoung
Sim
ple
Sm
all
Sh
yCa
pa
ble
So
ph
isticate
dE
leg
an
t
Masculine
SuperiorClassy
Sweet
Feminine
Friendly
Model: fundamental meaning of the carI can "live" and "enjoy"the emotions of driving
I want to remain in "control“ of these emotions
Car can show my individual success &
power
Car can help me fit
in with others
Part III
Positioning brands
1. Emotional2. Functional
Part III
Positioning brands
1. Emotional2. Functional2. Functional
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Strict
Aggressive
Trivial
Shy
CapableDumb
Simple
Elegant
ArrogantEnergetic
Serious
Weak
Impulsive
Young
Calm
Classy
Authoritarian
Lively
Sweet
Masculine
Naive
Superficial
Original
Fun
Spontaneous
Feminine
Characterless
Sophisticated
VOLKSWAGEN
PEUGEOT
CITROEN
RENAULTOPEL
FORD
TOYOTA
BMW
AUDIMERCEDES
HYUNDAI
VOLVO
SKODA
SEAT
NISSAN
FIAT
ALFA ROMEO
SUZUKI
CHEVROLET
KIA
HONDA
MAZDA
SAAB
MINI
MITSUBISHI
LAND ROVER
LANCIA
SMART
JAGUAR
CHRYSLER
PORSCHE
LEXUS
JEEPDODGE
Brand positioning 2007
VOLKSWAGEN
PEUGEOT
CITROEN
RENAULTOPEL
FORD
TOYOTA
BMW
AUDIMERCEDES
HYUNDAI
VOLVO
SKODA
SEAT
NISSAN
FIAT
ALFA ROMEO
SUZUKI
CHEVROLET
KIA
HONDA
MAZDA
SAAB
MINI
MITSUBISHI
LAND ROVER
LANCIA
SMART
JAGUAR
CHRYSLER
PORSCHE
LEXUS
JEEPDODGE
Alfa.Romeo (05)
Bmw (05)
Jeep (05)
Land.Rover (05)
Chevrolet (05)Audi (05)
Chrysler (05)Jaguar (05)
Mercedes (05)
Saab (05)
Mini (05)
Smart (05)
Citroën (05)
Fiat (05)Ford (05)
Honda (05)
Hyundai (05)
Kia (05)
Lancia (05)
Mazda (05)
Mitsubishi (05)
Nissan (05)
Opel (05)
Renault (05)
Seat (05)
Skoda (05)
Suzuki (05)
Toyota (05)
Volkswagen (05)
Direction of movements 2005 vs 2007
Brand = position in 2007
Brand05 = position in 2005
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Evolution brands 2005 - 2007
Peugeot (05)
Average: 6.0
Appeal value 2007
+ + + + - - - - + + - - -
More than 3 places up in ranking
More than 3 places down in ranking
7,47,1 7,1 6,9 6,9 6,8 6,8 6,7 6,6 6,5 6,4 6,4 6,3 6,3 6,1 6,1 6,1 6,1 6,1 6
0
1
2
3
4
5
6
7
8
9
10
AU
DI
ME
RC
ED
ES
BM
W
PE
UG
EO
T
PO
RS
CH
E
MIN
I
VO
LKS
WA
GE
N
LEX
US
VO
LVO
LAN
D R
OV
ER
TO
YO
TA
SA
AB
JEE
P
CH
RY
SLE
R
ALF
A R
OM
EO
JAG
UA
R
CIT
RO
EN
RE
NA
ULT
DO
DG
E
OP
EL
Average: 6.0
Appeal value 2007
- - + - + - - - - -
5,9 5,9 5,8 5,8 5,65,2 5,1 5,1 5 4,9 4,8 4,8 4,6
4
0
1
2
3
4
5
6
7
8
9
10
HO
ND
A
FO
RD
SE
AT
CH
EV
RO
LET
MA
ZD
A
SU
ZU
KI
MIT
SU
BIS
HI
LAN
CIA
SK
OD
A
NIS
SA
N
HY
UN
DA
I
KIA
SM
AR
T
FIA
T
Appeal value 2007: men vs women
VOLKSWAGENPEUGEOT
CITROENRENAULTOPEL
FORD
TOYOTA
BMW AUDI
MERCEDES
HYUNDAI
VOLVO
SKODA
SEAT
NISSAN
FIAT
ALFA ROMEO
SUZUKI
CHEVROLET
KIA
HONDAMAZDASAAB
MINI
MITSUBISHI
LAND ROVER
LANCIA
SMART
JAGUAR
CHRYSLER
PORSCHE
LEXUSJEEPDODGE
3,5
4
4,5
5
5,5
6
6,5
7
7,5
8
3,5 4 4,5 5 5,5 6 6,5 7 7,5 8
Appeal score brands
WOMEN
Appeal score brands
MEN
Part III
Positioning brands
1. Emotional1. Emotional
2. Functional
23 functional characteristics 8 factorsSafety (through power)Solid, powerful engine, dependable, good road-holding ability, easy to drive
Looks and comfortBeautiful design, nice attractive upholstery and finish, comfortable, pleasant to drive, good brand image
Advantageous priceCheap to maintain, good price/quality ratio, economical
DurabilityGood guarantee, long lasting, reliable (few breakdowns), good service facilities / good after-sales service
SpaceFamily car, spacious
FunctionalityPractical, multifunctional
Eco-friendly
Technology (state-of-the-art technology)
Measured associations
Top 3
1 2 3
Space Dodge Chrysler Chevrolet
Functionality Smart Mini Land Rover/ Seat
Looks and comfort Porsche Jaguar Alfa Romeo
Safety Jeep Jaguar Dodge
Technology Porsche Alfa Romeo BMW
Durability Volvo Audi Porsche
Advantageous price Kia Fiat Suzuki
Eco-friendly Smart Suzuki Fiat
Top 3
Functional characteristics 2007 brands
Part IV
Positioning models
1. Emotional2. Functional
Positioning models
1. Emotional2. Functional2. Functional
Part IV
Positioning models 2007
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Mini
Citroën C2
VW New Beetle
Peugeot 207
VW Polo
Suzuki SwiftPeugeot 107
Citroën C3
Toyota Yaris
Renault Clio
Ford Ka
Citroën C1Peugeot 1007
VW Fox
Lancia Ypsilon
Young female cars
Renault Twingo
Fiat Punto Mitsubishi Colt
Opel Corsa
Ford Fiesta
Nissan Micra
Renault Modus
Smart Fortwo
Toyota AygoHonda Jazz
Suzuki Jimny
Hyundai Getz
Suzuki Sx4
Kia Picanto
Shy female cars
Skoda Superb
Skoda Octavia
Skoda Fabia
Renault Mégane
Renault Kangoo
Fiat Stilo
Opel Meriva
Fiat Panda
Citroën Berlingo
Peugeot Partner
Opel Combo
Chevrolet Matiz
Opel Agila
VW Caddy
Mazda 2
Hyundai Atos
Fiat Doblo
Fiat Seicento
Dacia Logan Hyundai Matrix
Trivial functional cars
Suzuki Grand Vitara
Opel Astra
Seat Ibiza
Peugeot 307Ford Focus c-max
VW Golf
Honda Civic
Seat Leon
Ford S-max
Citroën C4
Seat Altea
Ford Fusion
Seat CordobaMazda 3
Lively spontaneous cars
Ford Focus
Citroën Xsara Picasso
Peugeot 807
VW Touran
VW Sharan
Toyota Corolla
Renault Laguna
Renault EspaceFord Galaxy
Opel Zafira
Seat Alhambra
Toyota Avensis
Citroën C8
Mazda 5
Toyota Prius
Superficial compromise cars
Capable compromise cars
Citroën C5
VW Passat
Opel Vectra
Volvo V70
Peugeot 407
Mercedes Serie A
Ford Mondeo
Chrysler Grand VoyagerVW Jetta
Mercedes Serie B
VOLVO S40Volvo S80
Mazda 6
Opel SignumAudi A6
Audi A4
Mercedes Serie S
Mercedes Serie C
Audi A8
Mercedes CLS
Volvo S60
Mercedes Serie E
Volvo V50
Peugeot 607
Mercedes Serie M
Lexus RXJaguar X-type
Saab 9-3
Lexus IS
Saab 9-5
Mercedes Serie R
Classy status cars
Audi A3BMW Serie-5
Porsche Cayenne
Mitsubishi Pajero
LR Freelander
Jeep Grand Cherokee Toyota RAV4
LR Range Rover
BMW SERIE-X3
BMW Serie-7Alfa Romeo 159
Honda Accord
Chrysler PT Cruiser
Toyota Landcruiser
BMW Serie-3
BMW Serie-1
VW TouaregLR RR Sport
BMW Serie-X5
Alfa Romeo 147
Hyundai Tucson
Hyundai Santa Fe
Volvo XC90
Nissan X-trail
Kia Sportage
Audi Q7
Energetic sporty cars
Models 2007
Small city cars & small compact cars
Small family cars & small monospaces
Medium/large family cars & big limousines
Medium/large monospaces
Jeeplike
Small city cars & small compact cars
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Fiat Punto
Citroën C2
Mitsubishi Colt
Suzuki Swift
Renault Twingo
Peugeot 107Citroën C3
Toyota Yaris
Renault Clio
Nissan Micra
Ford Ka
Citroën C1
Chevrolet Matiz
VW Fox
Smart Fortwo
Lancia Ypsilon
Toyota AygoHonda Jazz
Hyundai Getz
Fiat Seicento
Kia Picanto
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Evolution Small city cars & small compact cars
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Perception in 2007Perception in 2007 for the first time
Perception in 2005
Perception is the same in 2005 and 2007
Suzuki Swift
Ford Ka
Citroën C1 VW Fox
Toyota Aygo
Peugeot 107
Chevrolet Matiz Fiat Seicento
Citroën C2
Mitsubishi Colt
Kia Picanto
Honda Jazz
Toyota Yaris
Renault ClioRenault.Clio(05)
Toyota.Yaris(05)
Nissan Micra
Smart Fortwo
Fiat Punto
Renault Twingo
Renault.Twingo(05)
Fiat.Punto(05)
Hyundai Getz(05)
Nissan Micra(05)
Smart.Fortwo(05)
Citroën C3
Citroen.C3(05)
Hyundai Getz
Models 2007
Small city cars & small compact cars
Small family cars & small monospaces
Medium/large family cars & big limousines
Medium/large monospaces
Jeeplike
Small family cars & small monospaces
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Audi A3
Mini
Fiat Punto
VW New Beetle
Skoda Fabia
Renault Mégane
Peugeot 207
Opel Astra
VW Polo
Toyota Corolla
Seat Ibiza
Renault Kangoo
Peugeot 307
Opel Corsa
Fiat Stilo
VW Golf
Mercedes Serie A
Honda Civic
Ford Fiesta
Fiat Panda
Citroën Berlingo
Seat Leon
Citroën C4
Peugeot Partner
BMW Serie-1
Opel Combo
Renault Modus
Ford Fusion
Seat Cordoba
Opel Agila
Alfa Romeo 147
VW Caddy
Mazda 2
Hyundai Atos
Fiat Doblo
Dacia Logan
Suzuki Sx4
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Renault Clio
Peugeot 1007
Evolution: Small family cars & small monospaces
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise carsCapable compromise cars
Classy status cars
Energetic sporty cars
Perception in 2007Perception in 2007 for the first time
Perception in 2005
Perception is the same in 2005 and 2007
Hyundai Atos
Dacia Logan
Renault Kangoo
Seat Cordoba
Opel Combo
VW New Beetle
Peugeot 207
Citroën Berlingo
Peugeot Partner
VW Caddy
Fiat Doblo
Peugeot 1007
Skoda Fabia
Audi A3
Opel Agila
Seat Leon
BMW Serie-1
Seat Ibiza
Seat Ibiza(05)
Fiat Punto
Honda Civic
Ford FusionHonda Civic(05)
Fiat.Punto(05)
Ford.Fusion(05)
Peugeot 307
Mercedes Serie A
Citroën C4
Alfa Romeo 147
Alfa Romeo 147(05)
Citroen.C4(05)
Peugeot.307(05)
Mercedes.Serie.A(05)
Opel Astra
Opel.Astra(05)
VW Golf
VW.Golf(05)
VW Polo
VW.Polo(05)
Ford Fiesta
Fiat Panda
Mazda 2
Ford.Fiesta(05)
Mazda 2(05)
Fiat.Panda(05)
Mini
Mini.Mini(05)
Toyota Corolla
Opel Corsa
Fiat Stilo
Renault Modus
Renault ClioFiat.Stilo(05)
Opel.Corsa(05)
Toyota.Corolla(05)
Renault.Clio(05)
Renault.Modus(05)
Renault Mégane
Renault.Mégane(05)
Models 2007
Small city cars & small compact cars
Small family cars & small monospaces
Medium/large family cars & big limousines
Medium/large monospaces
Jeeplike
Medium/large family cars & big limousines
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Skoda Octavia
Opel Vectra
Audi A4
Renault Laguna
Peugeot 407
Mercedes Serie C
Ford Focus
Alfa Romeo 159
Honda Accord
Volvo S60
BMW Serie-3
Toyota Avensis
VW Jetta
Volvo S40Mazda 6
Jaguar X-type
Saab 9-3
Lexus IS
Mazda 3
Toyota Prius
Opel Signum
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Citroën C5
VW Passat
BMW Serie-5
Audi A6
Volvo V70
Mercedes Serie S
Ford Mondeo
BMW Serie-7
Audi A8
Mercedes CLS
Mercedes Serie E
Peugeot 607
Volvo S80
Mazda 6
Saab 9-5
Mercedes Serie R
Skoda Superb
Superficial compromise cars
Evolution: Medium/large family cars & big limousines
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Perception in 2007Perception in 2007 for the first time
Perception in 2005
Perception is the same in 2005 and 2007
VW Jetta
Honda Accord
Toyota Prius
Lexus IS
Alfa Romeo 159
Skoda Superb
Mercedes CLS
Mercedes Serie R
Audi A8 Ford FocusPeugeot 407
Toyota Avensis
Volvo S60Volvo V70
BMW Serie-5
Skoda Octavia
Mazda 6
Mazda 3
Mazda 3(05)Mazda 6(05)
Skoda Octavia(05)
Opel Vectra
Renault Laguna
Volvo S40
Saab 9-3
Opel.Vectra(05)
Renault.Laguna(05)
Saab 9.3(05)
Volvo S40(05)
Mercedes Serie C
BMW Serie-3
Jaguar X-type
Opel Signum
Bmw.Serie.3(05)
Jaguar X - type(05)
Mercedes.Serie.C(05)
Opel Signum(05)
Citroën C5
Ford Mondeo
Ford.Mondeo (05)
VW Passat
VW.Passat(05)
Peugeot 607
Saab 9-5
Saab 9.5(05)
Peugeot.607(05)Volvo S80
Volvo S80(05)
Mercedes Serie E
Mercedes.Serie.E(05)
Audi A6
Audi.A6(05)
Mercedes Serie S
BMW Serie-7
Bmw.Serie.7(05)
Mercedes.Serie.S(05)
Citroen.C5(05)
Models 2007
Small city cars & small compact cars
Small family cars & small monospaces
Medium/large family cars & big limousines
Medium/large monospaces
Jeeplike
Medium/large monospaces
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Citroën Xsara Picasso
Peugeot 807
VW Touran
VW Sharan
Ford Focus c-max
Opel Meriva Renault Espace
Ford S-max
Ford Galaxy
Chrysler PT Cruiser
Opel Zafira
Chrysler Grand Voyager
Seat Alhambra
Volvo V50
Seat Altea
Citroën C8
Mercedes Serie B
Mazda 5
Hyundai Matrix
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Suzuki Sx4
Evolution: Medium/large monospaces
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Perception in 2007Perception in 2007 for the first time
Perception in 2005
Perception is the same in 2005 and 2007
Suzuki Sx4Citroën Xsara Picasso
Ford Focus c-max
Mercedes Serie B
Ford S-max
Opel Meriva
Seat Altea
Opel Zafira
VW Touran
Ford Galaxy
VW Sharan
Citroën C8
Renault Espace
Chrysler Grand Voyager
Hyundai Matrix
Hyundai Matrix(05)
Chrysler PT Cruiser
Chrysler PT Cruiser(05)
Seat Alhambra
Seat Alhambra(05)
Peugeot 807
Volvo V50
Volvo V50(05)
Peugeot.807(05)
Models 2007
Small city cars & small compact cars
Small family cars & small monospaces
Medium/large family cars & big limousines
Medium/large monospaces
Jeeplike
Jeeplike
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Suzuki Grand VitaraPorsche Cayenne
Mitsubishi Pajero
LR Freelander
Jeep Grand Cherokee Toyota RAV4
LR Range Rover
Fiat Panda
BMW SERIE-X3
Toyota Landcruiser
VW TouaregLR RR Sport
Mercedes Serie M
BMW Serie-X5
Lexus RX
Hyundai Tucson
Hyundai Santa Fe
Volvo XC90
Suzuki Jimny
Nissan X-trail
Kia Sportage
Audi Q7
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Evolution: Jeeplike
Socialaffirmation
Indulging emotions
Socialintegration
Controllingemotions
Young female cars
Lively spontaneous cars
Shy female cars
Trivial functional cars
Superficial compromise cars
Capable compromise cars
Classy status cars
Energetic sporty cars
Perception in 2007Perception in 2007 for the first time
Perception in 2005
Perception is the same in 2005 and 2007
Audi Q7
LR RR Sport
Porsche Cayenne
Kia Sportage
Lexus RX
VW Touareg
BMW Serie-X5BMW SERIE-X3
Toyota RAV4Jeep Grand Cherokee
Land.Rover.Range.Rover (05)
LR Range Rover
Hyundai.Tucson (05)
Hyundai Tucson
Nissan.X.Trail (05)
Nissan X-trail
Hyundai.Santa.Fe (05)
Mitsubishi.Pajero (05)
Mitsubishi Pajero
Hyundai Santa Fe
Volvo.Xc90 (05)
Volvo XC90Toyota Landcruiser
Mercedes.Serie.M (05)
Mercedes Serie M
Fiat.Panda(05)
Suzuki Jimny(05)
Fiat Panda
Suzuki Jimny
Land.Rover.Freelander (05)
LR FreelanderToyota.Landcruiser (05)
Positioning models
1. Emotional1. Emotional
2. Functional
Top 3Top 3
1 2 3
Space Renault Espace Peugeot 807 Volkswagen Sharan
Functionality Renault Espace Citroën Berlingo Seat Alhambra
Looks and comfort BMW Serie-5 Audi A6 BMW Serie-X5
Safety Audi A6 Mercedes Serie R Volvo XC90
Technology BMW Serie-5 Mercedes Serie R Audi A6
Durability Mercedes Serie C Volvo S40 Volvo V70
Advantageous price Citroën C2 Fiat Seicento Citroën C1
Eco-friendly Toyota Prius Citroën C1 Toyota Aygo
Functional characteristics 2007 models
Part V
Information specific to car sector
Trends in the car sector
How many people are satisfied with their current car?
Who finds it important to have modern gadgets to
make driving as pleasurable and pleasant as possible?
How many people plan to buy their new
car from an authorized dealer?
When a couple decides to buy a new car, what is the weight of
the woman for actually purchasing the car?
Who knows what hybrid car
means?92%
81%
47%
46% 48%
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
%
%Who decides?
Colour
Actually buyOptionsChoose the brand Determine te budgetNeed to buy a new carChoose the model
Maintenance/problemFuel type & engine capacityCollect info
Men
Women
Buying a new car
32% plans on buying a new car within the next 2 years
42% are women
69% intends to buy the same brand
Buying a new car
Which type?
5%
7%
10%
11%
25%
34%
34%
45%
49%
58%
hybrid
sport wagon
convertible
coupé
small city car
4X4
one volume
berline
break
monovolume Nr 1 ♀
Nr 1 ♂
Buying a new car
Top 3 brands per type
Monovolume
Break
Berline
One volume
4X4
Small city car
Citroën
Audi
Audi
Ford
Toyota
Citroën
Ford
BMW
BMW
Renault
Landrover
Volkswagen
Renault
Opel
Toyota
Volkswagen
Kia
BMW
Buying a new car
Car study 2007: 8th edition