New car buyers surveyed were asked not only about their own brand, but also about those that were taken into account (or even categorically discarded) during the decision-making process. Three main sets of questions were sought.
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Is reliability, splendor or speed enough to make a car brand really strong? In some cases, yes, if you focus very much on it, but for the most part, the formula is more complicated.
There are tangible brand values like reliability or security, and there are aspects that are difficult to quantify, such as prestige or sophistication - and a brand that can perform equally well in both areas can be truly successful.
In a nutshell, this is the conclusion of a Brand Equity Index (BEI) survey conducted by Strategic Vision for the first time this year, reflecting and summarizing the opinions of more than 25,000 new car buyers. The company has been analyzing the brand value of its customers since 1995, and has used the knowledge and experience gained in this way in its current research covering the entire automotive industry.
One is ‘perceived brand value’, which is most often identified by the reliability and durability of brands. The other is the ‘potential future option’, i.e. how much (or how not) a particular purchase would be considered for a particular brand. Finally, customers were asked to assign certain values to specific brands, highlighting how their existing and potential customers see the present and future of the brands.
Strongest brands, broken down by price range
- HUF 9 million | Honda |
9 - 12 million HUF | Toyota |
HUF 12 - 15.6 million | Lexus |
HUF 15.6 million | Mercedes-Benz |
Strongest brands, by brand values
Owners opinion | Non-owners opinion | |
| Authentic | Mercedes-Benz | Volvo |
| Safe | Volvo | Volvo |
| It makes you confident | Genesis | Mercedes-Benz |
| Comfortable | Lexus | |
| Unique | Mini | |
| It sets you free | Porsche | |
| He downloads with pride | RAM | |
| It can be controlled | BMW / Porsche | |
| Exciting | Mini | |
| A smart choice | Genesis | Lexus / Toyota |
| It is enjoyable to drive | Alfa Romeo | Porsche |
| Meets my needs | Buick | Honda |
| Sophisticated | Genesis | Mercedes-Benz |
(Source: vezess.hu / photo: pixabay.com)
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