March 2024

Language: English

Format: PDF

About this report

How well consumers understand the values that the automotive brands represent and what are the key aspects when choosing a new car?

     The report will give an overview of the following:

• Which position does your make have in car buyers’ mind? Funnel from
  top-of-mind awareness, spontaneous awareness, aided awareness, level of knowledge to consideration and most preferred position.
• What are the strengths and weaknesses of your make image? Trends 2005 – 2024 in image profile. Brand image heat map compared to the competitors by 14 statements.
• What are the most important aspects when choosing a new car? Information sources and important factors. How has consumers’ demand for greener and more economical cars developed? Preferred fuel and body type of the next car.
• What are levers and barriers for EVs? Opinions about advantages. Main concerns and painpoints – electric cars and charging.

   Table of contents

1. Methodology
2. Contents
3. Top-of-mind and spontaneous awareness 2005-2024
4. Knowledge
5. Considered car makes 2005-2024
6. Funnels from knowledge to top preference
7. Loyalty to the current make
8. Overall impression 2005-2024
9. Image heat maps, premium and mainstream makes
10.  Ranking of the makes by 14 image statements 2016-2024
11. Important aspects when choosing a new car
12. Preferred body types now and in future
13. Preferred information sources
14. Fuel preference
15. Importance of fuel consumption and CO2 emission
16. Electric cars’ benefits – 2022-2024, fans vs others
17. Electric cars’ pain points – 2022-2024, fans vs others

List of car makes included in the survey:

Premiums: Audi | BMW | Land Rover/Range Rover | Lexus | Mercedes-Benz | Porsche | Volvo

Non-premiums: Dacia | Citroën | CUPRA | Ford | Honda | Hyundai | Kia | Mazda | Nissan | Opel | Peugeot | Renault | SEAT | Subaru | Škoda | Toyota | Volkswagen

Methodology

CAWI (Computer Assisted Web Interviewing) conducted every two years.

Target group: Persons who use up to 7 years old car and did purchasing decision in level of car make selection by themselves or intend to buy a new first hand car during following 12 months. 

A sample of 700 target group members will be interviewed in each Baltic country (Estonia, Latvia, Lithuania). In total 2100 respondents.

Technical info

This report is delivered electronically as PDF.  You will get access to the .pdf download link as soon as the payment is cleared. The link will be available on the shop page and the copy is sent to your e-mail address. The download link is active for 90 days from the send-out date and includes maximum of three download attempts.

The Client will have the right to use the Reports within its organization. The Client has no right to lend, sell or otherwise give the Reports or any part of the Reports to any third person without the Contractor's prior written consent.

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