April 2026
Language: English
Format: PDF
Market: Estonia

About this report

How do car buyers perceive automotive brands, and what matters most when choosing their next car?

Car Brand Health provides an overview of automotive brand awareness, consideration, preference and image in Estonia, with trends spanning 2005–2026. The report helps you understand your brand’s position against competitors, assess customer loyalty and identify changes in car buyers’ expectations.

The report covers the following questions:

• Where does your brand stand in car buyers’ minds? Explore the brand funnel from top-of-mind, spontaneous and aided awareness through familiarity to consideration and first preference.

• What are your brand’s image strengths and weaknesses? Compare brands across 14 image statements and track changes over time. Identify which image attributes correlate most strongly with value for money and overall impression.

• How loyal are your customers, and which brands are your closest competitors? Assess customers’ willingness to stay with their current brand and the alternatives they consider.

• What influences the choice of a new car? Understand purchase priorities, preferred information sources, fuel types and body styles across different buyer groups.

• How do Estonia’s vehicle registration fee and annual car tax affect purchase decisions? Explore their influence on consumers’ car purchase plans.

• Why do consumers choose or avoid an authorised dealership for maintenance? Understand the reasons behind their servicing choices.

• What encourages or discourages consumers from choosing an electric car? Explore perceived benefits, concerns about cars and charging, and demand for more economical and environmentally friendly vehicles.

Report contents

1. Methodology and sample profile

2. Top-of-mind, spontaneous and aided brand awareness

3. Brand familiarity

4. Brand consideration and first preference

5. Brand funnels from awareness to preference

6. Loyalty to the current brand and competing alternatives

7. Overall brand impression

8. Brand image heat maps: premium and mainstream brands

9. Brand rankings across 14 image statements

10. Image attributes associated with value for money and overall impression

11. Important factors when choosing a new car

12. Current and preferred future body styles

13. Preferred information sources

14. Fuel and powertrain preferences

15. The importance of fuel consumption and CO₂ emissions

16. Perceived benefits of electric cars

17. Concerns about electric cars and charging

18. Reasons for choosing or avoiding authorised dealerships for maintenance

19. The impact of Estonia’s vehicle registration fee and annual car tax on purchase decisions

Historical comparisons are included where data from previous survey waves are available.

Car brands included in the survey

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

Mainstream brands: BYD | Citroën | CUPRA | Dacia | Fiat | Ford | Honda | Hyundai | Kia | Mazda | Nissan | Opel | Peugeot | Renault | Subaru | Škoda | Toyota | Volkswagen

Methodology

The study uses computer-assisted web interviewing (CAWI), with a questionnaire lasting approximately 15–20 minutes.

Target group: People who either:

• use a car no more than 10 years old and were personally involved in choosing its brand; or

• intend to purchase a brand-new car within the next 24 months.

Sample design: 700 respondents per country in Estonia, Latvia and Lithuania, total 2,100 respondents across the Baltic countries. This report covers Estonia.

Fieldwork period: March 2026.

The analysis includes breakdowns by respondents’ demographic and household characteristics, their current car and their next planned purchase.

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.

**VAT is added to the price at the checkout before the payment is completed.

This is a market research report.  Usage terms and policies apply to the content. Please read these carefully before ordering.