The DMA, a UK trade association for the one-to-one marketing industry, asked a panel of customers on which automotive brands they prefer. A clear top 4 emerged with Ford, Vauxhall, BMW and Audi being named as the most loved auto brands, the top 10 include:
1) Ford
2) Vauxhall
3) BMW
4) Audi
5) Nissan
6) Toyota
7) Volkswagen
8) Mercedes-Benz
9) Honda
10) Citroën
The research, part of the Customer Engagement: Automotive report looks at how leading automotive brands are able to stand out from the crowd. Revealing two clearly defined groups of brands, those that engage customers on the basis of service or value.
Service brands – including BMW, Audi, and Toyota – focus on the service they provide, creating an emotional connection with the customer. They offer consumers a service that feels personal (+18%), helpful (+9%), friendly and appreciated (+9%), leading more to go as far as saying they simply love the brand.
Value brands – including Ford, Vauxhall, Volkswagen and Nissan – engage focus on delivering value and convenience for the customer. They offer consumers the best deals (+5%) and the lowest prices (+4%), as well as being a little more convenient (+2%).
“The car industry, like many who have gone before it, faces a changing landscape. Low trust levels and disruptive technologies present challenges that require a new approach,” said Rachel Aldighieri, MD at the DMA. “Consumers can now arrive at a dealership having already conducted their own research, which means dealerships are now shifting towards experience. At the same time, car brands need to ensure they are keeping pace with technological advances, using these to deepen and extend the customer experience. It’s up to brands and dealerships how they make sense of these changes, but what remains clear is that personal service is the most important factor for customers, it’s what builds trust and keeps them coming back.”
