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BRANDPROFILES
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
A FRAMEWORK FOR EVALUATING BRAND FITNESS
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Consumer insights powered by Cox Automotive
3
Above averageEngagement
Above averagePerceptions
Below averageEngagement
Above averagePerceptions
Above averageEngagement
Below averagePerceptions
Below averageEngagement
Below averagePerceptions
Median Score(50th percentile)
COX AUTOMOTIVE COLLECTS EXTENSIVE
ROBUST SURVEY DATA
Owner DefectionOwner Conquest ShareShare of New Car TrafficEngagementCompetitive pressureShare of PNVPs
BEHAVIORAL METRICS
PERCEPTUAL METRICS
A G G R E G A T I O N
AG
GR
EG
AT
ION
#ANRetailForum RETAIL FORUM: NADA //
The profile provides a holistic competitive perspective
4
Registration data reflect a brand’s footprint in the marketplace
≈ New Car Retail Registrations
Shopper loyalty highlights an additional component of fitness with owners
THE CHART IDENTIFIES BRANDS WITH SIMILARCOMPETITIVE STRENGTHS & CHALLENGES
2018 BRAND PROFILE RESULTS
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Brand profiles heading into 2018
6
N O N - L U X U R Y B R A N D S ( 2 0 1 7 ) L U X U R Y B R A N D S ( 2 0 1 7 )
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
There are many ways an automotive brand can be fit
7
“PUNCH ABOVE ITS WEIGHT”
KEEP OWNERS COMING BACK
HAVE POSITIVE MOMENTUM
HAVE STRONG MODELS IN KEY SEGMENTS
BRANDS THAT PUNCH ABOVE THEIR WEIGHT
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Lower volume brands with disproportionately high perceptions
9
N O N - L U X U R Y B R A N D S L U X U R Y B R A N D S
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Lower volume brands with disproportionately high perceptions
10
N O N - L U X U R Y B R A N D S L U X U R Y B R A N D S
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Lower volume brands with disproportionately high perceptions
11
N O N - L U X U R Y B R A N D S L U X U R Y B R A N D S
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Lower volume brands with disproportionately high perceptions
12
N O N - L U X U R Y B R A N D S L U X U R Y B R A N D S
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Top 10 - perceptions that drive attitudes
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* 100 = behavioral/attitudinal parity for a brand with average engagement
195
193
188
182
181
172
153
140
131
130
Mazda
Subaru
Volvo
Ram
Chrysler
GMC
Volkswagen
Porsche
MINI
Genesis
N O R M A L I Z E D I N D E X *
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic
BRANDS THAT KEEP OWNERS COMING BACK
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Shopper loyalty: Top 10 non-luxury brands
15
* The percentage of shoppers who get their trade-in value and go on to research pricing for a new vehicle from the same brand.
2017 KBB.com Traffic
S H O P P E R L O Y A L T Y
61% 57% 56% 55% 55% 54% 54% 48% 48% 47%
#ANRetailForum RETAIL FORUM: NADA //
Shopper loyalty: Top 10 luxury brands
16
* The percentage of shoppers who get their trade-in value and go on to research pricing for a new vehicle from the same brand.
48%45% 45% 43% 43% 43% 43% 43% 43% 43%
2017 KBB.com Traffic
S H O P P E R L O Y A L T Y
BRANDS WITH POSITIVEMOMENTUM
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Non-luxury brand profile shifts (Top 5 improvements)
18
2017 BRAND FITNESS
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Non-luxury brand profile shifts (Top 5 improvements)
19
2017 BRAND FITNESS COMPARED TO 2016
ENG
AGEM
ENT
+9% +13% +7% +2% +6%
Hyundai Ram Dodge Honda Chrysler
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Non-luxury brand profile shifts (Top 5 improvements)
20
2017 BRAND FITNESS COMPARED TO 2016
PER
CEP
TIO
NS
+37% +11% +9% +2% +10%
Kia Mazda Honda Chevrolet FIAT
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Non-luxury brand profile shifts (Top 5 improvements)
21
2017 BRAND FITNESS COMPARED TO 2016
LOYA
LTY
+63% +23% +95% +12% +6%
FIAT Jeep MINI Mazda Honda
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Non-luxury brand profile shifts (Top 5 improvements)
22
2017 BRAND FITNESS COMPARED TO 2016
ENG
AGEM
ENT
+9% +13% +7% +2% +6%
Hyundai Ram Dodge Honda Chrysler
PER
CEP
TIO
NS
+37% +11% +9% +2% +10%
Kia Mazda Honda Chevrolet FIAT
LOYA
LTY
+63% +23% +95% +12% +6%
FIAT Jeep MINI Mazda Honda
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Luxury brand profile shifts (Top 5 improvements)
23
2017 BRAND FITNESS COMPARED TO 2016
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Luxury brand profile shifts (Top 5 improvements)
24
2017 BRAND FITNESS
ENG
AGEM
ENT
+32% +7% +9% +21% +40%
Infiniti Mercedes-Benz Acura Jaguar Alfa Romeo
COMPARED TO 2016
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Luxury brand profile shifts (Top 5 improvements)
25
2017 BRAND FITNESS
PER
CEP
TIO
NS
+26% +15% +7% +5% +3%
Porsche Acura Audi Volvo Mercedes-Benz
COMPARED TO 2016
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Luxury brand profile shifts (Top 5 improvements)
26
2017 BRAND FITNESS
LOYA
LTY
+603% +28% +37% +44% +15%
Jaguar Audi Acura Buick Porsche
COMPARED TO 2016
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
#ANRetailForum RETAIL FORUM: NADA //
Luxury brand profile shifts (Top 5 improvements)
27
2017 BRAND FITNESS
ENG
AGEM
ENT
+32% +7% +9% +21% +40%
Infiniti Mercedes-Benz Acura Jaguar Alfa Romeo
LOYA
LTY
+603% +28% +37% +44% +15%
Jaguar Audi Acura Buick Porsche
PER
CEP
TIO
NS
+26% +15% +7% +5% +3%
Porsche Acura Audi Volvo Mercedes-Benz
COMPARED TO 2016
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic2017 Experion Automotive Registrations
MODELS THAT DRIVE A BRAND’S FITNESS
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Model attitudinal perceptions (non-luxury case study)
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Civic1st
1st
1st
1st
1st
1st
3rd
2nd
CR-V
Fit
Accord
HR-VOdyssey
Pilot
Ridgeline
1st
3rd
6th
7th
8th
8th
9th
5th
10th
7th
F-150Mustang
Explorer
Escape
Edge
FiestaFusion
Taurus
Focus
ExpeditionHONDA’S MORE LIMITED LINE-UP
LEADS IN MOST OF ITS SEGMENTS
FORD HAS POCKETS OF STRENGTH
IN KEY SEGMENTS
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic
#ANRetailForum RETAIL FORUM: NADA //
Model behavioral engagement (non-luxury case study)
30
Ridgeline
Civic1st
1st
1st
1st
2nd
3rd
6th
5th
CR-V
Odyssey
Accord
HR-V
Fit
Pilot
1st
1st
2nd
8th
9th
1st
2nd
4th
4th
2nd
F-150
Mustang
Explorer
EscapeEdge
Fiesta
Focus
TaurusFusion
Expedition
BOTH FORD AND HONDA ARE VERY COMPETITIVE IN ATTRACTING SHOPPER INTEREST
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic
#ANRetailForum RETAIL FORUM: NADA //
Model attitudinal perceptions (luxury case study)
31
LX1st
1st
1st
1st
4th
4th
6th
NXRX
LS
ESIS
GS
A41st
2nd
3rd
3rd
4th
5th
5th
A8Q5
A3
Q3A6
Q7
LEXUS AND AUDI ARE BOTH VERY WELL-PERCEIVED ACROSS THEIR RESPECTIVE LINE-UPS
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic
#ANRetailForum RETAIL FORUM: NADA //
Model behavioral engagement (luxury case study)
32
NX1st
2nd
4th
5th
7th
11th
12th
LSGS
RX
LXIS
ESLEXUS HAS
POCKETS OF STRENGTH
AUDI IS MORE UNIFORMLY STRONG
ACROSS ITS LINE-UP
Q71st
3rd
4th
5th
5th
6th
7th
A6A3
Q5
A8Q3
A4
2017 Cox Automotive Brand Watch 2017 Autotrader and KBB.com Traffic
NEAR-TERM FUTURE PRODUCT LAUNCHES
RETAIL FORUM: NADA
D A T A P O W E R E D B Y
#ANRetailForum RETAIL FORUM: NADA //
Non-luxury brands
34
2018REDESIGN
NEW
POSSIBLE
ADDITION
Chevrolet SilveradoGMC SierraHyundai Santa FeJeep WranglerNissan AltimaNissan VersaRam 1500Toyota RAV4Volkswagen Jetta
Chevrolet BlazerFord EcoSportHonda InsightHyundai NexoHyundai KonaNissan KicksVolkswagen Arteon
Honda PassportKia Stonic
Honda CivicHonda CR-V
Dodge DurangoDodge JourneyFord EscapeFord Focus Ford ExplorerHyundai SonataJeep Grand CherokeeNissan FrontierToyota CorollaToyota TundraToyota SiennaToyota 86 Volkswagen Passat
Chrysler Midsize CrossoverFord RangerFord Model EFord C-Segment CrossoverKia Large CrossoverJeep ScramblerJeep Wagoneer/Grand Wagoneer
Hyundai Santa CruzToyota Supra
Honda Odyssey
REDESIGN
NEW
POSSIBLE
ADDITION
Chevrolet TahoeChevrolet SuburbanFord F-150Ford FusionFord MustangGMC YukonGMC Yukon XLHonda FitKia SorentoNissan PathfinderToyota Highlander
Ford BroncoVolkswagen EVs
GMC Compact SUV
REDESIGN
NEW
POSSIBLE
2019 2020
#ANRetailForum RETAIL FORUM: NADA //
Luxury brands
35
Audi Q3Buick EncoreCadillac ATS/CT3/CT4Genesis G80Infiniti QX50Infiniti QX60Lexus NXLexus ISLincoln MKCMercedes-Benz GLSMercedes-Benz CLAMercedes-Benz GLEPorsche 911
BMW 4 SeriesInfiniti Q80Lincoln Coupe
REDESIGN
NEW
RE-ENGINEERING
ADDITION
Audi A8BMW 3 SeriesBMW 5 SeriesBMW X5Porsche Cayenne
Audi Q8BMW 8 SeriesCadillac XT4Genesis G70Lexus LC500
Lincoln MKX/Nautilus
Lexus RX Audi E-tron CUVBMW X7Cadillac XT6Genesis GV80Lexus UXLincoln Aviator
REDESIGN
NEW
REDESIGN
NEW
POSSIBLE
Audi A6Buick EnvisionCadillac EscaladeCadillac CTS/CT5Lexus GXLexus GSMercedes-Benz SLMercedes-Benz S-ClassMercedes-Benz GLAPorsche BoxsterPorsche Cayman
Cadillac XT2Genesis GV70Mercedes-Benz EQPorsche Mission E
2018 2019 2020
For questions or additional information on a specific OEM brand, please direct inquiries, with ‘Automotive News Brand Profiles’ in the subject line, to the following:
RETAIL FORUM: NADA
INQUIRIES
SA-OEMConsulting@kbb.com
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