brandwatch 2014q4 topline report · top 10 considered non-luxury vehicles top 10 non luxury models...
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![Page 1: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/1.jpg)
BrandWatch 2014Q4 Topline Report
![Page 2: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/2.jpg)
Non-Luxury Vehicles
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![Page 3: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/3.jpg)
Non-Luxury Segment Consideration
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Source: BrandWatch; All Non-Luxury Makes; 2013Q4 n=2043, 2014Q4 n=2396 Q: Please select at most 5 vehicles that you are currently shopping.
Segment Last Year’s Top Model
(2013 Q4) This Year’s Top Model
(2014 Q4)
SUV Jeep Grand Cherokee Honda CR-V
Sedan Honda Accord Toyota Camry
Pickup Ford F150 Ford F150
Coupe Ford Mustang Ford Mustang
Minivan Honda Odyssey Honda Odyssey
2013Q4 2014Q4
![Page 4: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/4.jpg)
34%
31%
25%
30%
15%
12% 12% 12%
11%
9% 10%
7% 7%
5% 4%
2% 1% 1% 1% 0%
32% 31%
26%
24%
13%
11% 11% 11% 10%
9% 8% 8%
7%
5%
3%
1% 1% 1% 1% 0%
Non-Luxury Brand Consideration
4
Source: BrandWatch; All Non-Luxury Makes; 2013Q4 n=2043, 2014Q4 n=2396 Q: Please select at most 5 vehicles that you are currently shopping. statistically significant at 95%
Lowlights:
• Ford continues to decline in consideration year over year
• The GM recalls continue to hit Chevrolet hard with a 6% decrease in consideration
• Nissan still maintains its 5th place in consideration, but decreased in year over year consideration
• After record gains in Q3, Subaru shows a slight year over year decrease this quarter
• Hyundai drops in consideration, from 7th to 8th place this quarter
2013Q4 2014Q4
![Page 5: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/5.jpg)
Top 10 Considered Non-Luxury Vehicles
Top 10 Non Luxury Models
This Year 2014Q4
Last Year 2013Q4
Honda CR-V 1 4
Ford F150 2 1
Chevrolet Silverado 1500 3 6
Toyota Camry 4 5
Honda Accord Sedan 5 3
Toyota RAV4 6 10
Ford Escape 7 9
Ford Explorer 8 8
Subaru Outback 9 13
GMC Sierra 1500 10 15
5
Source: BrandWatch; All Non-Luxury Makes; 2013Q4 n=2043, 2014Q4 n=2396 Q: Please select at most 5 vehicles that you are currently shopping. Note: Arrows signify an increase or decrease in rank from 2013Q4 to 2014Q4
• Honda CR-V was the top considered model two quarters in a row
• Chevrolet Silverado 1500 had a major lift in consideration from 6th to 3rd place
• Jeep Grand Cherokee dropped out of the top 10 list, after being #2 last year
![Page 6: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/6.jpg)
Factor Importance Non-Luxury Brands
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Source: BrandWatch; All Non-Luxury Makes; 2013Q4 n=2043, 2014Q4 n=2396 Q: Please review the list below and rate how important are each of the factors to you in deciding on your next new car
2013Q4 2014Q4
![Page 7: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/7.jpg)
Top Ranked Non-Luxury Brand For Each Factor of Importance
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Factor Top Ranked (2014 Q4)
Top Ranked (2013 Q4)
Durability/Reliability Honda Honda
Safety Subaru Subaru
Driving Comfort GMC GMC
Affordability Scion FIAT
Driving Performance GMC Subaru
Fuel Efficiency Scion FIAT
Reputation Subaru Honda
Interior Layout Chrysler Honda
*Technology GMC N/A
Exterior Styling GMC MINI
Ruggedness Ram Jeep
Prestige/Sophistication GMC FIAT
Source: BrandWatch; All Non-Luxury Makes; 2013Q4 n=2043, 2014Q4 n=2396 Q: Please select at most 5 vehicles that you are currently shopping.
*Technology was new factor that was introduced in 2014
![Page 8: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/8.jpg)
Luxury Vehicles
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Luxury Segment Consideration
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Source: BrandWatch; All Luxury Makes; 2013Q4 n=737, 2014Q4 n=894 Q: Please select at most 5 vehicles that you are currently shopping.
Segment Last Year’s Top Model
(2013 Q4) This Year’s Top Model
(2014 Q4)
Sedan BMW 3 Series Cadillac CTS (4dr)
SUV Lexus RX Lexus RX
Coupe Cadillac CTS Coupe Cadillac CTS Coupe
2013Q4 2014Q4
![Page 10: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/10.jpg)
Luxury Brand Consideration
10
Source: BrandWatch; All Luxury Makes; 2013Q4 n=737, 2014Q4 n=894 Q: Please select at most 5 vehicles that you are currently shopping.
Highlights:
• Lexus was first in consideration for the first time in BrandWatch’s history, making a 4% significant increase from Q3 to Q4 of 2014.
Lowlights:
• BMW’s consideration significantly decreased by 4% from Q3 to Q4, dropping the brand from 1st to 2nd place for the first time ever in BrandWatch’s history
• Buick’s consideration also took a hit this quarter, dropping from from 2nd in Q3 to 6th place in Q4
2013Q4 2014Q4
![Page 11: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/11.jpg)
Top 10 Considered Luxury Vehicles
Top 10 Luxury Models
This Year 2014Q4
Last Year 2013Q3
Lexus RX 1 2
BMW 3 Series 2 8
Buick LaCrosse 3 9
Acura MDX 4 5
Buick Enclave 5 3
Cadillac CTS (4dr) 6 1
Lexus ES 7 7
BMW 5 Series 8 6
MBZ C-Class Sedan 9 13
Cadillac SRX 10 4
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Source: BrandWatch; All Luxury Makes; 2013Q4 n=737, 2014Q4 n=894 Q: Please select at most 5 vehicles that you are currently shopping. Note: Arrows signify an increase or decrease in rank from 2013Q4 to 2014Q4
• Lexus RX was 1st in year over year consideration
• BMW 3 Series made huge gains, going from 8th to 2nd in consideration
• Cadillac CTS Sedan dropped to 6th place in consideration after being 1st last year
![Page 12: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/12.jpg)
Factor Importance Luxury Brands
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Source: BrandWatch; All Luxury Makes; 2013Q4 n=737, 2014Q4 n=894 Q: Please review the list below and rate how important are each of the factors to you in deciding on your next new car
2013Q4 2014Q4
![Page 13: BrandWatch 2014Q4 Topline Report · Top 10 Considered Non-Luxury Vehicles Top 10 Non Luxury Models This Year 2014Q4 Last Year 2013Q4 Honda CR-V 1 4 Ford F150 2 1 Chevrolet Silverado](https://reader035.vdocument.in/reader035/viewer/2022081523/5fd63645a92a464d855c0000/html5/thumbnails/13.jpg)
Top Ranked Luxury Brand For Each Factor of Importance
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Factor Top Ranked (2014 Q4)
Top Ranked (2013 Q4)
Durability/Reliability Lexus Lexus
Safety Volvo Volvo
Driving Comfort Mercedes-Benz Mercedes-Benz
Driving Performance Porsche Porsche
Reputation Mercedes-Benz Mercedes-Benz
Interior Layout Lincoln Jaguar
Affordability Buick Buick
Exterior Styling Jaguar Jaguar
*Technology Mercedes-Benz N/A
Fuel Efficiency Acura Lexus
Ruggedness Land Rover Land Rover
Prestige/Sophistication Porsche Jaguar
Source: BrandWatch; All Luxury Makes; 2013Q4 n=737, 2014Q4 n=894 Q: Please review the list below and rate how important are each of the factors to you in deciding on your next new car
*Technology was new factor that was introduced in 2014