RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic...

36
BRAND PROFILES RETAIL FORUM: NADA DATA POWERED BY

Transcript of RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic...

Page 1: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

BRANDPROFILES

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 2: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

A FRAMEWORK FOR EVALUATING BRAND FITNESS

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 3: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 4: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 5: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

2018 BRAND PROFILE RESULTS

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 6: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 7: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 8: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

BRANDS THAT PUNCH ABOVE THEIR WEIGHT

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 9: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 10: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 11: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 12: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 13: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#ANRetailForum RETAIL FORUM: NADA //

Top 10 - perceptions that drive attitudes

13

* 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

Page 14: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

BRANDS THAT KEEP OWNERS COMING BACK

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 15: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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%

Page 16: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 17: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

BRANDS WITH POSITIVEMOMENTUM

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 18: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 19: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 20: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 21: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 22: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 23: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 24: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 25: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 26: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 27: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 28: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

MODELS THAT DRIVE A BRAND’S FITNESS

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 29: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#ANRetailForum RETAIL FORUM: NADA //

Model attitudinal perceptions (non-luxury case study)

29

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

Page 30: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 31: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 32: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 33: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

NEAR-TERM FUTURE PRODUCT LAUNCHES

RETAIL FORUM: NADA

D A T A P O W E R E D B Y

Page 34: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 35: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

#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

Page 36: RETAIL FORUM: NADA - autonews.com · RETAIL FORUM: NADA // The profile provides a holistic competitive perspective. 4. Registration data reflect a brand’s footprint in the marketplace

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

[email protected]