Opinion Leaders Motoring Journalists Survey

Presentation of Results to Suzuki

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Interviewee Sample

31 leading motoring journalists

Representing major dailies, motoring magazines, state motoring associations, and on-line providers.

Nationally based in all major Australian cities – with national readership

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Familiarity % Know Very Well - Top Ten & Suzuki competitors

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Familiarity % Know Very Well & Well - Top Ten & Suzuki competitors

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Familiarity Mean Scores Total Market vs Top Ranking Marques & Suzuki competitors

14th

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Familiarity Trends Suzuki

45%

45%

27%

24%

19%

14%

14%

35%

34%

37%

33%

28%

21%

19%

Suzuki 11

Suzuki 10

Suzuki 09

Suzuki 08

Suzuki 07

Suzuki 06

Suzuki 05

Know very well

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Familiarity Mean Scores Trends

2.0

2.5

3.0

3.5

4.0

4.5

5.0

2005 2006 2007 2008 2009 2010 2011

Total Suzuki

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Favourability % Very Favourable - Top Ten & Suzuki competitors

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Favourability Mean Scores Total Market vs Top Ranking Marques & Suzuki competitors

14th

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Favourability Trends Suzuki

20%

19%

12%

9%

9%

7%

5%

65%

66%

48%

42%

34%

36%

19%

Suzuki 11

Suzuki 10

Suzuki 09

Suzuki 08

Suzuki 07

Suzuki 06

Suzuki 05

Very favourable

Mainly favourable

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Favourability Mean Scores Trends

2.0

2.5

3.0

3.5

4.0

4.5

5.0

2005 2006 2007 2008 2009 2010 2011

Total Suzuki

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Best at Responding – Suzuki trends Which 3 or 4 of these companies are most effective at responding to your enquiries?

Suzuki11

Suzuki10

Suzuki09

Suzuki08

Suzuki07

Suzuki06

Suzuki05

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Suzuki – supportive media relations

They’re good people to deal with. (5)

They are proactive. (5)

Very easy to deal with. (5)

Their message is always good. (5)

They’re really good – it’s like a mum and dad operation there. Andrew Ellis is a really good guy and I get on with him very well. (4)

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Media Relations – delivering what’s required

They’re very approachable, accessible and responsive to your needs which is the cliché you’d use. Suzuki’s had a rash of new products this year so I’ve had plenty of contact with them and it looks like it will continue. (4)

Again they have nothing to hide and therefore they don’t. (4)

Good people. (4)

Doing the job well. (4)

They’ve got stuff to talk about which makes life better. (4)

Although for me personally, we don’t deal with them regularly because their products don’t fit our magazine, whenever we have to , there’s no issues – it’s another ex journalist who knows our business inside out. (4)

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Media Relations – a (growing) fan club

They are so proactive. (5)

Anyone you speak to there will give you an answer, they’re all well informed and confident in giving us the information we need. (5)

Andrew Ellis is probably the best PR guy we deal with, really

switched on. (5)

Very small company and very small team but he’s (Andrew Ellis)

very proactive and will say yes to anything – Can we drive your car across your car across the desert – yes. (4)

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Proactive media relations

You just make the call. It’s easy to get a vehicle. It’s easy to get images. They make my job easy to do. (5)

So small, so specialised. You can find them every time and they’ll be able to help you. (4) (Q)

Andrew always proactive. Rings you up, checks if there’s anything we need. (4)

They’re approachable. They always have an answer. (4)

He gets in touch with us rather than us having to get in touch with him. They present a lot of good material which is very usable. (4) (Q)

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Good Media Relations

I probably have one of the best relationships with those

guys. (5)

They’re generally good at communicating. (4)

The guy there is very very good, Andrew Ellis is really

switched on. (5)

They’re very aggressive in their approach to marketing

and media relations, they can’t do enough for us really.

(5)

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Proactive Media relations

They call you to give you cars which is quite

rare. (5)

They want you to test drive their cars rather than the other way around. (5)

Good well organised PR dept. (4)

Well organised. (4)

Reasonably proactive. (3)