Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Car Brands - UK - July 2009

In the largest sales category, volume brands, brands are closely matched with no little differentiation in the mind of the consumer. Brand image and reputation are the common weaknesses for volume brands. A volume brand that could cultivate a distinctive brand image or reputation, perhaps through niche semi-premium products, that differentiates it from its main competitors could increase share in this segment.

  • Consumers often aspire to owning premium car brands but end up purchasing volume brands: cost considerations (purchase price and running costs) win the day. The choice is often a new volume brand or a used premium brand in the £7000-£10,000 price range which accounts for 25% of all car purchases.
  • Is car buying an emotional journey or a rational process? Mintel’s car brands research shows that different brands have different purchase processes.
  • Mintel’s car brands research shows that different brands have different purchase processes. Volume brand car buying is primarily a rational process based on economic fundamentals such as price and fuel consumption. In contrast, premium brands car buying is more of an emotional process based on style, design, comfort and brand image. For greater success, car manufacturers need to develop stronger emotional responses and ties to their car brands.
  • Purchase criteria and brand preference differs between men and women car buyers. Men place greater emphasis on build quality, comfort and brand image. Women place more importance on price reliability and safety. The result is that men prefer the premium brands and women prefer volume brands.
  • Car manufacturers want to attract and retain customers throughout his/ her car-owning lifecycle to include used cars, new cars, aftersales and service. But the extent of a customer’s brand loyalty may extend to just one model or one model derivative. This result? Brand loyalty is both transient and only model-specific.

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

    • Report scope
      • Base sample for consumer questions
        • Please refer to slideshow
          • Source data
          • Executive Summary

            • The selection process in brief
              • Figure 1: The brand selection process
            • “Preferred” and “impact” brands
              • Figure 2: The top preferred car brands
              • Figure 3: The top impact brands
            • The fundamentals of car choice
              • New car buyers
                • Used car buyers
                  • Premium and volume
                    • Brand choice
                      • How brands compete
                        • Brand strengths and weaknesses
                          • Brand trust and differentiation
                            • Brand preference and ad spend
                            • The Brand Selection Process

                              • Basic economics key to initial selection
                                • Figure 4: Most important considerations when choosing to buy a car
                              • New and used buyers have different criteria
                                • Figure 5: Most important purchase considerations: new against used cars
                              • Some brands have stronger used appeal
                                • Figure 6: Car makes considered: new or second hand
                              • Men and women have different criteria too
                                • Figure 7: Car makes considered: new or second hand, by gender
                            • Premium Brands High on Preference Lists

                                • Men prefer premium brands; women prefer volume brands
                                  • Figure 8: Brands preferred; men and women
                                  • Figure 9: Preference demand against actual demand
                                • People aspire to premium but buy on value
                                  • Figure 10: Premium aspirations, value purchases
                              • The Next Car Purchase …

                                • How much will they pay?
                                  • Figure 11: How much is your next car likely to cost?
                                • Most new cars bought for £10-20K
                                  • Figure 12: What proportion of purchases fall within which price bracket?
                              • How Brand Groups Compete

                                • Brands in unique competing groups
                                  • Figure 13: Competing car brand groups
                                • Intense competition in volume brands
                                  • Narrow band of metrics in play
                                    • Price the overriding feature
                                      • Premium brands: An emotional purchase process
                                        • Far East brands: Rational feature/benefit purchases
                                          • French brands: Broader based competitors
                                            • Value brands: Potential competitors to volume brands
                                              • Figure 14: Price and fuel consumption: Key reasons for buying value brands
                                          • Brand Strengths and Weaknesses: Ford

                                            • “The price leader”
                                              • Figure 15: Ford: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Vauxhall

                                            • “Strong on price, weak on style and design”
                                              • Figure 16: Vauxhall: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Volkswagen

                                            • “A reliable brand with strong resale value”
                                              • Figure 17: Volkswagen: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Toyota

                                            • “A dull but reliable brand with good build quality”
                                              • Figure 18: Toyota: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Audi

                                            • “A stylish brand but with high running costs”
                                              • Figure 19: Audi: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Honda

                                            • “A quality reliable brand but lacking image and style”
                                              • Figure 20: Honda: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: BMW

                                            • “A stylish quality brand but reliability an issue”
                                              • Figure 21: BMW: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Peugeot

                                            • “Strong on price and safety, weak on quality and image”
                                              • Figure 22: Peugeot: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Renault

                                            • “A reliable and safe brand with poor image and quality”
                                              • Figure 23: Renault: brand strengths and weaknesses
                                          • Brand Strengths and Weaknesses: Mercedes

                                            • “Stylish quality image but pricey”
                                              • Figure 24: Mercedes: brand strengths and weaknesses
                                          • Methodology

                                            Companies Covered

                                            To learn more about the companies covered in this report please contact us.

                                            Car Brands - UK - July 2009

                                            £1,995.00 (Excl.Tax)