Discover what consumers think about automotive brands with this report. General consumer perceptions are covered as well as with specific reference to existing brands. For some handpicked insights, see below.
Key Topics Covered
- Consumer perceptions of select auto brands.
- Important factors and sources of influence driving perceptions of auto brands.
- Types of advertisements impacting consumers’ perceptions.
- Attitudes toward auto brands.
US Automotive Market Overview
The automotive industry is undergoing a shift. Advancing technology combined with supply chain disruptions have complicated the landscape for consumers. With economic uncertainties, these factors have led to over half stating that price influences their view of auto brands. Creating a positive brand image is crucial at this stage. This goes beyond the car and into the whole consumer experience, such as at dealerships and concerning social responsibility efforts.
Consumer Perceptions of Auto Brands
Almost three-quarters of consumers state that the dealership influences their perception of the brand. This presents a market challenge as less than half of consumers see traditional dealerships as trustworthy and even fewer think the same of dealer groups. It therefore remains crucial to deploy best practices at dealerships to drive positive perceptions.
Safety ratings greatly influence consumer perceptions of automotive brands. Not only this, but a majority of consumers express a desire for safety features such as backup cameras and lane-keeping assist in their next vehicle. Given the critical importance of safety to consumers, it’s pivotal for brands that are currently viewed less favorably on safety (revealed in this report) to highlight their safety technologies.
A third of consumers who own a vehicle within their household or plan to buy one are interested in over-the-air software updates. Moreover, almost a quarter state that a vehicle’s software impacts their perception of the automaker. Automakers have an opportunity to encourage positive perceptions around the cutting-edge technology in their vehicles.
For more crucial automotive consumer insights and to dive deep into specific brand perceptions, buy the full report. You may also be interested in our other automotive market research.
Automotive Brands Discussed
The competitive automotive landscape is covered, regarding specific brands and consumer perceptions of such brands, in the full report. Brands include Tesla, Volkswagen, Subaru, Kia, Chevrolet, Honda, Toyota, Ford, Hyundai, Nissan, GMC, Jeep, and more.
Expert Analysis
Leading automotive analyst Gabe Sanchez delivers expert industry insights with this in-depth report.
In a challenging automotive market, fostering favorable brand impressions is essential. Positive impressions can sway preferences and provide a competitive edge.
Gabe Sanchez
Automotive Analyst
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Executive Summary
- What you need to know
- Consumer trends: key takeaways
- Consumer trends: key takeaways (cont.)
- Market predictions
- Opportunities
- Opportunities (cont.)
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Consumer Insights
- Consumer fast facts
- Consume fast facts (cont.)
- Purchase intentions
- Consumers are interested in purchasing
- Graph 1: purchase intent, 2023
- Target younger consumers in the short-term
- Graph 2: purchase within the next six months, by age and gender, 2023
- Tesla offers discounts Uber drivers, expands reach
- Hispanic consumers are driven to purchasing
- Graph 3: purchase within the next three years, Hispanic consumers vs overall, 2023
- Children are a driving force in purchasing
- Graph 4: purchase intent, by parental status, 2023
- Appeal to parents’ need for convenience
- Hybrid workers plan ahead
- Graph 5: purchase intent in the next six months, by work from home status, 2023
- Expand reach among LGBTQ+ consumers
- Graph 6: purchase intent in the next six months, LGBTQ+ consumers vs overall, 2023
- Reach LGBTQ+ consumers creatively and authentically
- Graph 7: attitudes toward auto brands influences, LGBTQ+ consumers vs overall, 2023
- Auto brand perceptions
- The dealership plays a significant role in shaping perceptions
- Garner trust through transparency
- Graph 8: trusted, by age, 2023
- Trust of Tesla and Jeep stands out among younger consumers
- Graph 9: trusted, by age, 2023
- Trust of Toyota, Honda and Subaru stand out among older consumers
- Honda highlights its past and showcases its future
- Upkeep perceptions of safety
- Graph 10: safe, 2023
- Toyota, Honda and Subaru stand out in safety among older consumers
- Graph 11: safe, by age, 2023
- Ways to drive perceptions of safety
- Highlight affordability as barriers persist
- Graph 12: affordable, 2023
- Affordability of Kia, Honda stands out among older consumers
- Graph 13: affordable, by age, 2023
- Toyota, Honda, Tesla and Ford stand out in quality
- Graph 14: high quality, 2023
- “Made in America”
- Graph 15: attitudes towards “made in America” (% agree) , by age, 2023
- Quality of Chevrolet, Jeep stands out to younger consumers
- Graph 16: high quality, by age, 2023
- Jeep, Chevrolet highlight quality of their offerings
- Provide personalization opportunities to drive quality perceptions
- Ways to establish perceptions of quality
- Tesla, Toyota lead in perceptions of cutting edge technology
- Graph 17: cutting edge technology, 2023
- Technology of Chevrolet, GMC and Jeep stand out to younger consumers
- Graph 18: cutting edge technology, by age, 2023
- Drive positive perceptions by borrowing equity
- Look to the future to drive positive perceptions in the present
- Highlight software to drive perceptions of cutting-edge technology
- Establish further value by highlighting average maintenance costs
- Graph 19: low maintenance, 2023
- Appeal to the DIYers
- Influencing auto brand perceptions
- Highlight affordability to drive appeal
- Change title to “Highlight affordability to drive appeal (cont.)
- Graph 20: influential factors (any rank), 2023
- Influence of fuel/energy efficiency is on the rise
- Graph 21: influential factors (any rank), 2021 vs 2023
- Address key points beyond affordability
- Safety should be a key messaging point when targeting women
- Graph 22: safety rating as an influential factors (any rank), by gender, 2023
- Black and Hispanic consumers emphasize maintenance
- Graph 23: maintenance as an influential factors (any rank), race and Hispanic origin vs overall, 2023
- Understanding multicultural influences
- Graph 24: considering a used vehicle, race and Hispanic origin vs overall, 2023
- Subaru highlights longevity, reliability to establish value
- Reach parents with messaging beyond price
- Graph 25: influential factors (any rank), parents vs overall, 2023
- Influential sources
- Lean into consumers’ previous experiences
- Lean into consumers’ previous experiences (cont.)
- Brands have work to do when generating loyalty
- Graph 26: select attitudes toward brand loyalty (% agree), overall vs those who selected “previous experience with the brand” as a top influential factor, 2023
- Need for greater loyalty initiatives among younger consumers…
- Graph 27: for my next car, I plan to purchase the same brand I currently have (% agree), by age, 2023
- … as they consider multiple brands
- Graph 28: I am considering multiple brands for my next car (% agree), by age, 2023
- Develop in-person and virtual touchpoints
- Consumers from different backgrounds rely on varying sources
- Graph 29: influential sources, by race and Hispanic origin, 2023
- Go beyond traditional sources of influence
- Graph 30: attitudes toward auto brand partnerships (% any agree), by race and Hispanic origin, 2023
- Jeep leverages cross-category partnerships
- Lack of experience leads younger consumers to be influenced by other sources
- Graph 31: influential sources, by age, 2023
- NIL sponsorships offer brands and retailers an opportunity to reach younger segments
- Drive loyalty among parents through guidance
- Graph 32: influential sources, moms and dads vs overall, 2023
- Volkswagen drives Ant-Man campaign
- Graph 33: seeing certain auto brands in pop culture improves my perception of them (% any agree), by parental status, 2023
- Impact of advertisements
- Television is most impactful despite the growth of other mediums
- Television is most impactful despite the growth of other mediums (cont.)
- Graph 34: types of advertising impacting perceptions (any rank), 2023
- Volkswagen highlights its history
- Go beyond traditional TV ads to reach younger consumers
- Graph 35: types of advertising impacting perceptions (any rank), by age, 2023
- Reach highly interested younger consumers through use of streaming services
- Graph 36: types of advertising impacting perceptions (any rank), by age (18-34), 2021 vs 2023
- Graph 37: top subscription services among those that use subscription services, by age (18-34), 2023
- Multicultural consumers are receptive to advertising
- Graph 38: types of advertising (select) impacting perceptions (any rank), by race and Hispanic origin, 2023
- Corporate social responsibility
- Appeal to younger consumers’ interest in corporate social responsibility
- Graph 39: CSR-related attitudes toward auto brands (% any agree), by age, 2023
- Driving appeal through CSR
- Ethics 101
- Graph 40: Bad publicity would make me avoid a brand (% agree), by age, 2023
- Attitudes related to self-image
- Vehicles take on personality, meaning among younger consumers
- Graph 41: the auto brand a person drives says a lot about them (% any agree), by age, 2023
- Graph 42: the brand of car I own says a lot about me (% agree), by age, 2023
- Parents perceive meaning in ownership
- Graph 43: the auto brand a person drives says a lot about them (% any agree), by parental status, 2023
- Graph 44: the brand of car I own says a lot about me (% agree), by parental status, 2023
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Competitive Strategies
- Tesla cuts prices, plans an affordable model
- Ford partners with actress Sydney Sweeney
- Subaru loves pets, appeals to owners
- Toyota partners with Sony
- Opportunities
- Leverage popular culture to extend reach
- Cross-category partnerships signal opportunity
- Partner with ridesharing services to drive positive perceptions
- Highlight affordability, value beyond sticker price
- Improve perceptions of dealerships
- Take a stand, provide opportunities for consumers to support
- Aid consumers’ sustainability pursuits
- Electric vehicles provide an opportunity to reshape consumer perceptions
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The Market
- Market context
- Market drivers
- Consumer confidence is at its highest point in over two years
- Graph 45: consumer sentiment index, 2021-24
- Consumers’ financial outlooks are increasingly optimistic
- Graph 46: opinions on financial future, 2024
- Price of new and used vehicles remains elevated
- Younger consumers will make up a larger share of buyers
- Average age of vehicles on the road has increase
- Market size
- Supply chain disruptions continue to impact automakers
- Supply chain disruptions continue to impact automakers (cont.)
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Appendix
- Market definition
- Consumer research methodology
- Generations
- Abbreviations and terms
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