1 / 17

April 20, 2009

General Motors Twin Cities Benchmark Survey Cadillac and Chevrolet Brand Perceptions Initial Findings. April 20, 2009. Contents. Methodology Demographics of respondents Psychographics of respondents Results for benchmark Vehicle ownership and experience Brand consideration

ivor-cross
Download Presentation

April 20, 2009

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. General MotorsTwin Cities Benchmark SurveyCadillac and Chevrolet Brand PerceptionsInitial Findings April 20, 2009

  2. Contents • Methodology • Demographics of respondents • Psychographics of respondents • Results for benchmark • Vehicle ownership and experience • Brand consideration • Brand perceptions • Chevrolet perception total versus experienced • Cadillac perception total versus experienced • Implications

  3. Methodology • Online survey of 420 respondents • Distributed through RMG’s network of connections • Via Emails, Facebook, Twitter, Craig’s List & Linked In • Incentive provided • Drawing for a $250 VISA gift card • Fielded April 8 – 15, 2009 • 15 minutes to complete • Screening criteria • Twin Cities residents (13-county metro area) • Driving age (16+)

  4. Demographic Profile of Respondents Income # of respondents Education # of respondents 4

  5. Demographic Profile of Respondents (continued) Age Gender # of respondents # of respondents Children Currently Living in Household # of respondents 5 5

  6. Demographic Profile of Respondents (continued) Residence # of respondents

  7. Psychographic profile of respondents Successful:Respondents skew toward being innovative & driven Involved: Most respondents are highly active in their families & avid sports fans; less involved in the community at large Based on a scale of 1-5 where 1 least describes you & 5 best describes you

  8. Psychographic profile of respondents (continued) Active: Respondents are moderately environmentally conscious; recycle but only slightly driven to purse green products Creative: Respondents are varied in their love of the arts 8 On a scale of 1-5 where 1 least describes you & 5 best describes you

  9. Psychographic Profile of Respondents (continued) Respondents are comfortable with technology Respondents are busy & appreciate simplicity The role of brand in vehicles selection is varied Based on a scale of 1-5 where 1 least describes you & 5 best describes you

  10. Type of Vehicle Owned/Driven Regularly

  11. Vehicle Experience (drive currently & previously combined) Chevrolet leads the pack, followed by Ford, Honda & Toyota

  12. Brand Consideration Heavy on the imports: Honda & Toyota have a large lead in purchase consideration(followed by Audi, Volkswagen, BMW & Lexus)

  13. Chevrolet Perceptions Current perceptions are low to neutral among all respondentsRoom for improvement in many categories that we will concentrate on in the Twin Cities Current perceptions are neutral among Chevrolet experiencedThere is opportunity for improvement in many categories within the Twin Cities Based on a scale of 1-5 where 1 least describes you & 5 best describes you

  14. Cadillac Perceptions High perceptions for prestige & quality; low to neutral in others among all respondentsThere appears to be room for improvement in many categories Highly positive perceptions in almost all categories among Cadillac experiencedThere appears to be room for improvement in community involvement and green perceptions categories Based on a scale of 1-5 where 1 least describes you & 5 best describes you

  15. Most common word associations Cadillac • Class, classic, classy • Expensive, fancy • Luxury, luxurious • Upscale Chevrolet • Affordable • Traditional • Trucks • American • Rock, safe, steady • Dependable, reliable • Big • Old, Grandpa, grandparents • Overpriced • Pretentious, stuffy • Boring • Old, outdated Even mix of positive and negative perceptions. No “green” or “innovative” mentions – so far.

  16. Most common word associations (filtered respondents) Chevy perceptions(from previous Chevy users) Cadillac perceptions(from previous Cadillac users) • Class, classic, classy • Upscale, elegant • Reliable, dependable • Affordable • Traditional • American • Safe • Functional, practical, average • Uninspired, ordinary • Cheap Generally, people who have experienced the brands have more positive perceptions of them. Chevrolet has a few neutral perceptions attached, even among the experienced users.

  17. Implications • With more brand experience comes increased positive perception • Brand I like (Chevrolet) • Brand that fits my personality (Chevrolet) • Great performance (Cadillac) • Cutting-edge design (Cadillac) • Any opportunities to connect the brands directly with people should positively influence their perceptions • Get Chevrolet and Cadillac into the community • Get cars directly into people’s hands • With the numerous new hybrid models coming, green perceptions should improve • Opportunity to broadcast the green sides of GM with anxious consumers

More Related