Please activate JavaScript in your browser settings to enable all features of this website.

Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
Smart Automotive Insights image

Smart Insights: Automotive

The global automotive industry is facing change on two fronts: a shifting industry landscape of emerging markets and increasing environmental regulations, and evolving consumer behavior and expectations.

To remain competitive, automotive manufacturers and retailers need industry insights that provide clear direction on today’s markets and the consumer demands of tomorrow.  

Our automotive market research experts deliver smart insights across all areas: From optimizing new concepts and product design (for example through car clinics), identifying precise actions to improve car brand perception or experiences, to tracking automotive aftersales.

Your GfK Contacts

DAT cooperation

Deutsche Automobil Treuhand GmbH (DAT) and the market research company GfK are cooperating in the field of vehicle data. The aim of the cooperation is to create new products for various stakeholders in the automotive industry, as well as for end consumers. For the first time, this cooperation will enable the two market research companies to offer vehicle data over the entire life cycle of a vehicle. Data will consist of vehicle information prior to market introduction, data regarding configuration of new vehicles, valuations for used cars, repair cost calculations, and data on vehicle recycling.

The cooperation between both companies shall initially cover four fields:
New cars, used cars, fleet business, after-sales retail.

Read more about the DAT and GfK cooperation

Success Stories
  • Enhancing brand performance in the US luxury auto market

    Enhancing brand performance in the US luxury auto market

    12.11.2015

    GfK researched one of Europe’s major auto manufacturers to determine the strength of its brand relationships with customers in the United States.

    A large European auto manufacturer that focuses on the luxury segment.

    Situation

    This company has improved the perception of its product and brand in the US market over the past few years and is establishing itself as a serious alternative for premium car buyers. Though our client’s brand equity and sales are steadily growing in the US, we conducted research around ways our client could further strengthen its performance.

    Approach

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.

    Outcome

    The research showed the client is lagging the market leaders in consideration, familiarity and buying intention. We found that the automaker’s relationships with a high share of consumers in its target market were weak. Thus, to increase long-term brand success in the US, we recommended that the client:

    • evaluate current communications to ensure it had strong “personal fit” and “fun to drive”
      messaging
    • monitor social media buzz and take actions to encourage website visits
    • ensure relevant distribution of service centers.

    Click here to download the success story.

  • Evolving a luxury car brand in Europe

    Evolving a luxury car brand in Europe

    12.11.2015

    GfK rolled out a brand tracking program for an auto manufacturer that wanted to improve brand relationships with consumers.

    The client is a manufacturer of luxury vehicles.

    Situation

    This carmaker has been struggling to command brand presence in the media and in consumers’ minds in the largest European markets for premium motor cars.

    Approach

    We implemented a brand tracking program in Spain, Germany, France, Italy and the UK for this client. Our purchase funnel model gave it rich insight into the car buyer’s decision-making process. Applying our ConX methodology, we evaluated the vehicle manufacturer’s customer experience at various touchpoints. This painted a picture of how negative, positive and memorable these brand experiences were from the consumer’s perspective. The GfK Brand Vivo methodology underpinned our analysis. It uses human relationships as metaphors for the connection between brands and consumers.

    Outcome

    Our solution enabled our client to track brand performance in its most important markets over a year. We found that its investments in marketing yielded an improvement in short-term funnel performance. However, it was not yet succeeding in strengthening longer-term relationships with consumers. We recommended that the client evolve its marque in the following ways:

    • Increase branding in all marketing activities
    • Focus on shifting the technocratic tone of its communications to a more emotional one.

    Click here to download the success story.

  • Crafting compelling, localized propositions in the tire market

    Crafting compelling, localized propositions in the tire market

    12.11.2015

    GfK equipped a multinational tire manufacturer to take actions that help improve market share in Africa and the Middle East.

    Michelin is one of the largest tire manufacturers in the world.

    Situation

    Michelin wanted to improve sales in a key segment of tire consumers in South Africa and the Middle East. It needed to understand which communications positioning and marketing actions it could deploy to increase brand appeal, and boost conversion rates from awareness and consideration to purchase.

    Approach

    Our research plan had two stages:

    1. GfK Smart Discovery: We identified market opportunities through an inside-out view of the consumer segment, including the dealer perspective. Then, we profiled the customer base and conducted drive-along and shop-along interviews with recent purchasers and active intenders.
    2. GfK Smart Creative: We held an activation workshop to design compelling consumer and dealer value propositions.

    Outcome

    The study revealed the mindset, values and category needs of the audience, along with its perceptions of Michelin’s brand strengths and weaknesses compared to major competitors. It showed how unsuitable communications materials developed in Europe would be for the target markets.

    The research gave the client direction for the development of new collateral that would be relevant and appealing for customers in South Africa and the Middle East.

    Click here to download the success story.

  • Social media: Separating customer sentiment from the noise

    Social media: Separating customer sentiment from the noise

    14.09.2015

    Social media: Separating customer sentiment from the noise

    The GfK Social Media Intelligence solution helped our client to understand customer sentiment about a new car model, allowing it to sharpen its marketing approach.

    Our client is a major car manufacturer with a strong presence in India.

    Situation

    The Internet – including social media – plays a major role in influencing car purchase decisions among India’s 120 million-plus Internet users. This Indian automotive manufacturer wanted to monitor and measure social media sentiment about a new car model so that it could improve its marketing effectiveness.

    Approach

    We used our Social Media Intelligence (SMI) solution over five months to monitor and analyze social media conversations about the new car. Our approach combined automated tools with human insight to ensure accurate interpretation of social media content.
    “Human coding” – using skilled people to clean and categorize social data – enabled us to derive real insight from the data and posts we collected.

    Outcome

    The data we gathered and the analysis we conducted allowed us to map trends and sentiment about the new car into a clear understanding of the model’s online reputation. We cut through the noise of the social web to provide our client with actionable insights. From these insights we provided various recommendations, which included a focus on using the right channels to communicate to different audiences (users and influencers, for example) with appropriate messaging.

    Click here to download the success story.

Autotalk newsletter

Get the latest GfK Automotive news

Discover latest industry insights, market data and how Auto and Consumer trends will affect your business.

Solutions
  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • Trends & Forecasting

    Trends & Forecasting

    ​Today’s steady stream of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead. Consumer purchasing behavior shifts more rapidly than ever.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • Digital Marketing Intelligence (DMI)

    Digital Marketing Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

Latest insights

Here you can find the latest insights for automotive industry. View all insights

    • 11/12/15
    • Automotive
    • Brand and Customer Experience
    • Global
    • English

    Enhancing brand performance in the US luxury auto market

    GfK researched one of Europe’s major auto manufacturers to determine the strength of its brand relationships with customers in the United States.
    • 11/12/15
    • Automotive
    • Brand and Customer Experience
    • Global
    • English

    Evolving a luxury car brand in Europe

    GfK rolled out a brand tracking program for an auto manufacturer that wanted to improve brand relationships with consumers.
    • 11/12/15
    • Automotive
    • Market Opportunities and Innovation
    • Global
    • English

    Crafting compelling, localized propositions in the tire market

    GfK equipped a multinational tire manufacturer to take actions that help improve market share in Africa and the Middle East.
    • 09/22/15
    • Financial Services
    • Automotive
    • Global
    • English

    A tale of meerkats, robots, and italian tenors

    One of the more surprising British financial facts of recent years is that, despite an advertising arms race from price comparison sites urging consumers to shop around when renewing insurance, switching between providers has actually decreased. Motor insurance is perhaps the most striking example. According to our Financial Research Survey (FRS), switching motor insurance providers has fallen to its lowest level since before the financial crisis, while those electing to simply auto renew without taking out any quotes at all, now stands at almost 40% – the highest since 2009. Less switching appears to have been heavily influenced by falling premiums. Like many drivers recently I have experienced a pleasant surprise when renewing my car insurance – it has got cheaper and this is not just because I drive a safe unfashionable car more John Craven than Lewis Hamilton. For the majority of drivers prices have also dropped, falling by an average of 10% since 2012, knocking around £50 off the average bill. And so while messages from the likes of meerkats, robots, and Italian tenors advising me to shop around for car insurance don’t go unnoticed, I have stuck with the same insurer. However, things may be about to change. Premium prices are beginning to rise reflecting a general increase in claims. Over the last six months the majority of insurers have issued warnings that prices are going up. In addition, the announcement by Chancellor George Osborne in the summer Budget that Insurance Premium Tax is going up from 6% to 9% in November is expected to add £12 to the average comprehensive policy. With price overwhelmingly dictating opinion as the main reason for picking a provider, the expected future uplift in premiums is likely to cause increased switching in the coming months. The worrying aspect for insurers is that despite the recent fall in premiums, the public’s view of insurers is still pretty awful. Motor insurance is perceived by many as a necessary evil rather than a positive purchase. This underlying mistrust even extends to a notion that the forced purchase of motor insurance enables insurers to exploit motorists and make easy profits. In reality, the industry is barely profitable at best due to fierce competition between providers and rising claim costs. This lack of trust has manifested itself over the last 18 months in falling levels of satisfaction and recommendation. Complaints to the Financial Ombudsman Service about general insurance are also on the rise – up 16% in the first six months of 2015 compared with the previous six months. Overcoming trust issues are particularly difficult across insurance because customer touch-points are so limited. Typically, interaction between insurers and customers is limited just to the annual renewal notice, meaning that insurers rarely have any positive evidence regarding what they offer. Some insurers are now addressing these issues by talking less about price and more about the inherent value that comes with being insured. But the real game changer could be the rapidly emerging Internet of Things with its potential to provide specific behavior based data. This could revolutionize the insurance industry by making sure that the risk of insuring a person, vehicle or property is better understood and is priced accordingly. By doing this insurers could offer genuine personalized products thereby differentiating themselves beyond price. As Aleksandr the Meerkat would say, Simples! For more information, please contact Jamie Talmage at jamie.talmage@gfk.com.
Your GfK Contact