everyone loves cars...but which ones?

Everyone Loves CarsEveryone Loves Cars…But Which Ones?…But Which Ones?System 1 Brand Health Tracking – Feb. 2015System 1 Brand Health Tracking – Feb. 2015

Our Approach To…Our Approach To…

System 1 Brand Health TrackingSystem 1 Brand Health Tracking

Human behaviour is driven by two decision-making Systems:Human behaviour is driven by two decision-making Systems: 1 + 2

“We are not thinking machines that feel – we are feeling machines

that think”

“We are not thinking machines that feel – we are feeling machines

that think”

Logical

Slow

Rule based

Tiring

Considered

Intuitive

Fast

Emotional

Effortless

Automatic

System 2System 2 System 1System 1

What 3 things come to your mind when you think about [brand]?

Simple and easy to use Easy to understand 26

36

The opportunity to give real opinions

Good fun to do 20

25

Less manipulative than most

They help make a difference and are good fun

13

13

Interesting and informative Interesting 11

12

They are about interesting products

Very topical and informative 10

10

(Sample: 1373 x All) %

[LOGO]

High Quality

Findings SummaryFindings Summary

3

4

4

4

2

2

2

2

2

2

2

2

Results OverviewResults Overview

72

78

40

63

Emotion-into-Action™ Score

98969695

939191

9090

8988

95

VWBMW

MercedesOpelFord

PeugeotNissanMazda

MiniHyundai

KiaDacia

% of respondents

Which of the following brands are you aware of? Please tell us if you or your household owns a car of one of the following brands.

2713

1212

55

4333

2

9

VWOpel

BMWFord

MercedesHyundaiPeugeot

KiaNissanMazda

DaciaMini

% of respondents

7 11 716 13

514

8 6 27 10

58 5452 31

26

2715

2018

20 1313

27 2731

43

4453 61 63 67

63 63 57

2 11

5 42 1

2 32

1 1 12

1

1 1 1

1 14

3 3 26 6

10

2 4 4 6 7 83 4 5 6 7 6

1.68 1.67 1.63 1.28 1.17 0.99 0.81 0.75 0.70 0.78 0.75 0.92

2 1 4 4 3

VW (251) BMW(250)

Mercedes(250)

Mini (248) Opel(251)

Ford (251) Hyundai(247)

Mazda(251)

Nissan(250)

Peugeot(251)

Kia (251) Dacia(249)

% o

f re

spon

dent

s

Contempt

Disgust

Anger

Fear

Sadness

Neutral

Happiness

Surprise

Intensity Score measured on a scale from 0 to +3

76,4 76,2 73,8 67,8 62,9 62,6 62,4 61,8 60,7 59,3 57,4 57,1 EiA™ Score

% Agreeing under time pressure

-2E+26

4

Different

Distinctive

Famous brand

Trustworthy brand

Reliable

High Quality

Technologically advanced

Sporty

Attractive design

Luxurious

Good value for money

Good fuel economy

Environmentally friendly

City car

Test average VW (251) BMW (249) Mercedes (250) Mini (248)

4 3

% Agreeing under time pressure

-2E+25

6

Different

Distinctive

Famous brand

Trustworthy brand

Reliable

High Quality

Technologically advanced

Sporty

Attractive design

Luxurious

Good value for money

Good fuel economy

Environmentally friendly

City car

Test average Opel (251) Ford (251) Hyundai (247) Mazda (251)

Nissan (250) Peugeot (251) Kia (250) Dacia (249)

2

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