Best Brands: the "Best" Motor Show conditions
For people wishing to buy a new car via an official network in Belgium, the period from December to the end of February seems to be the most attractive one. After all, January is when the Motor Show Brussels is held: one of the major European automotive events in which all car manufacturers come together to present their latest models and offer special deals to boost sales in a sector that has just experienced the third best year in its history. These “show conditions”, which initially only applied during the actual run of the show, are now being extended until the end of February for many brands, and they can also start as early as December in order to shift vehicles in stock at the various garages.
The Motor Show is the perfect example of a communication system in which it is essential to be able to combine the different media in order not only to increase the brand awareness of your brand and models, but also to more widely publicise offers and above all make the purchase happen. As such, it is necessary to master a set of touchpoints. It is not just about being present at the show, but also about communicating on the subject of the show and enhancing its effect to the maximum extent possible by way of dealers, social media, websites and advertising.
From this point of view, the Best Omnichannel Brands consumer survey carried out by GfK at the request of Serviceplan takes on its fullest sense. As a matter of fact, it is a study that aims to evaluate the performance of brands across two dimensions: 1. The reach of the media used, either online or offline (reach) 2. The quality of these media and the impact they have on consumers (imprint).
When we combine these two elements, and when we focus more specifically on car brands, we see that Skoda comes top of this ranking, followed by Volvo, Toyota, BMW and Lexus. Opel, Peugeot, Ford, Audi and Volkswagen complete the top 10.
It is important to differentiate the context of this article from the content of the study. The analysis was carried out in the context of the Motor Show Brussels, but did not evaluate the performance of these brands at a motor show. The aim here is to assess the performance of a brand in the multitude of these touchpoints and define which brand performs the best over a range of experiences. In total, 21 online and offline experiences were evaluated.
The fact that Skoda comes top of the car list is due to the quality of its online experience. Where the average for the automotive industry is 22%, Skoda gets a score of 66%, which is the second-best score of the category behind Toyota (78%). Volvo (57%), BMW (46%) and Lexus (40%) follow. Although Skoda is only the 7th brand (out of 18 in total) with regard to offline experiences, it nevertheless scores an average score (43%), although that is far behind Volvo (75%) and Lexus (73%). Opel and BMW also score above 50%.
It is moreover interesting to note that of all the experiences, taken separately, three have a greater impact: TV commercials, and print advertisements and articles.
The best-performing brands on TV are Opel, Toyota and Skoda, with scores close to 75%. Volkswagen, Lexus and Volvo get the best scores in print advertisements, where many brands get negative scores, thereby demonstrating the difficulties for the sector in this regard. And finally, Lexus, Skoda and Volvo are the brands that get the best score in articles about them appearing in the press. Once you know the importance of recommendations and word of mouth, you will understand that this latter touchpoint can be particularly important for the development of these brands in the coming months.
See you again in late summer for the second edition of the Best Omnichannel Brands study results, covering over 300 brands from 30 sectors.