brand kpis fuer e bikes und pedelecs machine motors in brasilien-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

E-bikes

&

pedelecs:Machine

Motors

in

BrazilConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

MachineMotors’

performanceinthe

E-bike

&pedelec

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202472%

of

Machine

Motors

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•MachineMotors’

brandingresonates

more

with

Gen•MachineMotors

rankseighthinawareness

within

theXE-bike

&pedelec

market•MachineMotors

generally

appealstomen

more

than

•Thepopularity

ratingof

MachineMotors

is30%women•MachineMotors

ranksfifth

inownership•Among

MachineMotors

enthusiasts,53%

fallunderthe

high-income

category•Interms

of

loyalty,Machine

Motors

is

ninth

inBrazil•MachineMotors

hasascore

of26%

formedia

buzz•Consumers

want

theirE-bike

&pedelec

brandstohavereliability,authenticity,andhonesty

/trustworthiness3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Machine

Motors

at

72%Brand

profile:

snapshotBrand

performance

of

MachineMotors

inBrazil72%32%30%26%14%AwarenessPopularityUsageLoyaltyBuzz5Notes:E-bikes

&pedelecs

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=400,

respondents

who

know

the

individual

brand

(popularity),

n=400,respondents

who

know

the

individual

brand

(ownership),

n=54,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=400,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Machine

Motors’

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMachine

Motors

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMachine

Motors

islikedby3%

of

Babyboomers

and

33%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

23%,

respectively.33%31%23%18%ForMillennials

andGen

Z,

46%

and

18%

feel

positivelytowards

Machine

Motors,

versus43%

and31%.

Socurrently,

forMachineMotors,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoE-bikes

&pedelecs,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;

Base:

n=120,

Machine

Motorsenthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Machine

Motors

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Machine

Motors

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

MachineMotors

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.49%51%50%50%51%

ofmen

likeMachine

Motorscompared

to

49%

of

women,

whereasfortheoverall

industry,50%

of

womenown

E-bikes

&pedelecs

compared

to50%

ofmen.91%92%8%

of

MachineMotors

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=120,

MachineMotorsenthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Machine

Motors

enthusiasts,

53%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.6%7%Single36%5%CoupleSingleparentNuclear53%

ofMachine

Motors

enthusiastsarefrom

high-income

households.Machine

Motors’

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

50%

ofMachine

Motors

enthusiastshavethiscurrent

living

situation.11%53%8%8%50%33%30%39%Multi-generational27%12%10%15%23%ExtendedOther19%3%2%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=120,

Machine

Motorsenthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

E-bike

&

pedelec

brands

to

have

reliability,

authenticity,and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

E-bike

&pedelec

brandsForE-bikes

&pedelecs,

the

top

threequalitiesowners

want

fromabrandarereliability,

authenticity,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Machine

Motors

owners

alsoappreciatethese

key

attributes,indicatingMachineMotors

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatMachineMotorsenthusiastsare

least

focused

on

arehighvalueand

thrill

/excitement.ReliabilityExclusivityMachine

Motors

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;“When

it

comestoE-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=54,

Machine

Motorsowners’,n=120,

Machine

Motorsenthusiast,

n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Machine

Motors

fans,

54%

state

that

they

get

excited

about

e-bikes

&pedelecsBrand

profile:

attitudesWhat

doconsumersthink

ofE-bikes&pedelecs

ingeneral?69%55%54%54%48%47%40%37%34%27%22%19%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboute-bikes&pedelecsIliketotalkabouttopicsrelating

toe-bikes&pedelecsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

E-bikes

&pedelecs

do

you

agree

with?”;

Multi

Pick;“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=120,

Machine

Motors

enthusiast,n=781,

E-bike

&pedelec

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1172%

of

Machine

Motors

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

E-bikes

&pedelecs,

the

averageawareness

ofabrandinBrazil

is38%.

Awareness

ofMachine

Motors,

however,

isat32%.Awareness30%

ofBrazilian

E-bike

&pedelec

owners

say

theylikeMachine

Motors,

compared

to

anindustryaveragebrandpopularityof

34%.14%

ofindustryowners

inBrazil

say

theyown

MachineMotors,

with

the

average

ownership

ofabrandat16%.BuzzPopularity72%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of76%.Machine

Motors

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of26%compared

to

23%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:E-bikes

&pedelecs

‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=400,

respondents

who

know

the

individual

brand

(popularity),

n=400,respondents

who

know

the

individual

brand

(ownership),

n=54,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=400,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Machine

Motorsranks

eighth

in

awareness

within

the

E-bike

&

pedelec

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMachine

MotorsRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Caloi84%55%42%42%40%40%38%32%31%30%2ShimanoSense32%34TecBikeOggi5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Pedalla7BiobikeMachine

MotorsGTSM168%8Outofallrespondents,

32%

were

aware

of

MachineMotors.

Thisranksthemeighthcompared

tootherbrandssurveyed

inthismarket.9AwarenessN/A10Smart

Way13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Machine

Motors

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMachine

MotorsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Caloi83%58%39%35%31%31%30%28%27%27%2ShimanoBiobikePedalla30%34Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Machine

Motors.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.5TecBikeOggi67Machine

MotorsSense70%89GTSM1PopularityN/A10Smart

Way14

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=400,

respondents

who

knowthe

individual

brand(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Machine

Motorsranksfifth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofMachine

MotorsRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

E-bikes&pedelecs,

which

ofthefollowing

brandsdoyouowncurrently?”.1Caloi14%2ShimanoBiobikePedallaMachine

MotorsGTSM1Atrio23%319%Outofconsumers

who

knew

thebrand,

14%

saidtheyowned

Machine

Motors.

Thisranksthemfifthcompared

to

other

brandssurveyed

inthismarket.415%514%613%713%8Oggi12%86%9Two

DogsKomet12%UsageN/A1012%15

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

do

youowncurrently?”;Multi

Pick;Base:n=400,

respondentswho

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Machine

Motors

is

ninth

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMachineMotors’

consumersRank#

BrandLoyalty

%91%Afterascertaining

the

ownership

of

abrandinthe

last12

months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Atrio2ShimanoCaloi90%28%385%4Two

DogsDuos83%582%6GTSM176%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

E-bikes

&pedelecs,

which

of

the

following

brandsareyou

likelytopurchaseagainin

thefuture?”.7TecBikePedalla73%72%873%9Machine

MotorsSmart

Way72%Outofrespondents

whohaveowned

MachineMotors,72%

saidthey

would

purchasethebrandagain.LoyaltyN/A1071%16

Notes:“When

it

comesto

E-bikes

&pedelecs,

which

ofthe

following

brands

are

youlikely

to

purchase

again

in

the

future?”;

Multi

Pick;Base:

n=54,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Machine

Motors

has

a

score

of

26%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMachineMotorsRank#

BrandBuzz%46%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Caloi2ShimanoBiobikeMachine

MotorsAtrio34%26%329%Outofconsumers

who

knew

thebrand,

26%

saidtheyhadheardaboutMachine

Motors

inthe

media.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.426%523%6PedallaGoldentecOggi23%722%74%820%9GTSM1Sense20%BuzzN/A1019%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=400,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlo