brand kpis fuer autos mercedes benz in mexiko-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

cars:

Mercedes-Benz

inMexicoConsumer

Insights

reportOctober2024Discover

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

Mercedes-Benz’s

performanceinthe

carmarket.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,

asofOctober

202463%

of

Mercedes-Benz

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Mercedes-Benz’s

brandingresonates

more

withGen•Mercedes-Benz

ranksseventh

inawareness

withinZthe

carmarket•Mercedes-Benz

generally

appealsto

men

more

than•Thepopularity

ratingof

Mercedes-Benz

is

41%women•Mercedes-Benz

ranksoutsidetheTop10

in•Among

Mercedes-Benz

enthusiasts,37%

fallunderownershipthe

high-income

category•Interms

of

loyalty,Mercedes-Benz

isoutside

the

Top•Consumers

want

theircarbrandsto

havereliability,10

inMexicohonesty

/trustworthiness,

andinnovation•Mercedes-Benz

hasascore

of

24%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

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.4Awarenessis

the

highest

scoring

KPI

for

Mercedes-Benz

at

93%Brand

profile:

snapshotBrand

performance

of

Mercedes-BenzinMexico93%63%41%24%4%AwarenessPopularityUsageLoyaltyBuzz5Notes:Cars‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,160,

respondents

who

know

the

individual

brand

(popularity),

n=1,160,

respondents

whoknow

the

individual

brand(ownership),

n=43,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,160,

respondentswho

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mercedes-Benz’sbranding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%38%36%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMercedes-Benz

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMercedes-Benz

islikedby3%of

Babyboomers

and

20%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

26%,

respectively.33%26%20%ForMillennials

andGen

Z,

36%

and

41%

feel

positivelytowards

Mercedes-Benz,

versus

38%

and

33%.

Socurrently,

forMercedes-Benz,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.3%

3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocars,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=477,

Mercedes-Benz

enthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mercedes-Benz

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Mercedes-Benz

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Mercedes-Benz

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.48%52%50%50%52%

ofmen

likeMercedes-Benzcompared

to

48%

of

women,

whereasfortheoverall

industry,50%

of

womenown

cars

compared

to50%

ofmen.90%90%7%

of

Mercedes-Benz

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

cars,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=477,

Mercedes-Benzenthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Mercedes-Benz

enthusiasts,

37%

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.5%7%Single34%32%33%37%10%11%CoupleSingleparentNuclear37%

ofMercedes-Benz

enthusiastsarefrom

high-income

households.Mercedes-Benz’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

27%

ofMercedes-Benz

enthusiastshavethiscurrent

living

situation.7%7%28%36%39%Multi-generational10%10%34%27%23%ExtendedOther4%3%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

cars,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=477,

Mercedes-Benz

enthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

car

brands

to

have

reliability,

honesty

/

trustworthiness,and

innovationBrand

profile:

qualitiesQualitiesownerswant

from

carbrandsAuthenticityForcars,

the

topthree

qualitiesownerswant

fromabrandare

reliability,honesty

/trustworthiness,

andinnovation.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessSustainabilityHowever,

forMercedes-Benz

owners

thetop3attributestheyactuallywant

areexclusivity,

high

value,andauthenticity.SocialresponsibilityCoolnessThequalitiesthatMercedes-Benzenthusiastsare

least

focused

on

areinclusiveness

and

boldness.ReliabilityExclusivityMercedes-Benz

shouldwork

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

cars,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

cars,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

tocars,

which

ofthe

following

brandshave

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:

n=43,

Mercedes-Benz

owners’,n=477,

Mercedes-Benz

enthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Mercedes-Benz

fans,

47%

state

that

they

get

excited

about

carsBrand

profile:

attitudesWhat

doconsumersthink

ofcars

ingeneral?52%51%47%40%39%37%33%32%31%26%11%

11%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trustIget

excitedaboutcarsIliketotalkabouttopicsrelating

tocarsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carsdo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocars,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=477,

Mercedes-Benz

enthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1163%

of

Mercedes-Benz

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

cars,theaverage

awareness

of

abrandinMexico

is86%.

Awareness

of

Mercedes-Benz,however,

is

at93%.Awareness41%

ofMexican

carowners

say

theylikeMercedes-Benz,

compared

toanindustryaverage

brandpopularity

of38%.4%

of

industryowners

inMexico

saythey

ownMercedes-Benz,

with

the

average

ownership

ofabrandat8%.BuzzPopularity63%

ofbrandowners

saythey

would

purchasethebrandagain,compared

toanaverage

loyalty

score

of65%.Mercedes-Benz

hasbeen

noticed

lessinthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

33%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Cars‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,160,

respondents

who

know

the

individual

brand

(popularity),

n=1,160,

respondents

whoknow

the

individual

brand(ownership),

n=43,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,160,

respondentswho

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mercedes-Benz

ranks

seventh

in

awareness

within

the

car

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMercedes-BenzRank#

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.7%1ChevroletNissan97%96%96%96%95%95%93%93%91%90%23Toyota4Ford5HondaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6VolkswagenMercedes-BenzJeep78Outofallrespondents,

93%

were

aware

of

Mercedes-Benz.

Thisranksthemseventh

compared

to

otherbrandssurveyed

inthismarket.93%9FerrariAwarenessN/A10BMW13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

of

Mercedes-Benz

is

41%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMercedes-BenzRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1BMW54%50%49%46%46%44%44%43%42%41%2Audi3NissanChevroletToyotaVolkswagenHondaJeep41%4Outofconsumers

who

knew

thebrand,

41%

saidtheyliked

Mercedes-Benz.

Thisranksthemoutsidethe

Top10

compared

toother

brandssurveyed

inthismarket.5659%789FerrariFordPopularityN/A1014

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,160,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mercedes-Benz

ranks

outside

the

Top

10

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofMercedes-Benz4%Rank#

BrandUsage

%22%20%16%13%12%11%8%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

cars,which

of

the

following

brandsdoyou

own

currently?”.1ChevroletNissanVolkswagenFord23Outofconsumers

who

knew

thebrand,

4%

saidtheyowned

Mercedes-Benz.

ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.45HondaToyotaMazdaJeep6788%9BMW8%96%UsageN/A10Dodge8%15

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=1,160,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Mercedes-Benz

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMercedes-Benz’s

consumersRank#

BrandLoyalty

%77%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.1Audi2Kia76%3ToyotaTesla72%37%472%5MazdaVolkswagenJeep72%671%63%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

cars,which

of

thefollowing

brandsareyou

likely

topurchaseagaininthe

future?”.771%8BYD69%9PorscheNissan68%Outofrespondents

whohaveowned

Mercedes-Benz,63%

saidthey

would

purchasethebrandagain.LoyaltyN/A1068%16

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=43,

respondents

who

have

owned

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Mercedes-Benz

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMercedes-BenzRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ChevroletNissanFord24%248%344%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutMercedes-Benz

inthemedia.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.4Kia44%5ToyotaJeep40%639%7VolkswagenBMW38%76%836%9HondaAudi36%BuzzN/A1035%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,160,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.•

Identifyandunderstandyourcor