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

CONSUMER&

BRANDBrandKPIs

for

cars:

Dodge

in

MexicoConsumer

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

Dodge’s

performance

inthecarmarket.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

202464%

of

Dodge

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Dodge’s

brandingresonates

with

Gen

Zsimilarly

to•Dodge

ranksoutsidetheTop10

inawareness

withinother

brandsinthe

industrythe

carmarket•Dodge

generally

appealsto

men

more

than

women•Thepopularity

ratingof

Dodgeis

26%•Dodge

rankstenthinownership•Among

Dodgeenthusiasts,32%

fallunderthehigh-income

category•Interms

of

loyalty,Dodge

isoutside

the

Top

10

in•Consumers

want

theircarbrandsto

havereliability,Mexicohonesty

/trustworthiness,

andinnovation•Dodge

hasascore

of

32%

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

forDodge

at

86%Brand

profile:

snapshotBrand

performance

of

DodgeinMexico86%64%32%26%8%AwarenessPopularityUsageLoyaltyBuzz5Notes:Cars‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,077,

respondents

who

know

the

individual

brand

(popularity),

n=1,077,

respondents

whoknow

the

individual

brand(ownership),

n=81,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,077,

respondentswho

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dodge’sbranding

resonates

with

Gen

Z

similarly

to

other

brands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%38%35%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeDodge

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatDodge

islikedby4%

of

Babyboomers

and

21%

of

GenXers,

whereas

thetotalshareof

industryusers

is3%and26%,

respectively.33%26%21%ForMillennials

andGen

Z,

39%

and

35%

feel

positivelytowards

Dodge,

versus

38%

and

33%.

Socurrently,

forDodge,

Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocars,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=284,

Dodgeenthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dodge

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Dodge

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Dodge

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.44%56%56%

ofmen

likeDodge

compared

to44%

ofwomen,

whereas

fortheoverallindustry,50%

of

women

own

carscompared

to

50%

of

men.50%50%90%89%8%

of

Dodgeenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

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=284,

Dodgeenthusiast,n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Dodge

enthusiasts,

32%

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%Single32%34%32%33%11%11%CoupleSingleparentNuclear32%

ofDodge

enthusiastsarefrom

high-income

households.Dodge’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anextended

household,

26%

ofDodgeenthusiastshavethiscurrent

livingsituation.7%7%32%40%39%Multi-generational10%10%36%26%23%ExtendedOther2%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=284,

Dodgeenthusiast,

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/ExcitementBoldnessClevernessSustainabilityDodge

owners

alsoappreciate

these

keyattributes,indicating

Dodge

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatDodgeenthusiastsareleast

focused

onare

inclusiveness

andboldness.ReliabilityExclusivityDodge

shouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.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=81,

Dodgeowners’,n=284,

Dodge

enthusiast,

n=1,039,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Dodge

fans,

45%

state

that

they

get

excited

about

carsBrand

profile:

attitudesWhat

doconsumersthink

ofcars

ingeneral?54%51%45%40%40%38%33%32%31%26%13%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=284,

Dodgeenthusiast,

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.1164%

of

Dodge

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

cars,theaverage

awareness

of

abrandinMexico

is86%.

Awareness

of

Dodge,however,

is

at86%.Awareness26%

ofMexican

carowners

say

theylikeDodge,compared

to

anindustryaverage

brandpopularity

of38%.8%

of

industryowners

inMexico

saythey

own

Dodge,with

the

average

ownership

ofabrandat8%.BuzzPopularity64%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of65%.Dodge

hasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of32%compared

to

33%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Cars‘awareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=1,077,

respondents

who

know

the

individual

brand

(popularity),

n=1,077,

respondents

whoknow

the

individual

brand(ownership),

n=81,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,077,

respondentswho

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dodge

ranks

outside

the

Top

10

in

awareness

within

the

car

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofDodgeRank#

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.1ChevroletNissan97%96%96%96%95%95%93%93%91%90%14%23Toyota4Ford5HondaUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6VolkswagenMercedes-BenzJeep78Outofallrespondents,

86%

were

aware

of

Dodge.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.86%N/A9FerrariAwareness10BMW13

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

Dodge

is

26%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofDodgeRank#

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%2Audi26%3NissanChevroletToyotaVolkswagenHondaJeep4Outofconsumers

who

knew

thebrand,

26%

saidtheyliked

Dodge.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.56774%89FerrariFordPopularityN/A1014

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,077,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dodge

ranks

tenth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofDodgeRank#

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?”.8%1ChevroletNissanVolkswagenFord23Outofconsumers

who

knew

thebrand,

8%

saidtheyowned

Dodge.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.45HondaToyotaMazdaJeep6788%92%Usage9BMW8%N/A10Dodge8%15

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=1,077,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Dodge

is

outside

the

Top

10

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofDodge’sconsumersRank#

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%36%472%5MazdaVolkswagenJeep72%671%64%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

cars,which

of

thefollowing

brandsareyou

likely

topurchaseagaininthe

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

whohaveowned

Dodge,

64%

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=81,

respondents

who

have

owned

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Dodge

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofDodgeRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ChevroletNissanFord248%32%344%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutDodge

inthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Kia44%5ToyotaJeep40%639%7VolkswagenBMW38%68%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=1,077,

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.•

Identifyandunderstandyourcoreaudiences•

TrackbrandKPIs•

Analyz