brand kpis fuer autovermietung lynk und co in deutschland-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

car

rental:

Lynk

&

Co

inGermanyConsumer

Insights

reportDecember2024Discover

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,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Lynk&Co’s

performance

inthecarrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202475%

of

Lynk

&

Co

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Lynk&Co’s

brandingresonates

more

with

Gen

Z?Lynk&Coranksoutside

the

Top

10

inawarenesswithin

the

carrental

market?Lynk&Cogenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Lynk&Cois22%?Lynk&Coranksoutside

the

Top

10

inusage?Interms

of

loyalty,Lynk&CoisfifthinGermany?Lynk&Cohasascore

of

15%

formedia

buzz?Among

Lynk&Coenthusiasts,46%

fallunderthehigh-income

category?Consumers

want

theircarrental

brandsto

havefriendliness,

honesty

/trustworthiness,

and

reliability3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

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

Lynk

&

Co

at

75%Brand

profile:

snapshotBrand

performance

of

Lynk

&Co

inGermany75%22%15%15%11%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),n=184,

respondents

who

know

the

individual

brand

(popularity),

n=184,

respondents

who

knowthe

individual

brand

(usage),

n=20,

respondents

who

have

used

the

individual

brand

(loyalty),

n=184,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lynk

&

Co’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%41%

41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLynk&Cobygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatLynk&Coislikedby0%

of

Babyboomers

and12%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and

27%,

respectively.27%26%ForMillennials

andGen

Z,

41%

and

46%

feel

positivelytowards

Lynk&Co,versus

41%

and26%.

Socurrently,forLynk&Co,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.12%6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=41,

Lynk

&Co

enthusiast,

n=646,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Lynk

&

Co

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Lynk&Coshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%85%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Lynk&Cohasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.17%41%59%46%54%59%

ofmen

likeLynk&Cocompared

to41%

ofwomen,

whereas

fortheoverallindustry,54%

of

men

usecarrentalcompared

to

46%

of

women.80%17%

ofLynk

&Coenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to11%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=41,

Lynk

&Coenthusiast,

n=646,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Lynk

&

Co

enthusiasts,

46%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.10%Single21%38%17%46%CoupleSingleparentNuclear46%

ofLynk

&Coenthusiastsarefromhigh-income

households.Lynk&Co’s

brandis

generally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

41%

of

Lynk&Coenthusiastshavethiscurrent

livingsituation.26%7%7%41%35%27%29%34%Multi-generational2%2%17%11%ExtendedOther20%5%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

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=41,

Lynk

&Co

enthusiast,

n=646,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

havefriendliness,

honesty

/trustworthiness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarefriendliness,

honesty

/trustworthiness,andreliability.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Lynk&Cousers

alsoappreciate

thesekey

attributes,indicating

Lynk&Coexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatLynk&Coenthusiastsareleast

focused

on

arethrill/excitement

andauthenticity.ReliabilityExclusivityLynk&Coshouldwork

on

promotingexclusivity

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carrental,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tocarrental,which

ofthefollowing

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=20,

Lynk

&

Co

users’,n=41,

Lynk

&Co

enthusiast,n=646,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Lynk

&

Co

fans,

24%

state

that

they

get

excited

about

car

rental

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?37%37%35%34%34%26%24%24%23%22%21%20%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

carrental

services

topicsrelating

tocarrentalBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carrentaldo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocarrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=41,

Lynk

&Co

enthusiast,

n=646,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1175%

of

Lynk

&

Co

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinGermany

is38%.

Awareness

ofLynk&Co,however,

is

at15%.Awareness22%

ofGerman

carrental

users

saytheylikeLynk&Co,compared

toanindustryaverage

brandpopularityof

25%.11%

ofindustryusers

inGermany

say

theyuseLynk

&Co,withtheaverage

usageof

abrandat14%.BuzzPopularity75%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

68%.Lynk&Cohasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of15%compared

to

15%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),n=184,

respondents

who

know

the

individual

brand

(popularity),

n=184,

respondents

who

knowthe

individual

brand

(usage),

n=20,

respondents

who

have

used

the

individual

brand

(loyalty),

n=184,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lynk

&

Co

ranks

outside

the

Top

10

in

awareness

within

the

carrental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLynk&CoRank#

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.1SIXT84%84%72%66%58%40%31%29%26%20%15%2EuropcarHertz34Avis5Enterprise

Rent-A-CarBuchbinderBudgetUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678InterRentSTARCARAlamoOutofallrespondents,

15%

were

aware

of

Lynk&Co.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.85%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Lynk

&

Co

is

22%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLynk&CoRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1SIXT54%51%35%31%25%24%22%21%21%21%22%2Europcar3Hertz4AvisOutofconsumers

who

knew

thebrand,

22%

saidtheyliked

Lynk&Co.Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.5Enterprise

Rent-A-CarDollar

CarRentalLynk

&CoGreen

MotionSTARCAR67878%9PopularityN/A10Buchbinder14

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=184,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lynk

&

Co

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLynk&CoRank#

BrandUsage

%27%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1SIXT11%2Green

MotionEuropcar24%321%Outofconsumers

who

knew

thebrand,

11%

saidtheyused

Lynk&Co.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.4Dollar

CarRentalBudget20%514%6Avis13%7Enterprise

Rent-A-CarHertz13%813%89%Usage9National12%N/A10Buchbinder12%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=184,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Lynk

&

Co

is

fifth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLynk

&Co’s

consumersRank#

BrandLoyalty

%87%Afterascertaining

the

usageof

abrandinthe

last12months,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.1SIXT2EuropcarHertz83%25%379%4Enterprise

Rent-A-CarLynk

&CoAvis79%575%673%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.7STARCARAlamo72%75%869%9BuchbinderNational69%Outofrespondents

whohaveused

Lynk&Co,75%saidthey

would

usethebrand

again.LoyaltyN/A1066%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=20,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Lynk

&

Co

has

a

score

of

15%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLynk

&CoRank#

BrandBuzz%30%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1SIXT15%2Europcar27%3Dollar

CarRentalGreen

MotionEnterprise

Rent-A-CarAvis21%Outofconsumers

who

knew

thebrand,

15%

saidtheyhadheardaboutLynk

&Cointhemedia.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.420%518%615%7Lynk

&CoHertz15%815%85%9Budget15%BuzzN/A10Buchbinder14%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=184,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandy