brand kpis fuer autos fiat in deutschland-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

cars:

Fiat

in

GermanyConsumer

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

Fiat’sperformance

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

202448%

ofFiat

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Fiatrankstenthinawareness

withinthecarmarket?Thepopularity

ratingof

Fiat

is

13%?Fiat’sbrandingresonates

more

with

BabyBoomers?Fiatgenerally

appealsto

women

more

than

men?Among

Fiat

enthusiasts,25%

fallunderthehigh-?Fiatranksninth

inownershipincome

category?Interms

of

loyalty,Fiatisoutside

the

Top

10

in?Consumers

want

theircarbrandsto

havereliability,Germanyhighvalue,and

honesty

/trustworthiness?Fiathasascore

of

9%

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

Fiat

at

91%Brand

profile:

snapshotBrand

performance

of

FiatinGermany91%48%13%9%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Cars‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=1,136,

respondents

who

know

the

individual

brand

(popularity),

n=1,136,

respondents

whoknow

the

individual

brand(ownership),

n=64,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,136,

respondentswho

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fiat’s

branding

resonates

morewith

Baby

BoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations36%36%33%32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeFiatbygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatFiatislikedby14%

of

Babyboomers

and

36%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is11%

and33%,

respectively.20%18%14%ForMillennials

andGen

Z,

32%

and

18%

feel

positivelytowards

Fiat,versus

36%

and

20%.

Socurrently,

forFiat,Baby

Boomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocars,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=148,

Fiat

enthusiast,

n=1,043,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fiatgenerally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Fiatshows

thatwomenaremore

likely

to

haveanaffinity

withthe

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Fiathasasimilarproportionof

LGBTQIA+consumers

whencompared

to

theindustryusers

ingeneral.8%9%64%

ofwomen

likeFiatcompared

to36%

ofmen,

whereas

for

the

overallindustry,50%

of

women

own

carscompared

to

50%

of

men.50%50%64%86%84%9%

of

Fiat

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.36%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=148,

Fiat

enthusiast,n=1,043,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Fiat

enthusiasts,

25%

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.31%Single24%23%25%36%CoupleSingleparentNuclear25%

ofFiatenthusiastsarefrom

high-income

households.Fiat’sbrandis

generally

enjoyed

morebyconsumers

who

arepartof

asinglehousehold,

31%

ofFiatenthusiastshavethiscurrent

living

situation.27%9%7%38%21%35%28%28%Multi-generational2%2%37%9%9%ExtendedOther5%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=148,

Fiat

enthusiast,

n=1,043,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Consumers

want

their

car

brands

to

have

reliability,

high

value,

and

honesty

/trustworthinessBrand

profile:

qualitiesQualitiesownerswant

from

carbrandsAuthenticityForcars,

the

topthree

qualitiesownerswant

fromabrandare

reliability,highvalue,andhonesty

/trustworthiness.80%60%40%20%0%Thrill/ExcitementBoldnessClevernessFiatowners

also

appreciatethese

keyattributes,indicating

Fiatexudes

thesequalities.SustainabilitySocialresponsibilityCoolnessThequalitiesthatFiat

enthusiastsareleast

focused

onare

thrill/excitementandsocial

responsibility.ReliabilityExclusivityFiatshouldwork

on

promoting

reliabilitytoconvert

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=64,

Fiat

owners’,n=148,

Fiat

enthusiast,

n=1,043,

carownersSources:

Statista

Consumer

Insights

Global,

asofOctober

2024Among

Fiat

fans,

31%

state

that

they

get

excited

about

carsBrand

profile:

attitudesWhat

doconsumersthink

ofcars

ingeneral?36%

36%31%30%27%26%24%24%22%20%16%14%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=148,

Fiat

enthusiast,

n=1,043,

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.1148%

ofFiat

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

cars,theaverage

awareness

of

abrandinGermany

is88%.

Awareness

ofFiat,however,isat91%.Awareness13%

ofGerman

carowners

saytheylikeFiat,compared

to

anindustryaverage

brandpopularity

of23%.6%

of

industryowners

inGermany

say

theyown

Fiat,with

the

average

ownership

ofabrandat7%.BuzzPopularity48%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of62%.Fiathasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of9%

compared

to15%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

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

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),

n=1,136,

respondents

who

know

the

individual

brand

(popularity),

n=1,136,

respondents

whoknow

the

individual

brand(ownership),

n=64,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=1,136,

respondentswho

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fiat

ranks

tenth

in

awareness

within

the

carmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofFiatRank#

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.9%1Audi95%95%95%94%94%93%93%93%92%91%2VolkswagenBMW34Mercedes-BenzFord5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ToyotaOpel78PorscheNissanFiatOutofallrespondents,

91%

were

aware

of

Fiat.Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.91%N/A9Awareness1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024The

popularity

rating

ofFiat

is

13%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofFiatRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1BMW50%49%42%39%29%23%23%22%21%19%13%2Audi3Mercedes-BenzVolkswagenPorscheFerrariOpel4Outofconsumers

who

knew

thebrand,

13%

saidtheyliked

Fiat.Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.5678Ford87%Popularity9?kodaN/A10Tesla14

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,136,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fiat

ranks

ninth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofFiatRank#

BrandUsage

%17%16%14%11%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

cars,which

of

the

following

brandsdoyou

own

currently?”.6%1Volkswagen2BMW3AudiOutofconsumers

who

knew

thebrand,

6%

saidtheyowned

Fiat.This

ranksthemninth

compared

to

otherbrandssurveyed

inthismarket.4Mercedes-BenzFord56Opel7?kodaHyundaiFiat7%86%96%94%UsageN/A10Toyota5%15

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;

Base:

n=1,136,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofOctober

2024In

terms

of

loyalty,

Fiat

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofFiat’s

consumersRank#

BrandLoyalty

%84%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.1Tesla2Audi82%3BMW81%4Mercedes-BenzVolkswagenNissanSEAT76%48%575%52%671%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

cars,which

of

thefollowing

brandsareyou

likely

topurchaseagaininthe

future?”.768%8?koda66%9ToyotaFerrari64%Outofrespondents

whohaveowned

Fiat,48%

saidthey

would

purchasethebrandagain.LoyaltyN/A1064%16

Notes:“When

it

comesto

cars,

which

ofthe

following

brands

are

youlikely

to

purchase

againin

the

future?”;

Multi

Pick;Base:n=64,

respondents

who

have

owned

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofOctober

2024Fiat

has

a

score

of

9%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofFiatRank#

BrandBuzz%39%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.9%1BMW2Audi33%3Mercedes-BenzVolkswagenTesla28%Outofconsumers

who

knew

thebrand,

9%

saidtheyhadheardaboutFiatinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.421%518%6BYD16%7?koda15%8Ford14%91%Buzz9HyundaiOpel14%N/A1013%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,136,

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?

Analyzecompetitivelands