Brand Rejection (ranked highest to lowest) – Volume Brands
Source: Roy Morgan Single Source (Australia) February 2006 – January 2012 n=6,642 & February 2011 – January 2012 n=5,969 (New car intenders next 4 years). *Reject = “If you were buying a vehicle today, which makes would you definitely not consider?”
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“Brand rejection represents the portion of the market that is essentially unavailable for a brand. Consumer’s rejection for a brand can occur for a number of reasons, including low satisfaction with a vehicle they have owned, negative WOM from trusted advisors, damaging PR, poor dealership experience and in the case of the luxury brands – possibly barriers to cost of ownership.
“Of the volume brands, the big improvers over the last 5 years have been Volkswagen and Hyundai. 5 years ago, 35% (more than 710,000 people) of the new market rejected the Volkswagen brand – now this has figure has reduced to 22%.
“With many Chinese manufactured vehicles starting to hit our shores, brand rejection is an effective measure to track their acceptance as a brand. Great Wall, Chery and Geely all have rejection levels above 60%. This means that more than 1.4 million of the 2.2+ million strong new car market are currently unobtainable to these brands.
“With similar rejections levels achieved by the Korean brands when they entered the market, there is a long road ahead for the Chinese manufacturers before they reach mass market acceptance.”
To learn more about automotive intentions for the different vehicle types, view our Automotive Currency report, which covers intentions to purchase new vehicles, future intentions and recent sales, loyalty and satisfaction, brand health, automotive attitudes, car servicing and use of the internet for vehicle related content.
The latest detailed Roy Morgan Automotive Currency Report looks at the Australian automotive industry, providing vital trended information on key market metrics, delivering a cost effective tool for measurement and evaluation of marketing effectiveness, brand performance and competitor performance.
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