Friday, July 26th, 2013

A massive 9.6% point advance by Jeep in a single year has seen it vault from 14th to 9th, pushing Kia out of the top ten auto brands by ad recall.

In the year to May 2013, 85.5% of the 2.3 million Australians in the market for a new car in the next four years recalled seeing an auto ad recently—a decline of 1.8% points over the previous 12 months thanks largely to some big drops among last year’s most recalled makes.

A smaller proportion of new car intenders recalled seeing ads for Holden, Ford, Toyota, Mazda, Hyundai, Honda, Mitsubishi, Nissan or Kia, with Volkswagen the only car manufacturer among last year’s Top 10 to improve.

Volkswagen jumped 5% points, overtaking Nissan, Mitsubishi and Honda to go from 10th in the 12 months to May 2012 to 6th a year later.

A massive 9.6% point advance by Jeep has seen it vault from 14th to 9th, pushing Kia out of the top ten. Recall for the Korean manufacturer’s ads plummeted from 50.1% of new car intenders last year to 42%—now behind Chinese make Great Wall.

Although each has suffered a decline in recall, Holden, Ford and Toyota remain in 1, 2 and 3 as most-recalled brands, while Mazda’s smaller comparative decline nudged it ahead of Hyundai. Each of the top 10 makes has more than 1 million new car intenders who recall seeing or hearing some of its advertising recently.

Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“In an increasingly fragmented media landscape, advertising cut-through for many of the major brands has declined over the last 12 months. One brand to buck this trend is Jeep, which was well outside the top 10 most recalled brands 12 months ago but now more than a million new car intenders recall seeing one of their ads recently.

“When it comes to advertising attractiveness, although not in the top 10 most recalled brands, more new car intenders believe BMW has attractive advertising and sales promotions than any other brand tracked. In terms of connectivity with consumers, not surprisingly Toyota leads the way – with around 12.2% of new car intenders nominating Toyota as a brand that makes ‘advertising that speaks to me’.

“Crucially for all brands, advertising recall has a very positive effect on brand image. Looking at Holden as an example, intenders who have seen a Holden ad recently are more likely to think Holden makes reliable, dependable, safe vehicles with good exterior design and appearance and is a brand consumers ‘like’ – when compared to the total market.”


Source: Roy Morgan Single Source (Aust.): Jun 2012 – May 2013, people intending to buy a new car in the next 4 years n= 5,677


Contact Profile

Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


A massive 9.6% point advance by Jeep in a single year has seen it vault from 14th to 9th, pushing Kia out of the top ten auto brands by ad recall.



More Formats

View QR Code