According to the Brand Performance Index, which measures the performance of brands, Škoda, Tesla and Mitsubishi are doing well in the auto-moto segment.
The Kaspen/Jung von Matt agency has measured brand performance for the second time - Brand Performance Index, which links hard business data to customer perceptions of a brand. For the second time, the analysis focused on the automotive sector as a key area of the Czech industry. The index is based on two pillars: real market share and its year-on-year development, and the level of brand awareness and salience, which was measured by research agency Behavio.
"The Brand Performance Index does not indicate the profitability of a company, but rather the potential for higher sales for certain brands. It can help managers in developing a long-term strategy. Companies often struggle with whether to focus on building or performance marketing. And it clearly comes out to us that companies will have to invest in brand building, otherwise they won't stand a chance in the emerging Chinese competition," says Tomáš Kopecny, director of Kaspen/Jung von Matt.
The second edition of the Brand Performance Index shows that, in addition to the expected Skoda, Tesla and Mitsubishi, as well as MG, Volvo and Nissan are also performing well. "Skoda's leadership is no surprise, Tesla has established itself in the urban electric car category, although its future development remains uncertain due to reputational risks associated with Elon Musk's activities and growing competition. Mitsubishi, on the other hand, is growing from a low base," says Tomas Kopecny, summarising the results of the second BPI.
The MG, Volvo and Nissan brands again stand out for their ability to translate their brand strength into market success. The results therefore show that even smaller or less traditional players can successfully compete with established brands under certain conditions.
Compared to previous measurements, the peloton of brands is flattening out, comments Filip Janouch, co-author of the index and its methodology. "The market grew more slowly in 2024, which reduced the differences in dynamics between automakers. Toyota maintained growth above the market average but lagged in terms of salience. The Cupra is successfully replacing the Seat, and its bold marketing strategy is bearing fruit. Opel, Peugeot and Ford have moved into the market standard range, thanks mainly to better communication, new models and pricing policies - Opel, for example, achieved 25% growth. By contrast, Kia is slipping towards the lower end of the average due to falling sales. And overall, the results suggest that 2024 was not a good year for German carmakers."
The full report is available for download here.
Source: mediaguru.cz
