According to a new study by MBLM, BMW is the most intimate automotive brand, dethroning last year’s top vote getter Harley-Davidson. Jeep, Toyota, and Honda finished second, third, and fourth respectively while Harley-Davidson slid to the fifth position.
“We are very pleased with the Jeep brand’s improved performance in the 2018 Brand Intimacy Study,” stated Olivier Francois, Chief Marketing Officer, FCA US. “I am most proud of what we were able to do on behalf of all of our brands last year. We continued to focus on our brands’ unique identities, what differentiates them from other brands. Storytelling is a critical part of marketing and being successful hinges on the ability to make it resonate emotionally outside the walls of your company.”
The annual Brand Intimacy Report is a culmination of surveying 6,000 customers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,000). Survey participants were between 18 and 64 years of age. Those polled in the U.S. were required to have an annual household income $35,000 or more while Mexico and UAE participants were determined based on socioeconomic levels. MBLM established quotes among participants to ensure that the respondents mirrored the census data for age, gender, income/socioeconomic level, and region of each country.
Rounding out the top 12 most intimate automotive brands in decreasing levels of intimacy were Chevrolet, Ford, Mercedes, Chrysler, GMC, Audi, and Volvo. BMW was the top brand with males while women favored Jeep.
By industry, automotive ranked as the second most intimate industry behind only the media & entertainment sector, scoring an Average Brand Intimacy Quotient of 44.9, well ahead of the industry average of 27.1.
The auto industry as a whole scored best in the fulfillment category as survey takers noted that the segment exceeded expectations, delivering superior service, quality and efficacy.
See all the auto industry survey results here.