Automotive in motion – new opportunities for established car brands

brandmark

2007

This study shows new trends, the shift in consumer needs and innovative growth strategies in the German automotive market. Based on the new strategy tool "brandmark", a cooperation of the RB Profiler and the "Typologie der Wünsche", several aspects were investigated:

• The study identifies and describes six car customer types, each one with a specific values and needs set
• It analyses and visualizes Germanys most important car brands and shows their specific positioning within the market
• White spots in the market were found in the premium as well as in the volume segments – thus, established car manufacturers are likely to suffer great sales losses if new competitors find a way to close these gaps
• Finally, innovative brand strategies were outlined to show how OEMs could close these market gaps