Marketing study – Automotive Industry in Switzerland – Full Potential
Our 2016 Full Potential study looked at four automotive brands: VW, Fiat, Peugeot and Audi. Peugeot, which is one of the few brands to have progressed since 2015, leads this pretty weak category: an average of 44.2 points versus 47 for the overall ranking. With 52 points, the French manufacturer dominates Fiat (49), VW (47) and finally Audi (29).
Audi, with its very low score of 29 points, drags the average down. Despite this correction, our study highlights an automotive industry whose marketing is not very much in line with the times. This result corresponds pretty much to an industry suffering from a period of doubt about its future, which has to confront to new uses and expectations from consumers.
The VW brand, which suffered the troubles that we know, has put much effort in its advertising to win back motorists’ hearts. With 74 points, “das Auto” holds the 5th advertising score of the year. Very strong in the use of neuromarketing (8/10), VW is only a bit lower than in advertising personality (5/10). Given its recent history, it is quite logical that the brand is far from its usual communication territory.
In terms of digital approach, it is Peugeot that leads the dance with a score of 45, slightly above the average (37.4). It is above all an advantage gained on the web, with the good use of SEO and the Call to Action. Accessibility is average (5/10), just as for Fiat and Audi (4/10 each). Apart from Instagram, very well used by Peugeot and Fiat, social networks are still an area where the industry can improve overall.
In terms of branding, Fiat regains advantage over Peugeot, with 70 points versus 62. This is well above the average (54.9). Both are very strong in Why, how and what, but Fiat is slightly above. This is also the case in storytelling and storymaking, two elements that the Italian brand exploits just a little better. VW and especially Audi place less emphasis on branding: should we see here a certain German coldness that opposes the Latin nature?
Our advice for the automotive industry: rethink a social strategy that aims at the commitment to strengthen the digital dimension. In addition, this approach can allow brands to reconnect with their audience, in order to better understand their expectations.