Thursday, June 6, 2013 by
It's not always about who has the largest market share or the
broadest product line. Sometimes repeat sales for OEMs and dealers
are fruitful when you're a small player, too. Yesterday, Polk
issued a press release of customer loyalty on automakers who beat
the industry average by looking at first quarter results.
What did we find?
- Thirteen brands exceeded the average industry increase for make
loyalty when we compared buyer behavior from Q1 2012 and Q1 2013.
The first three months of the...
Thursday, January 17, 2013 by
For the U.S. automotive industry, superior customer loyalty was
recognized this week. I had the pleasure of watching our customers
receive the annual Polk Automotive Loyalty Awards
in Detroit as
part of the overall activities surrounding the 2013 NAIAS (North
American International Auto Show). It's a great feeling knowing
OEMs and their dealer networks are working like crazy to make the
buying and vehicle ownership experience richer, truer and highly
relevant for their customers. As in past... Re...
Thursday, January 3, 2013 by
Many of you may be returning to work this week after an extended
vacation around the holiday season. Welcome back! I'll keep this
blog short and informative. It's 2013 and the world didn't end last
month as the Mayans
(supposedly) predicted. Given this, we
can officially remove Mayan prognosticators from the category of a
legitimate forecasting entity. However, Polk has a few predictions.
They go something like this:
- New auto sales for 2013 will jump 6.6 percent over last year. Our
Wednesday, December 19, 2012 by
I rely on some form of a "mileage countdown" system when tracking
the time to change the oil in my car. Whether it's an electronic
display on my dashboard or a sticker in the upper lefthand corner
of my windshield, I'm regularly comparing my current mileage
against the target that commands a visit to my local lube/oil shop.
Unfortunately, it's kind of like waiting for your alarm clock to
hit the magical point when the buzzer goes off early in the
morning. You know it's coming, but you really...Re...
Monday, December 17, 2012 by
As someone who works in the auto industry, knowing how long
Amercians hold onto their car or truck gives me a sense of what
future sales demand may look like--"demand" in terms of selling
replacement parts and service as well as understanding factors that
impact new vehicle sales. We're all looking for "demand signals,"
right? Polk's research shows that as of the second quarter of 2012,
the average number of months that both new and used vehicle owners
hold onto their vehicles is climbing....
Monday, December 10, 2012 by
Welcome to a series of blog posts about the global automotive
market based on a paper that I recently worked on with a set of
colleagues that discusses important strategic questions for
automotive business planners. For those of you interested in
the BRIC countries (Brazil, Russia, India and China), this
blog focuses on the question, "Will BRIC countries continue to
drive organic growth in the automotive industry?" Answer: Yes! Why?
Of the 38 percent jump Polk expects to see for global light...
Monday, August 6, 2012 by
My global colleagues just prepared a brief analysis
of the car market in Japan.
While 2012 is certainly better than last year's struggle, the
outlook for 2013 and beyond will be an uphill climb. For you
crystal-ball gazers, here are four automotive forecast views that
Polk has about the Japanese auto market:
- In 2011, Japan sold 3.5 million new cars and for comparison's
sake, during the first half of 2012, new car sales rose by 57
percent compared to the first half of 2011.
- For the full-year...
Friday, May 18, 2012 by
has a big day today. I imagine many
employees will thoroughly enjoy their happy hour after they leave
their offices in Menlo Park and other locations. Mark
Zuckerberg...he's going to certainly relish his ringing of the
NASDAQ bell in New York. Third largest IPO many analysts say.
Crazy. Auto folks - you're watching, right? Of course you are. New
media has been emerging and in the eyes of the business community,
and consumer sector, Facebook appears to have something to offer.
Tuesday, February 21, 2012 by
Americans continue to hold on to their cars and trucks longer than
ever before. Nearly six years (71 months) among new vehicle owners
is the latest trend. New Polk consumer research
shows the opportunities for
professionals managing OEM aftersales and the automotive
aftermarket operations should have a lot to look forward to given
this trend. It's about parts and service business, folks. Two years
ago, I posted a blog
on the same behavior and when we started
to see a real incline in the...
Monday, December 19, 2011 by
If you appreciate automotive marketing that blends mild humor while
showcasing product performance, you'll enjoy this
from Hyundai. The main point of their message? A
rear-wheel drive Genesis can "drift" like no other car! Another
clip featuring the same driver, Rhys Millen, shows him conquering
with the Red Bull Hyundai Genesis RM580 in order to
demonstrate this similar feat on a treacherous stretch of mountain
road. // So is the Hyundai brand "drifting" in a slow and...
Monday, August 8, 2011 by
A lot of what we do for our clients is about helping them measure,
coach and improve customer loyalty. Over the last three years, we
have seen an incredible level of interest among our OEM clients to
try to aggressively help their dealers succeed in this area. Dealer
loyalty is an objective rivaling, yet complementing, customer
satisfaction scores. It's a big deal if a retail operation is
successfully, with hard science to back it, bringing owners back to
their store. And OEMs want them to...Read...
Thursday, August 4, 2011 by
My eldest son is nearly 17 years old and we are looking for a used
car for him to drive. It's summer, he's out of school right now,
and he's savvy with online shopping sites and tends to have a
strong opinion of what he wants to be seen driving. So I asked him
to invest the time to start preparing a short list of vehicles he'd
like to own (he tends to likes SUVs). Last week I gave him an
assignment: find a used vehicle under our agreed upon price point,
located within 75 miles of our home and...R...
Thursday, June 9, 2011 by
Okay, this article
"Analysts Say Americans are Too Fat to Buy Small Cars in Big
is sad and humorous in my view. It's an assessment of
how misaligned OEMs may be with building or selling cars and trucks
for the American population which seems to be growing in personal
girth. While I'm saddened by Americans' obesity statistics that
reveal adverse "growth rates," I have to question the implied
correlation of overweight humans and the dislike for small cars.
One does not trigger the...
Friday, May 20, 2011 by
For those of you who have been in a crash while driving or being a
passenger in an automobile, you'll identify with me. If you will,
allow me to share my thoughts hailing from a personal auto
wreck experience late last month (April 2011).Driving home from
work, literally 5 minutes from the office, I was rear-ended
while sitting at a stop light by a large SUV who simply forgot to
put on the brakes. Wrong place at the wrong time I guess. My
precious Mazda6 is thrown into the intersection and...Read...
Wednesday, March 2, 2011 by
If you haven't heard, the plural of the Toyota Prius is now
. Thus, based off
one popular model, Toyota just added a few more hybrids to its
line-up. So the new Prii monicker got me thinking about
another popular double-'i' term: Nintendo's Wii. Nintendo's latest
video-game system has some interesting comparisons to this hybrid
car. Here's a comparison between the two
products. Warning to reader: this is not based on rigorous
consumer research. Okay, so what else am I missing when
Thursday, February 10, 2011 by
I love it when other professionals support a similar point of view.
Take a look at Liz Glagowski's
on automotive loyalty. Liz, a member of 1to1 Media
was kind enough to
notice our loyalty awards from last month. More importantly, she
takes note of how "loyalty" is NOT only based on repurchase
behavior, despite that's what our awards are primarily based
upon. So Liz, I concur! People need to have a personal
affinity - an emotional link to a brand. And when it comes to cars,
boy do we...
Tuesday, February 8, 2011 by
Do you care if your brakes on your car work really well? It's one
of those basic attributues we expect when buying a vehicle.
Take a look at this 2010 ad for the Mercedes-Benz E Class
. I think it's
a masterpiece in demonstrating the raw benefit of their braking
technology. Automotive marketing works when it triggers emotion and
humor. Nice job to the agency Jung von Matt/Neckar! Posted by
Lonnie Miller, Vice President, Marketing & Industry Analysis,
Polk (02.08.2011) Read More »
Tuesday, February 1, 2011 by
High fuel costs...CAFE standards...an increasing number of small
cars sold in the U.S...you would think pickups, SUVs and their
brethren are a dying breed. I don't think so. Take a look at this
chart. If you are an OEM motivating your dealer network to stock
trucks, SUVs, minivans or full-size vans, well here is your
geographic road map. Nationally, over half of all new retail
registrations fall under the broader "truck" category. By 2015, we
don't expect this proportion to exceed 52% of all...Re...
Friday, January 14, 2011 by
I don't know why it stands out to me, but Toyota's wild spin on trying to make
their Sienna minivan
hip really appealed to me last spring.
Well, this week at the 2011 North American International Auto Show
in Detroit, I saw another execution of automotive marketing for
Toyota. They have a concept version
Sienna. It's nearly 4 feet longer and has a variety of crazy
interior offerings. Some say it adds a little SEMA-feel to the
Detroit show (I agree!). Whatever they say, I think it's...Read...
Thursday, November 18, 2010 by
The Wall Street Journal's review
of the Honda
Odyssey isn't over the top and they basically call it an ugly
minivan. But this puppy sells in its category and has been the
volume leader for at least 5 years. For the first 9 months of this
year, Odyssey registrations were 31% higher than second
place Toyota Sienna and 63% higher than third-ranked Chrysler Town
& Country. While the entire minivan segment has shrunk,
Odyssey's dominance prevails. As the review author, Dan Neil,