Tuesday, January 29, 2013 by
As Toyota announced it has regained the global sales crown
, it makes me think of how the
Japanese OEM has wasted its chances in the world's fourth
largest market. Not everyone is aware that Toyota opened its first
factory outside of Japan within Brazil in 1959, a plant that is
currently used to produce parts. For decades, the Brazilian market
was closed to imports and Toyota only produced a version of
its Land Cruiser. It was a great product for rural areas, but
Toyota was far behind its...Read...
Wednesday, January 9, 2013 by
South America is a very diverse continent. Brazil, its main
country, forbids diesel passenger cars and speaks Portuguese, but
is surrounded by Spanish speaking countries. French Guiana still
belongs to France, something not very common nowadays. Consumer
behavior is also different: Toyota, for example, is the market
leader in Peru and has a higher share in the countries closer to
the Pacific Ocean, while customer loyalty in Brazil and Argentina
goes toward brands from Europe and the United...Read...
Monday, September 17, 2012 by
At this point in automotive history, nobody denies the importance
of Hyundai. According to Polk data, the Korean OEM produced almost
3 million light vehicles worldwide in 2003 and we forecast that its
output will reach 8.3 million in 2016. That's a growth of 183%,
while on the other hand, GM's production is rather stable during
the same period. Part of this growth will come from a brand new
factory in Brazil. With an investment of $600 million, Hyundai will
start producing a hatchback on... Read...
Tuesday, September 11, 2012 by
There is a lot of buzz about the Audi plant that will be built in
San José Chiapa, Mexico. The press refers to it as "Audi's first
car plant in the Americas," but this is not correct. Audi produced
the A3 in São José dos Pinhais, Brazil between 1999 and 2006, in a
factory now totally owned by Audi's parent company, Volkswagen.
Golf (still in its fourth generation), Fox and SpaceFox are
produced there. It was a joint venture between Audi and Volkswagen
– Audi had 25% of the factory.The A3...
Wednesday, August 15, 2012 by
It is a presidential election year, which is creating a flood of
advertisements along with politicians pounding on podiums to
convince voters they are the best candidate for the job.
Politicians present their plans to turn the United States economy
around and create jobs. Both parties discuss plans to invest in
small companies and sexy high tech companies such as Facebook, and
mobile devices including phones and tablets. Too often,
they fail to discuss plans to attract and retain...
Friday, August 3, 2012 by
As the July sales numbers were released, Ford and GM made the
headlines for their drop, while Chrysler still enjoys its momentum.
But Ford’s challenges are not only in the U.S. – and I am not
talking about Europe. In Brazil, where the market enjoyed a 22%
growth in July, Ford sold 12% less light vehicles compared to June.
Its monthly market share slumped to 8.44% from 9.90% in the
previous month. Ford, the first OEM to be established in Brazil
(1919), has always faced challenges in Latin... Read...
Monday, June 25, 2012 by
Polk has just finished updating its light vehicle sales and
production forecast, which is made four times a year. For the South
American market, the numbers are not as positive as one would
expect for emerging countries. We've reduced the sales forecast by
2% for 2012, 3% for next year and 5% for 2014. Regarding
production, the forecast was reduced by 3.4%, 2.9% and 1.6% for
those same years. The main cause of these reductions is the
Brazilian market, which represented 67.3% of the total...
Tuesday, June 5, 2012 by
The Venetian Resort in Las Vegas served as host to the 3AF (Asian
American Advertising Federation) The 2012 Annual Asian Marketing
Summit on May 16-17. The goal of the annual summit was to share
marketing best practices and celebrate the leaders in Asian
marketing. With Asian Americans representing one out of every 20
new vehicles purchased in the U.S., it's easy to see why automotive
market leaders including Toyota, Honda and Nissan were well
represented at the conference.
Wednesday, April 4, 2012 by
One of the byproducts of the recent collapse of the automotive
industry has been a renewed and some might say "zealous" focus on
keeping customers loyal to the brand. There is nothing like a
near-death experience that some car manufacturers experienced to
shake up any complacency and force a reordering of priorities. And
what has risen to the top of the list for almost all OEMs is the
question of, "How do we do a better job of keeping our customers
loyal – and what causes customers to be...
Wednesday, March 28, 2012 by
An analysis of new vehicle buyers shows that their average age was
51 years old in 2011, three years older than buyers in 2007. In
2011, 40% of all buyers were aged 55 years or older, up from about
30% just four years earlier. And, in keeping with much commentary
about today’s youth, in 2011, only 11% of all new vehicle buyers
were aged 34 years or younger, down from almost 16% four years
earlier. Perhaps today’s young people indeed do have less interest
in cars or perhaps they don’t have the...R...
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...
Friday, February 10, 2012 by
One could hardly argue that oil has provided America, and the
world, an increased quality of life for roughly a century. In the
same breath, that statement can be turned around in admittance that
obtaining and controlling this finite resource has caused an issue
or two between the covetous nations. Administrations and
environmental activists alike have accusatorily pointed toward
major consumers of the substance as profiteers, when attempting to
make a point for political or social reasons....Rea...
Monday, January 30, 2012 by
There is no denying the fact that the internet has changed the
shopping process for consumers as they're influenced by online
search, display advertising, social media and online reviews to
more easily make buying decisions about the brands, companies and
products they want to purchase. This has always been the case in
the automotive world; people often went to the library to pick up
an issue of Consumer Reports to check out what kind of car they
should buy before schlepping to multiple...Read...
Wednesday, January 25, 2012 by
NHTSA wrapped up their Connected Vehicle Safety Pilot Program
California this month, concluding a five month, six
city consumer research initiative that assessed driver
acceptance of connected vehicle technology. The drivers
response to the new connected vehicle technology has been
well-received according to Ray Resendes from the U.S. Department of
Transportation, who also attended the Summit on the State
of the Connected Vehicle hosted by the Connected
Vehicle Trade Association
Wednesday, January 25, 2012 by
Dependence on foreign oil, increasing fuel costs and concerns for
the environment have forced OEMs to develop solutions to improve
the efficiency of new vehicles and their response could be seen at
the North American International Auto Show which was held in
Detroit from January 9 - January 22, 2012. For those consumers
wishing to stick with gasoline engines, Mazda's Skyactiv technology
is something worth considering. Skyactiv is the combination of an
efficient high compression gasoline engine,...
Tuesday, November 29, 2011 by
Social Media is the place to be for any business these days. It
provides a direct engagement channel with the consumer that was
never possible. Companies are trying hard to attract more and more
people to 'Like' their pages. On the other hand, it has also
empowered the consumer to have a direct say and play a vital role
in shaping the future of a company and their products. A recent
Ipsos report states that 60% of all Canadians are online and half
of Canadians are registered on social...
Thursday, November 10, 2011 by
As the Head of Diversity & Inclusion for Polk, my peers
and I often discuss multicultural marketing, primarily focusing on
the growing importance of effectively reaching
the African American (AA), Asian (AS) and Hispanic (HS) ethnic
groups with relevant, automotive-related messaging. In the process,
the non-AA, AS & HS community is often referred to as the
"General Market." After doing some research, I found the General
Market to be as culturally rich and diverse as the aforementioned
Wednesday, September 28, 2011 by
Throughout September, I had the privilege to lead Day 2 of the Polk
Automotive Connections Summit 2011, titled, "Connecting Brands and
Audiences across Multiple Channels." The conference was well
attended and so far, feedback has been very positive. Despite the
diverse audience in three different locations (Long Beach, CA,
Southfield, MI and Park Ridge, NJ), I observed several recurring
themes about the challenges we are facing in today's automotive
digital marketing landscape.
- Technology is...
Tuesday, August 30, 2011 by
To help automotive customers gain insight into the impact diverse
market customers (African American, Asian and Hispanic) are
having on the U.S. light vehicle industry, this is the third
installment in a series of blogs focused on the Top 10 U.S. markets
based on volume year-to-date (YTD) through June 2011. The focus of
this blog is the Los Angeles market, also known as the "City of
Angels" or simply put "LA."This market could also be referred to as
"Home of Asian OEMs," with nine of the 12...
Monday, August 29, 2011 by
In his latest book, Car Guys vs. Bean Counters, Bob Lutz criticizes
the luxury brands' efforts to be number one in sales: "This had
always seemed oxymoronic to me: how can any product or service be
simultaneously 'aspirational and exclusive' while also 'most
popular in its class' and 'near-ubiquitous?'" Lutz then says,
"Best-selling Exclusive Brand" is a phrase akin to "World's Tallest
Midget."*This is not the first time this strategy has been
criticized. Yet, the luxury-make management teams...R...