Everyone Loves Cars...But Which Ones?

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Which car brands lead in emotional horsepower? BrainJuicer's System 1 Brand Tracking study in Germany reveals the strongest car brands and why emotion (not reason) is the strongest driver in the consumer decision-making process.

Marketing

Human behaviour is driven by
two decision-making Systems:
Human behaviour is driven by
two decision-making Systems: 1 + 2

“We are not
thinking machines
that feel – we are
feeling machines
that think”
“We are not
thinking machines
that feel – we are
feeling machines
that think”

Logical
Slow
Rule based
Tiring
Considered
Intuitive
Fast
Emotional
Effortless
Automatic
System 2System 2 System 1System 1

98
96
96
95
93
91
91
90
90
89
88
95
VW
BMW
Mercedes
Opel
Ford
Peugeot
Nissan
Mazda
Mini
Hyundai
Kia
Dacia
% of respondents
Which of the following brands are you aware of? Please tell us if you or your household owns a car of one
of the following brands.
27
13
12
12
5
5
4
3
3
3
2
9
VW
Opel
BMW
Ford
Mercedes
Hyundai
Peugeot
Kia
Nissan
Mazda
Dacia
Mini
% of respondents

7 11 7
16 13
5
14
8 6
2
7 10
58
54
52 31
26
27
15
20
18
20 13
13
27 27
31
43
44
53 61 63 67
63 63 57
2 1
1
5 4
2 1
2
3
2
1 1 1
2
1
1 1 1
1 1
4
3 3 2
6 6
10
2 4 4 6 7 8
3 4 5 6 7 6
1.68 1.67 1.63 1.28 1.17 0.99 0.81 0.75 0.70 0.78 0.75 0.92
2 1 4 4 3
VW (251) BMW
(250)
Mercedes
(250)
Mini (248) Opel
(251)
Ford (251) Hyundai
(247)
Mazda
(251)
Nissan
(250)
Peugeot
(251)
Kia (251) Dacia
(249)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
76,4 76,2 73,8 67,8 62,9 62,6 62,4 61,8 60,7 59,3 57,4 57,1 EiA™ Score

For full results and/or to learn moreFor full results and/or to learn more
about BrainJuicer’s System 1 Tracking,about BrainJuicer’s System 1 Tracking,
contact us at enquiries@brainjuicer.com.contact us at enquiries@brainjuicer.com.
GET IN TOUCHGET IN TOUCH
Visit us online at www.brainjuicer.com.Visit us online at www.brainjuicer.com.

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Everyone Loves Cars...But Which Ones?

1. Everyone Loves CarsEveryone Loves Cars…But Which Ones?…But Which Ones? System 1 Brand Health Tracking – Feb. 2015System 1 Brand Health Tracking – Feb. 2015

3. Our Approach To…Our Approach To… System 1 Brand Health TrackingSystem 1 Brand Health Tracking

4. Human behaviour is driven by two decision-making Systems: Human behaviour is driven by two decision-making Systems: 1 + 2

5. “We are not thinking machines that feel – we are feeling machines that think” “We are not thinking machines that feel – we are feeling machines that think”

6. Logical Slow Rule based Tiring Considered Intuitive Fast Emotional Effortless Automatic System 2System 2 System 1System 1

9. What 3 things come to your mind when you think about [brand]? Simple and easy to use Easy to understand26 36 The opportunity to give real opinions Good fun to do20 25 Less manipulative than most They help make a difference and are good fun 13 13 Interesting and informative Interesting11 12 They are about interesting products Very topical and informative10 10 (Sample: 1373 x All)%

10. [LOGO] High Quality

11. Findings SummaryFindings Summary

12. 3 4 4 4 2 2 2 2 2 2 2 2

13.

14. Results OverviewResults Overview

15. 72 78 40 63 Emotion-into-Action™ Score

16.

17. 98 96 96 95 93 91 91 90 90 89 88 95 VW BMW Mercedes Opel Ford Peugeot Nissan Mazda Mini Hyundai Kia Dacia % of respondents Which of the following brands are you aware of? Please tell us if you or your household owns a car of one of the following brands. 27 13 12 12 5 5 4 3 3 3 2 9 VW Opel BMW Ford Mercedes Hyundai Peugeot Kia Nissan Mazda Dacia Mini % of respondents

18. 7 11 7 16 13 5 14 8 6 2 7 10 58 54 52 31 26 27 15 20 18 20 13 13 27 27 31 43 44 53 61 63 67 63 63 57 2 1 1 5 4 2 1 2 3 2 1 1 1 2 1 1 1 1 1 1 4 3 3 2 6 6 10 2 4 4 6 7 8 3 4 5 6 7 6 1.68 1.67 1.63 1.28 1.17 0.99 0.81 0.75 0.70 0.78 0.75 0.92 2 1 4 4 3 VW (251) BMW (250) Mercedes (250) Mini (248) Opel (251) Ford (251) Hyundai (247) Mazda (251) Nissan (250) Peugeot (251) Kia (251) Dacia (249) %ofrespondents Contempt Disgust Anger Fear Sadness Neutral Happiness Surprise Intensity Score measured on a scale from 0 to +3 76,4 76,2 73,8 67,8 62,9 62,6 62,4 61,8 60,7 59,3 57,4 57,1 EiA™ Score

19. % Agreeing under time pressure -2E +26 4 Different Distinctive Famous brand Trustworthy brand Reliable High Quality Technologically advanced Sporty Attractive design Luxurious Good value for money Good fuel economy Environmentally friendly City car Test average VW (251) BMW (249) Mercedes (250) Mini (248) 4 3

20. % Agreeing under time pressure -2E +25 6 Different Distinctive Famous brand Trustworthy brand Reliable High Quality Technologically advanced Sporty Attractive design Luxurious Good value for money Good fuel economy Environmentally friendly City car Test average Opel (251) Ford (251) Hyundai (247) Mazda (251) Nissan (250) Peugeot (251) Kia (250) Dacia (249) 2

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