The Planning Edge's 2002 Branding Study

FARMINGTON HILLS, Mich., Nov. 19, 2002; -- According to The Planning Edge's 2002 Supplier Branding Study® the integration of interior features, entertainment systems and advanced electronics, as well as people's increased sensitivity to safety systems are driving expanded consumer interest in branded automotive components. Because of electronics integration and branding related issues, TPE predicts that the number of alliances between suppliers of products such as speakers, stereos, rear seat entertainment systems and navigations systems will increase dramatically over the next few years.

The 2002 SBS® included almost 4,000 participants representing ten vehicle segments (four car and six truck). The study featured eight analyzed component areas:

Speakers Stereos Rear Seat Entertainment Systems Navigation Systems Telematic Service Providers Anti-lock Brakes Security Systems Tires A few of the interesting findings that emerged from the study included:

People place a lot of value in brands like Bose, Panasonic, Pioneer, Sony, Toshiba, OnStar, Bosch, Motorola, Michelin, Goodyear and Pirelli. Tires posted the highest brand importance and influence scores in the study. Within tires there was a large age gap differential between the three leading brands: Michelin, Goodyear and Pirelli. Goodyear and Pirelli posted significantly higher favorable scores among participants 20 - 29 years old than any of the other tested age groups. Mini SUV owners have blossomed into strong believers in the component branding concept. This segment is essentially made up of the various Crossover Vehicle segments. Crossover Vehicles are the hottest products in the marketplace, which makes this move a very exciting revelation. TPE has already integrated the company's SBS databases with its syndicated Crossover Vehicle databases, to develop some exceptionally interesting and forward looking conclusions. The 2002 SBS® also includes an expansive section, which discusses the component brand preferences of owners of 30 different vehicle makes (including BMW, Dodge, Chevrolet, Lincoln, Toyota, Acura, Nissan, Hyundai, Kia, Suzuki, VW, etc.).

The Planning Edge is an analysis and consulting firm located in Farmington Hills, Michigan. The organization specializes in automotive related work with a strong emphasis on proprietary projects that focus on automotive branding and segmentation, new system technologies, advanced business practices and consumer attitudes.

Make Your Opinion Count - Click Here