Tracker - Wave 4
December 5th, 2024
Introduction
Welcome to the latest OEM Brand Tracker.
Four hundred fleet managers were interviewed during Q3 2024 on their perceptions of car and brands in the UK.
The survey was conducted online with a duration of twenty minutes and the audience was segmented into three categories by fleet size, sub 25 vehicles, 26-99 and 100 plus.
The survey measures 28 KPIs across 28 brands.
The report structure remains consistent with previous research waves, with the following changes made:
1. Two brands were added to the survey, with BYD and Genesis included.
2. New additions to the Brand Tracker include, increased insight on brand consideration opportunity through our customer journey progression KPIs and brand growth indicator. Advertising recall metrics, and most useful website.
How to use this dashboard
The survey results are shown in a consistent format of four dashboards, one for section, Brand Health, Communications, Brand Appeal and EV Power.
Eash dashboard showcases the overall section score supported by the brand ranking vs. 28 brands.
The dashboard showcases the KPIs that contribute to the brand score, displayed directly below.
The dashboard also incorporates related insights that reinforce the brand position, for example on Brand Health, the growth position and ad recall KPIs are displayed.
Please see the full slide-deck includes the executive summary and league table on all KPIs.
Ian Richardson
Managing Director
360 Media Group Ltd
October 2024
Brand Health Dashboard
Hyundai’s Brand Health Score is 31.7%, ranked 10/28, and +2.8% above the benchmark.
8.7% of fleets expect to place the most orders with the brand in the next 12 months, ranked 10/28. Advertising recall is ranked 8/28.
Rank 10/28
Rank 9/28 Brand on the fleet choice list Brand Awareness Score
The score is the combined brand awareness, presence on choice list, consideration and loyalty KPIs, divided by 4.
Brand position for most orders per fleetRank 10/28
Advertising Recall
Brands - last 3 months Rank 8/28
Brand Communications Dashboard
Hyundai’s Brand Health score is 14.9%, ranked 11/28, -0.9% below the market benchmark. Of those fleets considering Hyundai, 89% are active in the customer journey, ranking 14/28. The website is ranked 14/28 for usefulness.
Brand Communications Score
Sample 409 car fleets
Fieldwork conducted September 2024
The score is the combined communications received, interacted and engaged KPIs, divided by 3.
Most useful website
Rank 14/28
Customer Journey - % of Active Fleets
Rank 14/28
Car Brand Appeal Score and Brand Attributes
Hyundai ranks 10th out of 28 brands for overall Brand Appeal score @77%.
The three highest scoring brand attributes contributing to Hyundai’s brand appeal score are Trust, Reliability, and Value. Prioritising messaging on Car model range, Reputation, and Dealer network is key to transforming fleet buyers' perceptions.
Brand Appeal Score - top 50% brands
EV Power Score and EV Brand Attributes
Hyundai ranks 11th out of 28 with an overall EV Power score of 73%.
Seven KPIs contribute to the score, with the three highest scoring attributes contributing to the EV Power Score are Confidence in brand, Charging solutions and Model range. Prioritising messaging on Total Cost of Ownership and Demonstrator Programme are key to increasing the overall EV brand perception.
Sample 409 car fleets
