Good times should continue to roll for the U.S. auto market, especially in the luxury segment, into the foreseeable future, according to "2012
Special Report: Luxury Automotive Outlook," a new study released by Forbes Insights that relies on forward-looking consumer data provided by
BIGinsight, a consumer insight resource based in Worthington, Ohio.
Using a full year's worth of data from BIGinsight, derived from roughly
150,000 consumer interviews conducted in 2011, Forbes Insights has
devised a Luxury Car Buzz Index to rank the leading luxury
automotive brands based on a composite score that measures customer
satisfaction and loyalty, car owners' propensity to recommend their
brand to others, and the effectiveness of marketing efforts in both
traditional and digital media, as well as the impact of digital
word-of-mouth through social media and blogs. The Buzz Index distills
all these factors into a snapshot of luxury brand performance.
The 10 brands ranked in the Luxury Car Buzz Index include Acura, Audi,
BMW, Cadillac, Infiniti, Jaguar, Lexus, Lincoln, Mercedes-Benz and
Volvo. Some highlights:
¢ BMW topped the overall score, which seems fitting in light of 2011
sales that made it the best-selling luxury brand in the U.S.
¢ Lexus came in second despite a difficult year due largely to supply
problems that resulted from natural disasters in Japan. This reflects
strong loyalty among its customers, who recommend the brand to others
with particular enthusiasm. Lexus won in the Brand Satisfaction category
(in a photo-finish with second-place Volvo), and it won easily in the
Personal Promotion category.
¢ Audi won the Digital Media category (with BMW a close second), and is
generating the most social media buzz.
¢ BMW boasts the most effective marketing in the Traditional Media
category.
Data from BIGinsight paints a detailed picture of how consumers regard
these brands right now, as well as what those consumers intend to do”and
buy”over the next six months. To shed light on the strategic direction
of these brands and the future of the luxury car market, Forbes Insights
interviewed chief marketers and general managers.
Executives interviewed for the study include Steve Cannon, president and
CEO of Mercedes-Benz USA; Ludwig Willisch, president and CEO of BMW
North America; Mark Templin, group vice president and general manager of
Lexus USA; Scott Keogh, chief marketing officer, Audi of America; Don
Butler, vice president of marketing for Cadillac; C.J. O'Donnell, group
marketing manager, Lincoln; Vicki Poponi, assistant vice president of
product planning for Honda and Acura USA; and Steve Shannon, vice
president of marketing for Hyundai Motor America.
"Forbes Insights and BIGinsight have partnered to create a unique and
forward-looking report on the luxury auto business that presents
actionable information for anyone involved in the luxury automotive
business," said Bruce Rogers, Forbes' Chief Insights Officer.
