Fiat Shifting into (J-)Lo Gear
Fiat USA is leveraging Jennifer Lopez and her ever-expanding brand reach to support the continued launch of the Fiat 500. Compete investigated the extent to which the Fiat / J-Lo partnership has the potential to be mutually beneficial. How’s Fiat Doing? The Jennifer Lopez ads for Fiat launched in earnest in September. Results for Fiat’s US site through August suggest her primary job will be maintaining momentum rather than building
Chrysler 200 Post Launch
The Chrysler 200 was one of several recently-launched models designed to highlight the rebirth of Chrysler. Its advertisements featured Detroit musician Eminem, and have won several awards. In October 2010, we set some general measures one might use to gauge the 200’s early success based on the then-current results for Sebring (200’s predecessor) vs. key rivals Accord, Sonata, Camry, and Fusion. Now nearly a year later, we’re checking back in.
2012 Toyota Camry Baseline and Targets
On August 23rd, Toyota launched the 2012 Toyota Camry. The launch is important to Toyota as since 2007 Camry has accounted for 1 in 5 Toyota US sales, and for many years was the best-selling car in the US. Since the last Camry launch, Toyota has faced a multi-million vehicle recall and the devastating Japan earthquake and tsunami that significantly disrupted production. Furthermore, segment competition has evolved significantly since Camry’s
Danica Patrick Drives Fans (and Brands) Wild
NASCAR and IndyCar fans haven’t always spoken the same language. According to our data, however, one person is opening doors to both sides – and as a result their brand awareness is getting closer together: Danica Patrick. May marked the midway point of the NASCAR Nationwide Series season and IndyCar ran its marquee event, the Indianapolis 500. With those events driving higher interest, the most logical place to quantify what
Scion Seeks Soul and Souls
The Scion brand was among the first “alternative” automotive youth brands in the US. Highest-ever monthly sales were 19,252 units in August 2006, but Scion may have lost its soul since. In 2010 (before any earthquake-related shortages), sales averaged 3,800 units a month. Compete assessed key drivers of Scion sales (shoppers and conversion) to help reveal the drivers of Scion’s off-pace results, and fielded a survey on consumer perceptions of
Leaf and Volt—Are Shoppers Charged?
The Nissan Leaf and Chevrolet Volt are arguably the market darlings for vehicles powered primarily by electricity (Leaf is all electric; Volt has electric motors with gasoline power as an augment). While not expected to be volume vehicles in the early years, each is important to the market overall and to their parent brands. To assess their success to date, Compete quantified each model’s in-market shopper volume over time. As
Rebels with a Cause
Motorcycles are commonly associated with rebellion. But instead of standing up to “The Man,” our data suggest that this year, consumers may be rebelling against “The Pump.” The national average price for gas has increased by nearly a dollar since the beginning of 2011 and reached the second-highest price ever in April. At the same time, searches involving “motorcycles” and visits to their manufacturers’ sites have risen dramatically. The rebels
Chevrolet Volt vs. Toyota Prius – Let the Pedal Hit the Metal
Recently, Toyota announced that it sold its one millionth Prius. Quite an accomplishment for a first of its kind vehicle that was, in many ways, ahead of its time. It was the first and only true gas/electric hybrid when it launched and was able to carve out a niche among environmentally conscious buyers as well as those concerned about fuel economy. The Honda Insight was its first real hybrid rival
Touchdown for Big Game Automotive Ads?
The Big Game arrived with great fanfare. And once again many brands touted that they were players in the Big Game ad arena. In 2011, many of those brands were automakers. Compete compared un-aided ad recollection with changes in in-market automotive shopper behavior to inform whether these ads are worth the effort—and help drive sales. First Down: Recollection Compete asked about 700 online consumers which auto brand first came to find when
Murano Breaking New Ground
Nissan recently announced it will be adding an innovative bodystyle to its Murano line-up: a two-door soft-top it calls the CrossCabrio. It will retain the Murano’s drivetrain, including all-wheel-drive availability so potentially a vehicle for all seasons. Compete used a combination of survey and clickstream to determine some early consumer perceptions of the vehicle and the environment in which it will play. Styling Sends a Message Murano styling has always been unique
Identity Crisis 2011: Automotive Re-branding During the Big Game
Each year, three product categories seem to garner a larger share of the Big Game’s vaunted ad time; Beer, Snacks and Cars. 2011 was no different for automakers, as ten brands chimed in with a total of nineteen ads, and each spent about $100,000 per second to do so. Identity was the name of the game this time around, with several brands presenting either a reinforcement or complete change of