Automotive

Scion Music Measures

Scion has always been somewhat of an experimental brand, from marketing tactics to product design.  Music continues to play a lead role in Scion’s strategy: In July, Pandora and Scion announced that Pandora’s service would be offered in the Scion xB and tC.   And Scion recently announced it was going to effectively become an indie music label, with the Scion AV project (see scionav.com). However, Jack Hollis, Scion senior vice

Big 3 Reverse Cross-Shop: Headway!

Image from: ArchMan/Shutterstock For years, the so-called import nameplates gained market share by attracting domestic brand shoppers.  Many in the industry feel that with stable Big 3 finances and better products the reverse is now happening: import shoppers are increasing the extent to which they cross-shop Big 3 products.  To investigate, Compete analyzed reverse cross-shop rank for Ford, Chevrolet, and Dodge over time.  Reverse cross-shop measures the prominence of a

Toyota Will Struggle to Regain Marketshare: Compete Analyst on CNBC

Lincoln Merrihew, Managing Director of Automotive and Travel at Compete, was featured last night on CNBC’s Earnings Central segment on Toyota. Toyota released their quarterly numbers yesterday and due to natural disasters and the yen, there are worries that Toyota’s financial forecast may be in the red. Take a look at what Lincoln has to say about Toyota’s current state due to overwhelming circumstances, it’s marketshare, it’s competition, and how

Kia 2012 Targets: Can They Walk The Walk?

Last week, Kia Vice Chairman Hank Lee stated that Kia US sales will surpass 500,000 units in 2012.  Lee’s aggressive forecast is based partly on Kia’s 37% 2011 YTD sales growth, with about 470,000 expected for the full year.  To help facilitate the sales increase, Kia will increase the number of U.S. dealerships from 760 to 800 in addition to replacing poor-performing ones.  Kia will also increase production and inventory,

Ridgeline at Risk?

Recently several automotive publications have hinted that Honda may soon discontinue its innovative Ridgeline mid-size pickup.  Dodge just discontinued its like-sized Dakota.  Honda says it has no official plans to do so and just added some minor tweaks to the 2012 model.  Compete prepared a quick look at Ridgeline to inform Honda’s thought processes.  The analysis leverages Compete’s proprietary in-market automotive shopper metrics, which are based on unique consumers (i.e.,

Chrysler Pre and Post-Bankruptcy Analysis

Last week, former Chrysler CEO Bob Nardeli made a statement that the Obama administration didn’t need to give control of Chrysler to Fiat SpA in order to save it in 2009, only to back off it days later.  While we will never know what the condition of Chrysler would be today if Cerberus Capital Management LP was still in charge, we can examine how consumer demand for Chrysler, Dodge, and

2012 Honda Civic Pre- and Post-Launch Analysis

In June, Honda launched the 2012 Honda Civic after postponing the original launch due to quake-related supply shortages.  The launch was much-anticipated as six years had elapsed since the last redesign, and only three months since the devastating Japan earthquake and tsunami that significantly disrupted production.  But the segment has evolved significantly in six years, driven by the Elantra, Focus, and Cruze.  Given the importance of the Civic to the

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