1. Study of the image of 34 car brands and more than 100 models Car study 2007: 8th edition

2. For more information, please contact: Tom Meere Consumer Insights Director Synovate Censydiam Grote Steenweg 110 2600 Antwerp Belgium Tel: + 32 3 286 77 00 Tom.Meere@Synovate.com

3. Contents I.Introduction & methodology II.Theoretical framework III.Positioning brands IV.Positioning models V.Information specific to car sector

4. Part I Introduction & methodology

5. N=1862 car owners Web panel Equal distribution of men and women Quota on socio-demographical characteristics: age, sexe and language Methodology

6. Time online questionnaire: 20 minutes (self completion) Contents questionnaire:  Awareness of brands OR models  Perception of brands OR models  Emotional parameters  Functional characteristics  Additional ad hoc questions (hybrid technology, In-car entertainment, purchase intention) Evaluation of 5 known brands or models per respondent Using associative techniques Questionnaire

7. Aggressive Trivial Shy Capable Dumb Simple Elegant Arrogant Energetic Serious Weak Impulsive Young Calm 28 emotional parameters Classy Authoritarian Lively Sweet Masculine Naive Superficial Original Fun Spontaneous Strict Female Characterless Sophisticated Measured associations

8. Audi BMW Chrysler Citroën Chevrolet Fiat Ford Honda Hyundai Alfa Romeo Jeep Lancia Land Rover Mazda Mercedes Mitsubishi Nissan Opel Peugeot KIA Saab Seat Skoda Smart Suzuki Toyota Volkswagen Volvo Renault A3, A4, A6, Q7, A8 1, 3, 5, 7, X3, X5 Grand Voyager, PT Cruiser C1, C2, C3, C4, C5, C8 Xsara Picasso, Berlingo Matiz Panda, Punto, Doblo, Stilo, Seicento Fiesta, Focus, Fusion Focus c-max, S-max, Ka, Mondeo, Galaxy Civic, Jazz, Accord Getz, Matrix, Tucson, Santa-Fe, Atos 147, 159 Grand Cherokee Ypsilon RR Sport, Freelander, Range Rover 2, 3, 5, 6 A-class, B-class, C-class, E-class, S-Class, M-class CLS-class, R-class Colt, Pajero Micra, X-trail Corsa, Astra, Zafira, Vectra, Agila, Meriva, Signum, Combo 207, 307, 407, 607, 807, Partner, 107 1007 Sportage, Picanto 9-3, 9-5 Ibiza, Leon, Altea, Alhambra, Cordoba Fabia, Octavia, Superb ForTwo SX4, Jimny, Grand Vitara, Swift Yaris, Corolla, Avensis Rav-4, LandCruiser, Aygo Prius Polo, Golf, Caddy, Fox Touran, Passat, Sharan, Touareg, Jetta, New Beetle S40, V50, S60, V70, S80, XC90 Twingo, Clio,Mégane, Laguna, Espace, Modus, Kangoo Mini Jaguar X-type The underlined brands/models were not included in 2005 Logan Dacia Lexus IS, RX Porsche Cayenne 35 brands and 135 models Dodge /

9. Chevrolet Fiat Honda Hyundai Lancia Mitsubishi Nissan KIA Nubira, Lacetti, Kalos Idea, Croma FR-V Trajet Musa Grandis Qashqai, Note Rio, Carens, C’eed Models with too few observations

10. Sample description brands

11. Part II Theoretical framework

12. Psychological dimension: “what do I get out of my car for myself?” Social dimension: “what do I show about myself with my car?” Model: 2 dimensions

13. Controlling emotions Social affirmation Indulging emotions Social integration Car = Source of power Source of capability Way of handling the own psyche in a social context Sporty Energetic Aggressive Inconspicuous Weak Characterless Calm Serious Spontaneous Lively Young Simple Small Shy Capable Sophisticated Elegant Masculine Superior Classy Sweet Feminine Friendly Model: fundamental meaning of the car I can "live" and "enjoy" the emotions of driving I want to remain in "control“ of these emotions Car can show my individual success & power Car can help me fit in with others

14. Part III Positioning brands 1. Emotional 2. Functional

15. Part III

16. Social affirmation Indulging emotions Social integration Controlling emotions Strict Aggressive Trivial Shy Capable Dumb Simple Elegant Arrogant Energetic Serious Weak Impulsive Young Calm Classy Authoritarian Lively Sweet Masculine Naive Superficial Original Fun Spontaneous Feminine Characterless Sophisticated VOLKSWAGEN PEUGEOT CITROEN RENAULT OPEL FORD TOYOTA BMW AUDI MERCEDES HYUNDAI VOLVO SKODA SEAT NISSAN FIAT ALFA ROMEO SUZUKI CHEVROLET KIA HONDA MAZDA SAAB MINI MITSUBISHI LAND ROVER LANCIA SMART JAGUAR CHRYSLER PORSCHE LEXUS JEEP DODGE Brand positioning 2007

17. Brand positioning 2007: men vs women Social affirmation Indulging emotions Social integration Controlling emotions VOLKSWAGEN(M) PEUGEOT(M) CITROEN(M) RENAULT(M) OPEL(M) FORD(M) TOYOTA(M) BMW(M) AUDI(M) MERCEDES(M) HYUNDAI(M) VOLVO(M) SKODA(M) SEAT(M) NISSAN(M) FIAT(M) ALFA ROMEO(M) SUZUKI(M) CHEVROLET(M) KIA(M) HONDA(M) MAZDA(M) SAAB(M) MINI(M) MITSUBISHI(M) LAND ROVER(M) LANCIA(M) SMART(M) JAGUAR(M) CHRYSLER(M) PORSCHE(M) LEXUS(M) JEEP(M) DODGE(M) VOLKSWAGEN(V) PEUGEOT(V) CITROEN(V) RENAULT(V) OPEL(V) FORD(V) TOYOTA(V) BMW(V) AUDI(V) MERCEDES(V) HYUNDAI(V) VOLVO(V) SKODA(V) SEAT(V) NISSAN(V) FIAT(V) ALFA ROMEO(V) SUZUKI(V) CHEVROLET(V) KIA(V) HONDA(V) MAZDA(V) SAAB(V) MINI(V) MITSUBISHI(V) LAND ROVER(V) LANCIA(V) SMART(V) JAGUAR(V) CHRYSLER(V) PORSCHE(V) LEXUS(V) JEEP(V) DODGE(V) Brand(V) = position women Brand(M) = position men Aggressive Arrogant Energetic Impulsive Masculine Capable Elegant Ernstig Classy Authoritarian Sophisticated Strict Young Lively Sweet Original Fun Spontaneous Feminine Trivial Shy Dumb Simple Weak Calm Naive Superficial Characterless

18. Brand positioning 2007: DU vs FR Social affirmation Indulging emotions Social integration Controlling emotions DODGE(F) JEEP(F) LEXUS(F) PORSCHE(F) CHRYSLER(F) JAGUAR(F) SMART(F) LANCIA(F) LAND ROVER(F) MITSUBISHI(F) MINI(F) SAAB(F) MAZDA(F) HONDA(F) KIA(F) CHEVROLET(F) SUZUKI(F) ALFA ROMEO(F) FIAT(F) NISSAN(F) SEAT(F) SKODA(F) VOLVO(F) HYUNDAI(F) MERCEDES(F) AUDI(F) BMW(F) TOYOTA(F) FORD(F) OPEL(F) RENAULT(F) CITROEN(F) PEUGEOT(F) VOLKSWAGEN(F) DODGE(N) JEEP(N) LEXUS(N) PORSCHE(N) CHRYSLER(N) JAGUAR(N) SMART(N) LANCIA(N) LAND ROVER(N) MITSUBISHI(N) MINI(N) SAAB(N) MAZDA(N) HONDA(N) KIA(N) CHEVROLET(N) SUZUKI(N) ALFA ROMEO(N) FIAT(N) NISSAN(N) SEAT(N) SKODA(N) VOLVO(N) HYUNDAI(N) MERCEDES(N) AUDI(N) BMW(N) TOYOTA(N) FORD(N) OPEL(N) RENAULT(N) CITROEN(N) PEUGEOT(N) VOLKSWAGEN(N) Aggressive Trivial Shy Capable Dumb Simple Elegant Arrogant Energetic Serious Weak Impulsive Young Calm Classy Authoritarian Lively Sweet Masculine Naive Superficial Original Fun Spontaneous Feminine Characterless Sophisticated Brand(N) = position Dutch speaking Brand(F) = position French speaking

19. VOLKSWAGEN PEUGEOT CITROEN RENAULT OPEL FORD TOYOTA BMW AUDI MERCEDES HYUNDAI VOLVO SKODA SEAT NISSAN FIAT ALFA ROMEO SUZUKI CHEVROLET KIA HONDA MAZDA SAAB MINI MITSUBISHI LAND ROVER LANCIA SMART JAGUAR CHRYSLER PORSCHE LEXUS JEEP DODGE Alfa.Romeo (05) Bmw (05) Jeep (05) Land.Rover (05) Chevrolet (05) Audi (05) Chrysler (05) Jaguar (05) Mercedes (05) Saab (05) Mini (05) Smart (05) Citroën (05) Fiat (05) Ford (05) Honda (05) Hyundai (05) Kia (05) Lancia (05) Mazda (05) Mitsubishi (05) Nissan (05) Opel (05) Renault (05) Seat (05) Skoda (05) Suzuki (05) Toyota (05) Volkswagen (05) Direction of movements 2005 vs 2007 Brand = position in 2007 Brand05 = position in 2005 Social affirmation Indulging emotions Social integration Controlling emotions Evolution brands 2005 - 2007 Peugeot (05)

20. Young Fun VOLKSWAGEN PEUGEOT CITROEN RENAULT OPEL FORD TOYOTA BMW AUDI MERCEDES HYUNDAI VOLVO SKODA SEAT NISSAN FIAT ALFA ROMEO SUZUKI CHEVROLET KIA HONDA MAZDA SAAB MINI MITSUBISHI LAND ROVER LANCIA SMART JAGUAR CHRYSLER PORSCHE LEXUS JEEP DODGE 5.0 6.1 6.9 6.1 6.3 6.5 7.1 6.3 5.8 6.1 7.1 7.4 6.7 6.4 6.6 6.8 6.9 6.8 4.6 5.8 5.9 5.1 6.1 6.4 6.1 5.2 6.0 4.8 4.0 4.8 5.6 5.1 4.9 5.9 Social affirmation Indulging emotions Social integration Controlling emotions Brand positioning 2007: appeal value

21. Average: 6.0 Appeal value 2007 ++++----++--- More than 3 places up in ranking More than 3 places down in ranking 7,4 7,1 6,9 6,8 6,7 6,6 6,5 6,4 6,3 6,1 6 0 1 2 3 4 5 6 7 8 9 10 AUDI MERCEDES BMW PEUGEOT PORSCHE MINI VOLKSWAGEN LEXUS VOLVO LAND ROVER TOYOTA SAAB JEEP CHRYSLER ALFA ROMEO JAGUAR CITROEN RENAULT DODGE OPEL

22. Average: 6.0 Appeal value 2007 --+-+----- 5,9 5,8 5,6 5,2 5,1 5 4,9 4,8 4,6 4 0 1 2 3 4 5 6 7 8 9 10 HONDA FORD SEAT CHEVROLET MAZDA SUZUKI MITSUBISHI LANCIA SKODANISSAN HYUNDAI KIA SMART FIAT

23. Appeal value 2005 vs 2007 More than 3 places up in ranking More than 3 places down in ranking

24. Appeal value 2007: men vs women Appealscore brands WOMEN Appealscore brands MEN

25. Appeal score brands DU Appeal score brands FR Appeal value 2007: DU vs FR

26. Part III

27. 23 functional characteristics  8 factors Safety (through power) Solid, powerful engine, dependable, good road-holding ability, easy to drive Looks and comfort Beautiful design, nice attractive upholstery and finish, comfortable, pleasant to drive, good brand image Advantageous price Cheap to maintain, good price/quality ratio, economical Durability Good guarantee, long lasting, reliable (few breakdowns), good service facilities / good after-sales service Space Family car, spacious Functionality Practical, multifunctional Eco-friendly Technology (state-of-the-art technology) Measured associations

28. Top 3 123 SpaceDodgeChryslerChevrolet FunctionalitySmartMiniLand Rover/ Seat Looks and comfortPorscheJaguarAlfa Romeo SafetyJeepJaguarDodge TechnologyPorscheAlfa RomeoBMW DurabilityVolvoAudiPorsche Advantageous priceKiaFiatSuzuki Eco-friendlySmartSuzukiFiat Top 3 Functional characteristics 2007 brands

29. % 49,6 46,3 37,2 37,5 34,6 36,8 20,5 18,8 Functional characteristics 2007 brands Average brands Space Functionality Looks and comfort Safety Technology Durability Advantageous price Eco-friendly

30. Part IV Positioning models 1. Emotional 2. Functional

31. Part IV

32. Positioning models 2007 Social affirmation Indulging emotions Social integration Controlling emotions Mini Citroën C2 VW New Beetle Peugeot 207 VW Polo Suzuki Swift Peugeot 107 Citroën C3 Toyota Yaris Renault Clio Ford Ka Citroën C1 Peugeot 1007 VW Fox Lancia Ypsilon Young female cars Renault Twingo Fiat Punto Mitsubishi Colt Opel Corsa Ford Fiesta Nissan Micra Renault Modus Smart Fortwo Toyota Aygo Honda Jazz Suzuki Jimny Hyundai Getz Suzuki Sx4 Kia Picanto Shy female cars Skoda Superb Skoda Octavia Skoda Fabia Renault Mégane Renault Kangoo Fiat Stilo Opel Meriva Fiat Panda Citroën Berlingo Peugeot Partner Opel Combo Chevrolet Matiz Opel Agila VW Caddy Mazda 2 Hyundai Atos Fiat Doblo Fiat Seicento Dacia Logan Hyundai Matrix Trivial functional cars Suzuki Grand Vitara Opel Astra Seat Ibiza Peugeot 307 Ford Focus c-max VW Golf Honda Civic Seat Leon Ford S-max Citroën C4 Seat Altea Ford Fusion Seat Cordoba Mazda 3 Lively spontaneous cars Ford Focus Citroën Xsara Picasso Peugeot 807 VW Touran VW Sharan Toyota Corolla Renault Laguna Renault Espace Ford Galaxy Opel Zafira Seat Alhambra Toyota Avensis Citroën C8 Mazda 5 Toyota Prius Superficial compromise cars Capable compromise cars Citroën C5 VW Passat Opel Vectra Volvo V70 Peugeot 407 Mercedes Serie A Ford Mondeo Chrysler Grand Voyager VW Jetta Mercedes Serie B VOLVO S40 Volvo S80 Mazda 6 Opel Signum Audi A6 Audi A4 Mercedes Serie S Mercedes Serie C Audi A8 Mercedes CLS Volvo S60 Mercedes Serie E Volvo V50 Peugeot 607 Mercedes Serie M Lexus RX Jaguar X-type Saab 9-3 Lexus IS Saab 9-5 Mercedes Serie R Classy status cars Audi A3 BMW Serie-5 Porsche Cayenne Mitsubishi Pajero LR Freelander Jeep Grand Cherokee Toyota RAV4 LR Range Rover BMW SERIE-X3 BMW Serie-7 Alfa Romeo 159 Honda Accord Chrysler PT Cruiser Toyota Landcruiser BMW Serie-3 BMW Serie-1 VW Touareg LR RR Sport BMW Serie-X5 Alfa Romeo 147 Hyundai Tucson Hyundai Santa Fe Volvo XC90 Nissan X-trail Kia Sportage Audi Q7 Energetic sporty cars

33. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

34. Small city cars & small compact cars Social affirmation Indulging emotions Social integration Controlling emotions Fiat Punto Citroën C2 Mitsubishi Colt Suzuki Swift Renault Twingo Peugeot 107 Citroën C3 Toyota Yaris Renault Clio Nissan Micra Ford Ka Citroën C1 Chevrolet Matiz VW Fox Smart Fortwo Lancia Ypsilon Toyota Aygo Honda Jazz Hyundai Getz Fiat Seicento Kia Picanto Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars

35. Evolution Small city cars & small compact cars Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Perception in 2007 Perception in 2007 for the first time Perception in 2005 Perception is the same in 2005 and 2007 Suzuki Swift Ford Ka Citroën C1 VW Fox Toyota Aygo Peugeot 107 Chevrolet Matiz Fiat Seicento Citroën C2 Mitsubishi Colt Kia Picanto Honda Jazz Toyota Yaris Renault Clio Renault.Clio(05) Toyota.Yaris(05) Nissan Micra Smart Fortwo Fiat Punto Renault Twingo Renault.Twingo(05) Fiat.Punto(05) Hyundai Getz(05) Nissan Micra(05) Smart.Fortwo(05) Citroën C3 Citroen.C3(05) Hyundai Getz

36. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

37. Small family cars & small monospaces Social affirmation Indulging emotions Social integration Controlling emotions Audi A3 Mini Fiat Punto VW New Beetle Skoda Fabia Renault Mégane Peugeot 207 Opel Astra VW Polo Toyota Corolla Seat Ibiza Renault Kangoo Peugeot 307 Opel Corsa Fiat Stilo VW Golf Mercedes Serie A Honda Civic Ford Fiesta Fiat Panda Citroën Berlingo Seat Leon Citroën C4 Peugeot Partner BMW Serie-1 Opel Combo Renault Modus Ford Fusion Seat Cordoba Opel Agila Alfa Romeo 147 VW Caddy Mazda 2 Hyundai Atos Fiat Doblo Dacia Logan Suzuki Sx4 Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Renault Clio Peugeot 1007

38. Evolution: Small family cars & small monospaces Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Perception in 2007 Perception in 2007 for the first time Perception in 2005 Perception is the same in 2005 and 2007 Hyundai Atos Dacia Logan Renault Kangoo Seat Cordoba Opel Combo VW New Beetle Peugeot 207 Citroën Berlingo Peugeot Partner VW Caddy Fiat Doblo Peugeot 1007 Skoda Fabia Audi A3 Opel Agila Seat Leon BMW Serie-1 Seat Ibiza Seat Ibiza(05) Fiat Punto Honda Civic Ford Fusion Honda Civic(05) Fiat.Punto(05) Ford.Fusion(05) Peugeot 307 Mercedes Serie A Citroën C4 Alfa Romeo 147 Alfa Romeo 147(05) Citroen.C4(05) Peugeot.307(05) Mercedes.Serie.A(05) Opel Astra Opel.Astra(05) VW Golf VW.Golf(05) VW Polo VW.Polo(05) Ford Fiesta Fiat Panda Mazda 2 Ford.Fiesta(05) Mazda 2(05) Fiat.Panda(05) Mini Mini.Mini(05) Toyota Corolla Opel Corsa Fiat Stilo Renault Modus Renault Clio Fiat.Stilo(05) Opel.Corsa(05) Toyota.Corolla(05) Renault.Clio(05) Renault.Modus(05) Renault Mégane Renault.Mégane(05)

39. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

40. Medium/large family cars & big limousines Social affirmation Indulging emotions Social integration Controlling emotions Skoda Octavia Opel Vectra Audi A4 Renault Laguna Peugeot 407 Mercedes Serie C Ford Focus Alfa Romeo 159 Honda Accord Volvo S60 BMW Serie-3 Toyota Avensis VW Jetta Volvo S40 Mazda 6 Jaguar X-type Saab 9-3 Lexus IS Mazda 3 Toyota Prius Opel Signum Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Citroën C5 VW Passat BMW Serie-5 Audi A6 Volvo V70 Mercedes Serie S Ford Mondeo BMW Serie-7 Audi A8 Mercedes CLS Mercedes Serie E Peugeot 607 Volvo S80 Mazda 6 Saab 9-5 Mercedes Serie R Skoda Superb

41. Superficial compromise cars Evolution: Medium/large family cars & big limousines Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Capable compromise cars Classy status cars Energetic sporty cars Perception in 2007 Perception in 2007 for the first time Perception in 2005 Perception is the same in 2005 and 2007 VW Jetta Honda Accord Toyota Prius Lexus IS Alfa Romeo 159 Skoda Superb Mercedes CLS Mercedes Serie R Audi A8 Ford Focus Peugeot 407 Toyota Avensis Volvo S60 Volvo V70 BMW Serie-5 Skoda Octavia Mazda 6 Mazda 3 Mazda 3(05) Mazda 6(05) Skoda Octavia(05) Opel Vectra Renault Laguna Volvo S40 Saab 9-3 Opel.Vectra(05) Renault.Laguna(05) Saab 9.3(05) Volvo S40(05) Mercedes Serie C BMW Serie-3 Jaguar X-type Opel Signum Bmw.Serie.3(05) Jaguar X - type(05) Mercedes.Serie.C(05) Opel Signum(05) Citroën C5 Ford Mondeo Ford.Mondeo (05) VW Passat VW.Passat(05) Peugeot 607 Saab 9-5 Saab 9.5(05) Peugeot.607(05) Volvo S80 Volvo S80(05) Mercedes Serie E Mercedes.Serie.E(05) Audi A6 Audi.A6(05) Mercedes Serie S BMW Serie-7 Bmw.Serie.7(05) Mercedes.Serie.S(05) Citroen.C5(05)

42. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

43. Medium/large monospaces Social affirmation Indulging emotions Social integration Controlling emotions Citroën Xsara Picasso Peugeot 807 VW Touran VW Sharan Ford Focus c-max Opel Meriva Renault Espace Ford S-max Ford Galaxy Chrysler PT Cruiser Opel Zafira Chrysler Grand Voyager Seat Alhambra Volvo V50 Seat Altea Citroën C8 Mercedes Serie B Mazda 5 Hyundai Matrix Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Suzuki Sx4

44. Evolution: Medium/large monospaces Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Perception in 2007 Perception in 2007 for the first time Perception in 2005 Perception is the same in 2005 and 2007 Suzuki Sx4 Citroën Xsara Picasso Ford Focus c-max Mercedes Serie B Ford S-max Opel Meriva Seat Altea Opel Zafira VW Touran Ford Galaxy VW Sharan Citroën C8 Renault Espace Chrysler Grand Voyager Hyundai Matrix Hyundai Matrix(05) Chrysler PT Cruiser Chrysler PT Cruiser(05) Seat Alhambra Seat Alhambra(05) Peugeot 807 Volvo V50 Volvo V50(05) Peugeot.807(05)

45. Models 2007 Small city cars & small compact cars Small family cars & small monospaces Medium/large family cars & big limousines Medium/large monospaces Jeeplike

46. Social affirmation Indulging emotions Social integration Controlling emotions Suzuki Grand Vitara Porsche Cayenne Mitsubishi Pajero LR Freelander Jeep Grand Cherokee Toyota RAV4 LR Range Rover Fiat Panda BMW SERIE-X3 Toyota Landcruiser VW Touareg LR RR Sport Mercedes Serie M BMW Serie-X5 Lexus RX Hyundai Tucson Hyundai Santa Fe Volvo XC90 Suzuki Jimny Nissan X-trail Kia Sportage Audi Q7 Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars

47. Evolution: Jeeplike Social affirmation Indulging emotions Social integration Controlling emotions Young female cars Lively spontaneous cars Shy female cars Trivial functional cars Superficial compromise cars Capable compromise cars Classy status cars Energetic sporty cars Perception in 2007 Perception in 2007 for the first time Perception in 2005 Perception is the same in 2005 and 2007 Audi Q7 LR RR Sport Porsche Cayenne Kia Sportage Lexus RX VW Touareg BMW Serie-X5 BMW SERIE-X3 Toyota RAV4 Jeep Grand Cherokee Land.Rover.Range.Rover (05) LR Range Rover Hyundai.Tucson (05) Hyundai Tucson Nissan.X.Trail (05) Nissan X-trail Hyundai.Santa.Fe (05) Mitsubishi.Pajero (05) Mitsubishi Pajero Hyundai Santa Fe Volvo.Xc90 (05) Volvo XC90 Toyota Landcruiser Mercedes.Serie.M (05) Mercedes Serie M Fiat.Panda(05) Suzuki Jimny(05) Fiat Panda Suzuki Jimny Land.Rover.Freelander (05) LR Freelander Toyota.Landcruiser (05)

49. 23 functional characteristics  8 factors Safety (through power) Solid, powerful engine, dependable, good road-holding ability, easy to drive Looks and comfort Beautiful design, nice attractive upholstery and finish, comfortable, pleasant to drive, good brand image Advantageous price Cheap to maintain, good price/quality ratio, economical Durability Good guarantee, long lasting, reliable (few breakdowns), good service facilities / good after-sales service Space Family car, spacious Functionality Practical, multifunctional Eco-friendly Technology (state-of-the-art technology) Measured associations

50. Top 3 123 SpaceRenault EspacePeugeot 807Volkswagen Sharan FunctionalityRenault EspaceCitroën BerlingoSeat Alhambra Looks and comfortBMW Serie-5Audi A6BMW Serie-X5 SafetyAudi A6Mercedes Serie RVolvo XC90 TechnologyBMW Serie-5Mercedes Serie RAudi A6 DurabilityMercedes Serie CVolvo S40Volvo V70 Advantageous priceCitroën C2Fiat SeicentoCitroën C1 Eco-friendlyToyota PriusCitroën C1Toyota Aygo Functional characteristics 2007 models

51. Part V Information specific to car sector

52. Trends in the car sector How many people are satisfied with their current car? Who finds it important to have modern gadgets to make driving as pleasurable and pleasant as possible? How many people plan to buy their new car from an authorized dealer? When a couple decides to buy a new car, what is the weight of the woman for actually purchasing the car? Who knows what hybrid car means? 92% 81% 47% 46% 48%

53. Trends of car sector

54. Who decides? Colour Actually buy Options Choose the brand Determine te budget Need to buy a new car Choose the model Maintenance/problem Fuel type & engine capacity Collect info Men Women Buying a new car

55. 32% plans on buying a new car within the next 2 years 42% are women 69% intends to buy the same brand Buying a new car

56. They consider buying Buying a new car

57. Which type? Nr 1 ♀ Nr 1 ♂ Buying a new car

58. Top 3 brands per type Monovolume Break Berline One volume 4X4 Small city car CitroënAudi FordToyotaCitroënFordBMW RenaultLandroverVolkswagenRenaultOpelToyotaVolkswagenKiaBMW Buying a new car

59. Car study 2007: 8th edition