Other industry news

Other industry news

Mitsubishi, Toyota most likely to lose purchase intenders

Mitsubishi and Toyota are the brands most vulnerable to losing purchase intenders to other brands during the shopping process, according to a new study by CNW Marketing. Mercedes and Mini are least likely, other than high-end specialty brands such as Porsche and Ferrari. The survey is based on consumers use of mobile, number of vehicles on their shopping lists and strength of brands at different points in the shopping process.

Brands become easier pickings if they dont have a strong marketing presence midway through consumers shopping process, the study found. At that point, consumers now put more than five vehicles on their shopping lists, from which they will choose which models to keep. Thats up from 4.3 models and brands a few years ago.

If a marketing message ignores a brands strengths in comparison with other strong competitors, the likelihood of losing a potential customer grows, says CNW President Art Spinella.

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