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Kelley Blue BookBrand Watch Study Names Most Improved Marks in Luxury

May 19, 2008

IRVINE, CA – According to Kelley Blue Book MarketingResearch’s Brand Watch study,Cadillac and Audi are the most improved in terms of brand perception over thepast year in the luxury sedan segment. Cadillac improved most among the factorsof driving comfort, exterior styling, interior layout/design, interiorroominess, and cargo/trunk space. Audi was deemed most improved when evaluatingseating capacity, luxuriousness, available options, and prestige brand. Theresults are based on Brand Watch study data in the Luxury Sedan segment from Q12007 to Q1 2008.

 

Availableto vehicle manufacturers and auto industry professionals, Brand Watch is an online brand perception tracking study tappinginto 3,000+ in-market new-vehicle shoppers quarterly on kbb.com. The Brand Watch report provides a detailedlook at in-market new-vehicle shoppers’ perceptions of brands and importantfactors driving their purchase decisions while in the midst of the shoppingprocess. Brand Watch delves into howeach manufacturer’s brand equity differs across vehicle segments, compares therelative standing of each make vs. competitive makes, and reveals the decisionfactors of new-vehicle buyers within each make and segment.

Additionally,the report solicits the opinions of in-market new vehicle shoppers on variousattributes within each vehicle segment, such as fuel efficiency, safety,driving performance, durability/reliability, family friendliness, and the “cool”factor/vehicle image. Detailed demographic and psychographic information alsois collected, reported, and detailed throughout the study.

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