IRVINE, CA – According to Kelley Blue Book Marketing Research’s Brand Watch study, Cadillac and Audi are the most improved in terms of brand perception over the past year in the luxury sedan segment. Cadillac improved most among the factors of driving comfort, exterior styling, interior layout/design, interior roominess, and cargo/trunk space. Audi was deemed most improved when evaluating seating capacity, luxuriousness, available options, and prestige brand. The results are based on Brand Watch study data in the Luxury Sedan segment from Q1 2007 to Q1 2008.
Available to vehicle manufacturers and auto industry professionals, Brand Watch is an online brand perception tracking study tapping into 3,000+ in-market new-vehicle shoppers quarterly on kbb.com. The Brand Watch report provides a detailed look at in-market new-vehicle shoppers’ perceptions of brands and important factors driving their purchase decisions while in the midst of the shopping process. Brand Watch delves into how each manufacturer’s brand equity differs across vehicle segments, compares the relative standing of each make vs. competitive makes, and reveals the decision factors of new-vehicle buyers within each make and segment.
Additionally, the report solicits the opinions of in-market new vehicle shoppers on various attributes 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 also is collected, reported, and detailed throughout the study.