Toyota demonstrated the highest level of brand loyalty, with 57 percent of Toyota owners indicating that they would prefer a Toyota electric vehicle (EV) than that of another brand in Zpryme’s new report, “Electric Vehicle Branding.”
Cognizant of the importance of branding, EV manufacturers have launched widespread, ambitious advertising campaigns to connect with buyers considering EVs. General Motors Co. and Nissan Motor Co. have marketed aggressively the releases of the Volt and Leaf through television commercials, print advertisements and online and new media campaigns.
“Branding is the conduit that articulates the company’s promise to fulfilling its mission,” said Jay Giraud, CEO of Rapid Electric Vehicles (REV). “Delivering on that promise is critical to building consumer confidence in a new market, especially one where so much hope is laid and real change is possible.”
For established car brands and EV start-ups, the newness of EV technology provides a unique opportunity to win market share, define consumer perceptions, and establish a foothold in a newly developing class of vehicles. To gain insight into the role that car brands will play in the EV market, Zpryme revisited the consumer survey component of “The Electric Vehicle Study” conducted in December 2010 and sponsored by Airbiquity.
The following is a ranking from the EV consumer Survey by Zpryme of the top nine EV brand preferences by brand of current vehicle:
- Toyota: 57 percent
- Honda: 54 percent
- Ford: 48 percent
- Chevrolet: 43 percent
- Nissan: 43 percent
- Hyundai: 28 percent
- Dodge: 25 percent
- Chrysler: 22 percent
- GMC: 18 percent
Zpryme-powered Electric Vehicle and Smart Grid Insights practices help organizations understand their business environment, engage consumers, inspire innovation, and take action. These practices represent an evolution beyond traditional market research and consulting: combining sound fundamentals, innovative tools and methodologies, industry experience and creative marketing savvy to supercharge clients’ success. Zpryme doesn’t produce tables and charts; it delivers opportunity-focused, actionable insight that is engaging and easy-to-digest. Visit www.smartgridresearch.org for more information.