Perceptual map Car brands

Topics: Automotive industry, Ford Motor Company, Car manufacturers Pages: 15 (601 words) Published: March 5, 2015
MY PERCEPTUAL MAP OF
CAR BRANDS
Bonita Stuckey
Marketing-421
Jan Peterson-Instructor

PERCEPTUAL MAP – CAR BRANDS

Summary
Perceptual mapping is a technique that allows one to
visualize the positioning of different brands in the
market. Using perceptual maps, one can quickly
compare different brands and make strategic
decisions about whether or not your brand need to be
repositioned.

I chose to do my Perceptual Map on different Car Brands. The cars I chose are as follows:
Audi
BMW
Mercedes
Ford
Volvo
Lexus
Subaru
Mazda
Honda
Toyota

AUDI
For decades, Audi AG has played the poor cousin
to Germany's luxury-auto kingpins. Now the car
maker owned by Volkswagen AG is doing what
was unthinkable several years ago: It's running
neck-and-neck with BMW AG for the crown of the
world's top-selling luxury-auto maker, thanks in
no small part to surging U.S. sales.
I ranked this car right up there with the BMW
and the Mercedes. It just happens to be my
favorite car of the moment.

BMW
YOU would have thought the BMW Group may find it tough
following on from a record-breaking 2014, think again.
The car giant managed to deliver more than two million vehicles in 2014.
It seems that 2015 has got off to a good start with sales up 7 per cent compared with the same month last year.
I ranked this beauty right up there with the Audi. Very luxurious!

MERCEDES-BENZ
LAST year, Mercedes-Benz continued to be the
most successful luxury automotive brand in South
East Asia and India.
Retail numbers showed that the luxury automotive
brand sold more than 17,400 units last year.
What can I say? It’s a Mercedes!!!!
My top 3 luxury cars, Audi, BMW and Mercedes,
ranked high.

FORD
Americans really do want to buy American
brands, as long as they are competitive with
the imports. Fords are more of a family car.
It’s ranked right in the middle.

VOLVO
Volvo is owned by The Ford Company is a safe
and reliable car. Also, more of a family car.
Ranked like the Ford.

LEXUS
Love, love, love Lexus but it’s lost it “ummph”
over the past years. I still rather ranked it
well. It’s still a nice, prestigious car.

SUBARU
The five-door vehicle, which is a permanent member
of the Impreza range, costs just a little more than the
lowest-priced Ford Focus, although giving the owner
the extra benefit of all-wheel-drive. Subarus are ok.
Foreign parts adds up to spending a lot of money. A
tad low in my ranking for that reason.

MAZDA
MAZDA has been named 'Best Car
Manufacturer' at the 2014 Which? awards -presented to those companies that consistently get it right for consumers. Not one of my
favorites cars. They are too light but they are
cute and I ranked it fairly well.

HONDA
The Honda Civic is an embodiment of all that
Honda stands for: new age design, advanced
technology, driving pleasure, safety, fuel
efficiency and luxury. With its sleek, aerodynamic
design, and futuristic interiors. I’m not a fan of
Hondas and that’s why I ranked it rather low.

TOYOTA
Vehicle owners were surveyed during a period of high
profile and highly publicized recalls; it is not unexpected
that many potential buyers' perceptions of Toyota's
long-standing reputation for quality and reliability might
be influenced. Although Toyotas are nice cars, their
reliability have been in question for a while now.

REFERENCES
Wall Street Journal - Car Brands. (2014). Retrieved from http://www.Procrest LLC
Car Brands, Logos and Names. (2011). Retrieved from http://www.car brands, logos and names.com



References: Wall Street Journal - Car Brands. (2014). Retrieved from http://www.Procrest
LLC
Car Brands, Logos and Names. (2011). Retrieved from http://www.car
brands, logos and names.com
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