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Among Audi's, Honda, Volkswagen, Chery, Citroen, GM, Hyundai, Mazda and Toyota's nine major foreign car brands, which one is the most recognized among consumers? A recent survey showed that among the consumers in Beijing, Shanghai and Guangzhou, Volkswagen ranked first on the list with 55% brand awareness, and Audi ranked second. However, brands such as Hyundai and Mazda have poor awareness and have not reached double digits.
This is ACNielsen’s recent preference for car brands among consumers in Beijing, Shanghai, and Guangzhou.
A survey designed to analyze the relationship between brand awareness and ad serving. Throughout 2003, auto makers have seen rapid growth in car advertising in the domestic media. However, whether these advertising campaigns can win the high awareness of domestic consumers on car brands remains to be discussed.
According to statistics, from 2002 to 2003, manufacturers’ car advertisements in the media have doubled to 4.6 billion yuan. Of this, RMB 2 billion was spent on TV media and RMB 2.6 billion was spent on print media.