Chevrolet has topped the global brand intimacy survey, outperforming every other automotive brand, according to the MLBM 2019 Brand Intimacy Study. Chevrolet ranked first among both women and men in the automotive sector, with nearly one-quarter of users stating that they “couldn’t live without” the brand.
The annual study, which surveyed 6,200 consumers from the U.S. (3,000), Mexico (2,000) and the UAE (1,200), also found that up to 16% of the respondents were willing to pay 20% more for Chevrolet vehicle – a stellar achievement compared to the industry average of 13%.
Commenting on the recognition, Kelly MacDonald, Chief Marketing Officer General Motors Africa and Middle East said: “The result of this survey is no accident. Trust and loyalty is built over a long period of time and this achievement underscores the robust bond that Chevrolet has built with its customers. We are proud to work collaboratively with our dealer partners, Al Ghandi Auto and Bin Hamoodah Trading, who are essential in maintaining such strong relationships with customers.
“We value our customers and do everything we can to ensure their satisfaction. This starts with their experience in showrooms, continues with support throughout their full car ownership and providing them with meaningful content and campaigns they can engage with both on and offline,” MacDonald continued.
The Brand Intimacy Study is a quantitative research, comprising five key components that contribute toward building intimate brand relationships. Respondents complete a 20-minute survey which measures the emotional connection they have with brands from 15 industries, including apparel, apps and social platforms, automotive, beverages, consumer goods, fast food, financial services, health and hygiene, hospitality & theme parks, appliances, luxury, media & entertainment, retail, technology and telecommunications and travel.
Once the results are assessed, every brand is given a Brand Intimacy Quotient, a score that indicates its performance and the strength of the emotional connection it shares with its customers.