How healthy are your dealership's brands — or the brand of a dealership you may be considering buying? Answering that question was the goal of a study released at the Automotive News Retail Forum: NADA.
Automotive News, in partnership with data powered by Cox Automotive, presented Brand Profiles, broken down by luxury and nonluxury brands.
The study is based on consumers' online activities on Cox Automotive properties such as Kelley Blue Book, Autotrader and Dealer.com websites. It looked at behavioral engagement, in terms of how actively brands were researched and shopped, as well as — using KBB.com's trade-in valuation tool — brand loyalty, defections and conquest. It also examined attitudinal perceptions, via surveys, to see how brands were perceived in terms of value, quality, safety and driving performance, for example.
"If you're behaviorally healthy, you're on the consideration list" of shoppers, said George Seretis, senior manager of strategic insights at Cox Automotive. "If you're attitudinally healthy, you have an advantage against others on the list."
The goal was to see which brands are doing a good job of getting considered by shoppers, which are converting shoppers into buyers — and how that is changing over time. The study focused on data at the end of 2017 vs. year-earlier results.