Auto industry drives most intimate brand relationships

The four highest ranking automotive brands are: BMW, Toyota, Harley-Davidson and GMC.

NEW YORK — Four out of the top 10 most intimate brands are in the automotive industry, according to MBLM’s Brand Intimacy 2015 Report, which examines ultimate brand relationships.

“Automotive is the highest ranking industry across all three of our markets, the U.S., Mexico and the UAE. That’s pretty suggestive of the strong bonds people have with their cars and the ability of this category to connect with consumers,” stated Mario Natarelli, MBLM’s managing partner. “Car brands are more than one of our most significant purchases. They represent our sensibilities and our status in life. As important as these values are to consumers, fulfillment of the brand (how well it exceeds expectations, delivers superior service, quality and efficacy) remains a top factor. Recent experiences by brands like Volkswagen will likely have profound effects on the bonds with their consumers.”

In the auto industry, the top 10 is rounded out by:

  • Jeep
  • Chevrolet
  • Ford
  • Mercedes-Benz
  • Chrysler
  • Honda

“With all the dramatic evolution in this category enhanced by technology and from trends like car sharing and autonomous driving, intimate brands will win in the long term,” added Natarelli.

This year’s report contains one of the most comprehensive rankings of brands based on emotion, analyzing the responses of 6,000 consumers and 52,000 brand evaluations across nine industries in the U.S., Mexico and UAE. MBLM’s reports and interactive Brand Ranking Tool showcase the performance of almost 400 brands, revealing the characteristics and intensity of the consumer bonds.

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