Brand loyalty equals big business, and a new study undertaken by brand intimacy agency MBLM shows that not only do people love their Jeeps more than Disney, but automotive brands as a whole are quite popular.
The automotive industry ranked second overall among all segments, being beaten only by Media and Entertainment when looking at how much intense connection buyers feel with these brands. Overall in automotive, BMW captured first place in the industry, followed by the Jeep brand. But if you look at only one gender, the Jeep brand ranked first among women while BMW ranked first among men.
Two automotive brands were in the top 10 when all brands (automotive and non-automotive) were combined, with BMW ranking third and Jeep ranking fourth overall. The Jeep brand moved up from 15th overall last year to fourth in 2018, putting it ahead of some big names like Disney, YouTube, Netflix and Whole Foods.
This year’s study again revealed that top intimate brands in the U.S. continued to outperform the top brands on the stock market in revenue and profit over the past 10 years. For those not versed in accountant-speak, that means brands with which consumers feel a connection make more money than those who do not, even if it is a bigger brand.
To get these results, MBLM polled 6,000 consumers in the United States (3,000), Mexico (2,000), and the United Arab Emirates (1,000). Respondents were all between age 18 and 64 with an annual household income of $35,000 or greater.
The study reports that the Top 10 in the automotive industry was rounded out by: Honda, Harley-Davidson, Chevrolet, Ford, Mercedes, Chrysler, and GMC. Harley is certainly no surprise, as anyone who asks a HD bike owner about their ride had better settle in for a three-hour conversation.
You can see the complete study breakdown by clicking here.
It should also be no surprise that people are, by and large, passionate about their cars and trucks. For most of us, especially gearheads who read this site, our vehicle is an extremely personal item, one which often projects our personality. Your author, for example, owns what is frequently the loudest and brightest pickup truck in the parking lot. Those two traits, it must be noted, can certainly be used to describe my personality … for better or for worse.
How about you, reader? Would you say your ride is one which reflects your personality? As for being, um, intimate with the brand, I’ll leave that to the imagination.