Chevrolet has ranked fourth among automotive brands in the recent MBLM Brand Intimacy COVID Study.
The MBLM Brand Intimacy COVID Study examines customers’ emotional connection to brands through the COVID-19 pandemic, looking at archetypes like Fulfillment, Identity, Enhancement, Ritual, Nostalgia, and Indulgence, as well as stages like Sharing, Bonding, and Fusing. This emotional science is then used to determine which brands managed to form the strongest bond with customers.
Among automotive brands, Chevrolet was ranked fourth in the MBLM study, slotting in between BMW and Ford with regard to brand ranking. Chevrolet scored a brand intimacy quotient of 52.6, behind BMW’s quotient of 53.8, and ahead of Ford’s quotient of 51.6. The leading brand in the study was Toyota with a quotient of 55.4, followed by Harley-Davidson in second with a quotient of 54.6.
According to the MBLM study, automotive brands are among the strongest performers in terms of customer intimacy. Despite the challenges presented by the COVID-19 pandemic and ongoing supply chain problems, automotive brand intimacy increased an average of 5 percent compared to prior to the pandemic.
That said, Chevrolet specifically registered a decline in brand intimacy overall. However, Chevrolet was still ranked as the top automotive brand among female customers.
Notably, the automotive industry had an average brand intimacy quotient of 48.4, beating the cross-industry average of 38.2 by a substantial margin.
“Consumers closely identify with their car brands and the essential role they play in our lives,” said MBLM managing partner, Mario Natarelli. “With supply shortages, this year we saw a 47 percent increase in consumers willing to pay 20 percent or more for automotive products, highlighting the important bond we have with these brands. COVID has intensified our emotional connection to automotive brands, and we expect the industry to continue to thrive as it works to improve operations and manufacturing.”
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Comments
So Chevrolet was first. Toyota, VW, Volvo and BMW buyers don’t count. Sheep aren’t people. I am surprised Honda wasn’t higher.
Did you read anything???
The headline said Chevy was ranked FOURTH!
The chart also showed Chevy as Fourth not First.
The chart showed the top ten rankings. The other brands didn’t make top ten
One doesn’t need facts when one wants to sound all-knowing and world-weary.
Dude, harly Davidsons not an auto maker. WTH are they doing on this list??? Also, Toyota and BMW customers are not car buyers, their sheep with wallets. Ever asked a Beamer owner why they bought it? They reply, “it’s a BMW”,
But it cost more than the Lincoln,
“It’s a BMW”
But it’s a lot slower and tougher than a Cadillac
“It’s a BMW”
It’s even less plush than a Chrysler
“But but but it’s a BMW”
Repeat, sheep. It looks like Chevy is the brand that pleases real car buyers the most.
Chill out jake Jesus. Go drink a beer or smoke some weed you sound panicked
“Intimacy Study”
When quarantined home alone, and you get that Loving Feeling. BMW/Toyota give you Fake Tail Pipes.
Hey buddy I haven’t seen you comment on here in a couple days. Hope you and the family have been well.
Thanks for your concern, We’re fine. I was just “awaiting moderation” on one of my comments.
Still waiting, but from now on I’m going to avoid using proper names of any potential advertisers.
Yea it’s weird what they flag. I had something several months ago not even curse words it was flagged for moderation and is still waiting lol. But I’m glad you and the fam are ok. 👍
Toyota #1? Just goes to show you the US has a lot of boring people.
Well I can see why Harley is #2 the article says the study was done by customers emotional connections to brands through the C-19 pandemic. As a avid Harley rider and owner of 2 different bikes what better way to escape lockdowns and take your mind off the pandemic for a bit then go ride your Harley out in the mountains or just out in the open.