BMW, Audi and Toyota are the most trusted car brands


BMW has been ranked as a car brand by digitally savvy U.S. consumers aged 18-49 with higher household incomes $ 75,000 trust the most to share their personal data. Luxury Institute and DataLucent’s innovative new Data Trust Index (DTI) measures the level of trust consumers place in data from their digital platform (Google, Facebook, Instagram, etc.) in exchange for mass, premium and luxury licenses . for rewards and benefits of value to them. BMW’s highest data confidence rating was achieved among a select group of 21 major mass, luxury and luxury auto brands. Audi and Toyota were ranked second and third respectively. BMW had the highest percentage of any auto brand with a measurement of ten percentage points above the next highest rated brand: Audi. Men are more willing than women to trust BMW with their data by a ratio of almost 2: 1. Interestingly, contrary to common mythology, older (40-49) and better-off ($ 150,000 + household income) consumers trust BMW with authorized access to their data more than younger and less consumers. well off by a statistically significant margin.

The DTI US survey is based on a nationally representative sample of 1,008 consumers aged 18 to 49, with a minimum income of $ 75,000 (total sample mean income of $ 200,000), with 54% men and 48% women. Respondents indicated that YouTube (82%), Google (79%), Facebook (78%), Amazon (76%) and Instagram (75%) were the digital platforms used regularly. On the most critical central question of the survey: 83% of all respondents, including 89% men and 78% women, are willing to license data from their digital platform, under their control, to brands they trust to use and meet their needs, and the needs of other consumers, in a personalized way.

The survey asked consumers to rate 21 major car brands. Consumers have indicated which of the brands, listed in alphabetical order, they would trust the most to license their data for valuable rewards and benefits to them. The complete list of brands includes Acura, Audi, BMW, Cadillac, Chevrolet, Ford, Genesis, GMC, Honda, Hyundai, Infinity, Jaguar, Land Rover, Lexus, Lincoln, Mercedes-Benz, Porsche, Tesla, Toyota, Volkswagen and Volvo .

Luxury Institute and DataLucent will publish the top three brands in each category for the Data Trust Index (DTI), as rated by consumers, but will not make public their exact DTI scores, nor the scores of other rated brands. DTI’s goal is to inspire brands to gain more customer trust so that they can access the most predictive data in a legal and ethical manner, directly from their valued customers and prospects for fair value. The ultimate goal is to help brands develop deeper, richer, and mutually loyal first-party data relationships with their customers and prospects. Brands can buy their DTI data and benchmark against category competitors, as well as their Data Confidence Opportunity Gap (DTOG). The Data Confidence Opportunity Gap is a measure of their DTI score compared to the 83% of consumers in the current survey who are willing to license their data. Upon request, the DTI team will conduct an exclusive personalized customer survey of each brand, across all customer segments, to determine gaps in DTI opportunities for each brand’s customers. In the personalized survey, consumers will be asked to share the top reasons why they rated the brand the way they did. Please contact [email protected] for more information.

“Kudos to BMW, Audi and Toyota for their leadership in data trust in the automotive industry,” said Milton Pedraza, President of DataLucent and CEO of the Luxury Institute. “There is so much more to be done in the automotive industry to gain the confidence to successfully lead brands in the new digital age. This revolutionary measure, the Data Trust Index (DTI), will become one of the most critical measures of a brand’s health and long-term viability. We look forward to working with brands through their own custom metrics to help them develop the trust and access to shared consumer data they need to survive and thrive into the 2020s. ”

About the Institut du Luxe
Luxury Institute is the world’s most trusted elite research, training and business solutions partner for luxury brands and premium products and services. With the largest global network of luxury executives and experts, Luxury Institute has the ability to provide its clients with high performance, cutting edge solutions developed by the best and most successful minds in the industry. Over the past 18 years, Luxury Institute has served more than 1,100 brands of luxury and premium products and services. Luxury Institute has conducted more quantitative and qualitative research with affluent, wealthy and very wealthy consumers than any other entity. This knowledge led to the development of Luxcelerate, its scientifically proven, emotional intelligence-based high performance education system that dramatically improves brand culture and financial performance. Luxury Institute also pioneered the Advanced Personalization Xchange (APX), powered by DataLucent, to enable wealthy consumers to license their digital platform data to premium and luxury brands they legally trust. , securely and privately in exchange for rewards and benefits at their fair value.

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