brand kpis fuer autovermietung europcar in mexiko-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

car

rental:

Europcar

inMexicoConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

1250Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Europcar’s

performance

inthecarrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202477%

of

Europcar

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Europcar’s

branding

resonates

more

with

Millennials

?Europcarranksfourthinawareness

withinthecarrental

market?Europcargenerally

appealstomen

more

thanwomen?Thepopularity

ratingof

Europcaris38%?Europcarranksseventh

inusage?Among

Europcarenthusiasts,38%

fallunderthehigh-income

category?Interms

of

loyalty,Europcar

isfourthinMexico?Europcarhasascore

of

32%

formedia

buzz?Consumers

want

theircarrental

brandsto

havereliability,

honesty

/trustworthiness,

and

friendliness3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Europcar

at

77%Brand

profile:

snapshotBrand

performance

of

Europcar

inMexico77%38%36%32%25%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),n=451,

respondents

who

know

the

individual

brand

(popularity),

n=451,

respondents

who

knowthe

individual

brand

(usage),

n=111,

respondents

who

have

used

the

individual

brand

(loyalty),

n=451,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Europcar’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations46%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeEuropcar

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatEuropcar

islikedby3%

ofBaby

boomers

and

24%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is2%

and

23%,

respectively.35%26%24%23%ForMillennials

andGen

Z,

46%

and

26%

feel

positivelytowards

Europcar,

versus

40%

and

35%.

Socurrently,forEuropcar,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.3%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=172,

Europcarenthusiast,

n=727,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Europcar

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Europcar

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Europcarhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.42%58%48%52%57%

ofmen

likeEuropcar

compared

to42%

ofwomen,

whereas

fortheoverallindustry,52%

of

men

usecarrentalcompared

to

48%

of

women.90%88%8%

of

Europcarenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=172,

Europcarenthusiast,

n=727,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Europcar

enthusiasts,

38%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.3%6%Single34%30%38%10%12%CoupleSingleparentNuclear38%

ofEuropcar

enthusiastsare

fromhigh-income

households.Europcar’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

47%

of

Europcarenthusiastshavethiscurrent

livingsituation.7%7%47%39%33%Multi-generational12%10%36%18%22%29%ExtendedOther3%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=172,

Europcarenthusiast,

n=727,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarereliability,honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Europcar

users

alsoappreciate

these

keyattributes,indicating

Europcarexudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatEuropcarenthusiastsareleast

focused

on

areboldness

andinclusiveness.ReliabilityExclusivityEuropcar

shouldwork

onpromotinghonesty

/trustworthiness

toconvertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carrental,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tocarrental,which

ofthefollowing

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=111,

Europcarusers’,n=172,

Europcarenthusiast,n=727,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Europcar

fans,

27%

state

that

they

get

excited

about

car

rental

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?60%51%48%34%34%33%27%27%25%22%13%

13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

carrental

services

topicsrelating

tocarrentalBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carrentaldo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocarrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=172,

Europcarenthusiast,

n=727,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1177%

of

Europcar

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinMexico

is30%.

Awareness

of

Europcar,however,

is

at36%.Awareness38%

ofMexican

carrental

users

saytheylikeEuropcar,compared

to

anindustryaverage

brandpopularity

of34%.25%

ofindustryusers

inMexico

saythey

useEuropcar,with

the

average

usageofabrandat22%.BuzzPopularity77%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Europcar

hasbeen

noticed

more

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of32%compared

to

28%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),n=451,

respondents

who

know

the

individual

brand

(popularity),

n=451,

respondents

who

knowthe

individual

brand

(usage),

n=111,

respondents

who

have

used

the

individual

brand

(loyalty),

n=451,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Europcar

ranksfourth

in

awareness

within

the

car

rental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEuropcarRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1Hertz52%38%37%36%36%34%34%29%29%28%2Avis3Alamo36%4Europcar5America

CarRentalBudgetUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.664%7MexRentA

CarDollar

CarRentalEnterprise

Rent-A-CarThrifty8Outofallrespondents,

36%

were

aware

of

Europcar.Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Europcar

is

38%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEuropcarRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Hertz58%44%43%41%38%38%38%36%36%34%2America

CarRentalAvis338%4MexRentA

CarEnterprise

Rent-A-CarEuropcarOutofconsumers

who

knew

thebrand,

38%

saidtheyliked

Europcar.

Thisranksthemsixthcompared

toother

brandssurveyed

inthismarket.5662%7Alamo8Dollar

CarRentalEconomy

RentaCarBudget9PopularityN/A1014

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=451,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Europcar

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofEuropcarRank#

BrandUsage

%38%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Hertz2MexRentA

CarAmerica

CarRentalAvis30%25%329%Outofconsumers

who

knew

thebrand,

25%

saidtheyused

Europcar.

Thisranksthemseventh

compared

toother

brandssurveyed

inthismarket.426%5Economy

RentaCarAlamo26%626%7Europcar25%75%8Enterprise

Rent-A-CarBudget22%921%UsageN/A10Dollar

CarRental20%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=451,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Europcar

is

fourth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEuropcar’s

consumersRank#

BrandLoyalty

%83%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Hertz23%2Alamo81%3America

CarRentalEuropcar79%477%5Avis77%6MexRentA

CarSTARCAR76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.773%77%8Thrifty73%9Enterprise

Rent-A-CarBudget72%Outofrespondents

whohaveused

Europcar,

77%

saidthey

would

usethebrand

again.LoyaltyN/A1072%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=111,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Europcar

has

a

score

of

32%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEuropcarRank#

BrandBuzz%45%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Hertz2America

CarRentalAlamo43%32%338%Outofconsumers

who

knew

thebrand,

32%

saidtheyhadheardaboutEuropcar

inthe

media.

Thisranksthemseventh

compared

tootherbrandssurveyed

inthismarket.4Avis35%5Budget35%6Dollar

CarRentalEuropcar34%732%68%8Enterprise

Rent-A-CarMexRentA

CarFirefly29%927%BuzzN/A1027%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=451,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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