32% - Media Impact

Transcription

32% - Media Impact

Fit for the winter –
Winter tyres and winter service.
AUTO BILD Ad Department
February 2006
1
Contents
1. Subject and instrument
2. Winter tyres
• Market
• Consumer
• Communication
3. Winter service
2
The subject:
Fit for the winter is a car subject.
•
•
•
There are many discussions about the road safety in winter.
In the winter of 2005/2006 the pros and cons of winter tyres were
also discussed outside the realm of specialist journals.
In December 2005 the German Bundestag voted in favour of a law
prescribing “suitable tyres“ for the winter.
Source: BRV (Bundesverband Reifenhandel und Vulkaniseur Handwerk e.V. – The Association of Tyre Dealers and Vulcanising Trades)
3
The initial situation:
People are talking about winter tyres.
Spiegel, 02.01.2006
Automobilwoche, 13.02.2006
Automobilwoche, 21.11.2005
AUTO BILD, 07.10.2005
Spiegel, 17.10.2005
Neue Reifenzeitung, September 2005
4
The AUTO BILD Market Barometer:
Idea and instrument.
•
THE IDEA: The AUTO BILD brand stands for fast and relevant reporting
about cars. With its AUTO BILD Market Barometer AUTO BILD now also
offers market research of current interest and relevance.
•
THE INSTRUMENT: The AUTO BILD Market Barometer is a representative
online survey. Each wave is based on at least 1,000 Interviews with
German motorists. Since 2005 the AUTO BILD Market Barometer has been
regularly concerned with the subjects that are currently in the minds of
Germany’s motorists.
5
The AUTO BILD Market Barometer 1/06:
Specifications for the study.
•
•
•
THE STATISTICAL UNIVERSE: men and women, online user, drivers aged
between 18-59, car-owning households.
THE INSTITUTE: For its Market Barometer AUTO BILD uses the online
panel of Infratest, the renowned market-research institute.
THE STUDY: a representative sample with n=1,301 respondents,
disproportionately layered with 813 men and 488 women, field period from
1-15 December 2005.
6
A survey period close to the time of use.
8
6
Hamburg
Temperature [｡C]
4
2
0
With its Market Barometer 1/06
AUTO BILD carried out research into
attitudes and buying intentions
concerning the subject of “winter tyres
and winter service“.
Due to the weather, this subject was top
in the minds of German motorists during
the field period from 1-15 December
2005.
-2
-4
-6
Munich
-8
1
2
3
4
5
6 7 8 9 10 11 12 13 14 15
December 2005
Source: Deutscher Wetterdienst (German Weather Service). Minimum day temperatures during the field period.
7
Socio-demography of the respondents.
Gender
Education
All | Market Barometer
Men
57
57
Volksschule (basic
primary and secondary
20
20
Secondary School 46
43
Women
Abitur (school-leaving
certificate qualifying for
university entrance) +
43
46
34
Income (net household income)
Age
18-29
30-39
25
24
32
32
50-59
29
30
<2.000€
2.000€ <3.000€
40-49
32
38
33
32
32
15
12
>3.000€
33
35
Source: all: ma 2005 II: (men and women, car motorists, aged between 18 and 59, car-owning households, internet users);
Market Barometer (total, n=1,301). All responses expressed as percentages.
8
Contents
2. Winter tyres
• Market
• Consumer
• Communication
3. Winter service
9
The initial situation:
Winter tyres are booming.
•
•
•
•
•
In December 2005 the German Bundestag (lower house of German
Parliament) voted in favour of a law prescribing “suitable tyres“ in winter.
The industry is also making efforts to persuade more drivers to change from
summer tyres to winter tyres with PR work, such as „Pro Winterreifen”
initiative.
Since 1995 the market for winter tyres, which have good margins, has
grown by more than 70%. Sales of summer tyres fell by 14% during the
same period.
In 2005 more winter tyres than summer tyres werde sold in the German tyre
market for the first time.
In the fight for market shares established manufacturers have to keep
competitors, and recently the new cheap brands, at bay with heavy
investment in advertising.
Source: BRV (Bundesverband Reifenhandel und Vulkaniseur Handwerk e.V. – The Association of Tyre Dealers and Vulcanising Trades),
Automobilwoche 04/06
10
A change of tyre for the winter?
This goes without saying for most.
•
79%
•
79% of German motorists change to
suitable tyres in summer and winter.
21% use the same tyres all though the
year.
So the AUTO BILD Market Barometer
shows that in recent months the
percentage of motorists who change
their tyres has risen even further due
to the current legislation.
21%
Different type of tyre Same type of tyre
in winter
throughout the year
Question: Do you use a different type of tyre in winter than you use in summer or do you use the same type of tyre all through the year?
11
A change of tyre for the winter?
Upwards trend.
Motorists who change their
tyres according to
VerbraucherAnalyse (VA)
54% 55%
47%
58%
60%
Percentage of motorists who
change their tyres according to BRV
63%
50%
40%
42%
44%
47%
49%
50%
35%
28%
1999 2000 2001 2002 2003 2004 2005
VA 99-05, target group car motorists
30%
31%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004
Theoretical calculation:
Number of vehicles / sales volumes * wear and tear constants
Source: VA 99-05, target group car motorists. BRV: Number of vehicles / sales volumes * wear and tear constants
12
What type of tyres are bough?
New tyres are a must,
but not so much complete wheels.
94
57
34
19
New
•
•
Reconditioned
9
Secondhand
9
2
I couldn’t say
Nearly all German motorists know what kind
of tyres they want – only two per cent have
nothing to say on this subject.
New tyres come into question for 94% of
German motorists – reconditioned tyres, on
the other hand, are only an alternative for
19% and second-hand tyres for 9%.
Tyres + rim
•
•
Tyres
Don’t know (yet)
34% of the respondents intend to buy
complete wheels (wheels with tyres already
mounted).
The majority (57%) would buy separate
tyres, 9% have not decided yet.
Question: What kind of tyres come into question for you when buying winter tyres? (multiple responses)
Question: Would you buy your next set of winter tyres as a complete wheel (i.e. including rim)
or as individual tyres (to be mounted on the wheels)? Basis: motorists who change their tyres, all responses expressed as percentages.
13
Who changes the tyres?
Half use professional services, half change the tyres
themselves.
I do it myself
My partner
47%
13%
•
6%
Friends/family
16%
Tyre dealer
Authorised car dealer
•
14%
Free garage
11%
Car service firm
Petrol station
•
28%
10%
53%
The twice-yearly change of tyre is
done at home almost as frequently as
at a garage.
It is mainly men who change the tyres
themselves (42%), while the tyres of
women's cars are often changed by
their partners (29%) or members of the
family (11%).
Among professional service providers,
car service firms still have potential for
development – only petrol stations are
visited even less frequently for a
change of tyre.
2%
Question: Who usually changes your tyres? Basis: motorists who change their tyres, all responses expressed as percentages.
14
Tyre handling:
Tyres changed according to the weather or the date?
October
November
•
19%
13%
32
32%
¹
Generally when the
temperature falls below
7° Celsius
•
•
40
64%
•
Generally when the temperature
falls below 0° Celsius
7
From the first time it snows or
there is slippery ice on the road
10
Other
No response
Almost twice as many motorists (64%)
change their tyres according to the
weather rather than the date.
The only exception here are the group
of 45-59 year-olds. Almost half of them
regularly change their tyres according
to the calendar.
Out of those who change their tyres
according to the weather only a
minority wait for the first
Almost half of the respondents change
their tyres according to the reading of
the thermometer. The 7° limit plays the
major role here.
7
4
Question: When you change to winter tyres on what does this depend? Question: in what month do you fit your car with winter tyres? Question: In
what sort of weather do you fit your car with winter tyres? Basis: motorists who change their tyres, all responses expressed as percentages.
15
Tyre handling:
Storing tyres in a terraced house.
•
Privately (e.g. in own
garage / own cellar)
Privately with
friends or members
of the family
•
•
•
71
5
12
12
•
71 % of German motorists have a
cellar that is big enough to store tyres.
Only 5 % bother friends or relatives
with their second set of tyres.
24% use a storage service.
This means that the potential for
services among motorists who change
their tyres seems to be relatively
exhausted.
Or the low-cost storage option is not
yet sufficiently well-known.
€€
At the place where I
have the tyres changed
(garage/petrol
station/dealer)
At the place where I
bought the tyres
(garage or dealer)
Question: Where do you store your second set of tyres (summer or winter tyres)? Basis: motorists who change their tyres, all responses expressed as
percentages
16
Contents
2. Winter tyres
• Market
• Consumer
• Communication
3. Winter service
17
Rational factor that influence the choice of tyre:
The usual suspects use winter tyres.
77
Women
Aged 18-29
78
45-59
79
68
•
82
<20.000 km
90
>20.000 km
92
Winter road conditions
Cleared roads
74
North
73
South
•
83
30-44
<10.000 km
•
82
Men
87
•
The use of winter tyres does not vary
significantly according to age and
gender.
On the other hand annual mileage,
road conditions and region are
important influential factors when it
comes to motorists' willingness to
change their tyres:
Motorists tend to change their tyres
- the more kilometres they drive,
- the more frequently they encounter
winter conditions on the roads,
- the further they live into regions
which have a lot of snow.
So what's new?
Question: Do you use a different type of tyre in winter than in summer or do your use the same type of tyre all through the year? Winter conditions on
roads/cleared roads. In winter I "often" as opposed to "sometimes/rarely/never" drive on insufficiently gritted roads.
North/south: south of the Rhine-Main line + the "Mittelgebirge" central mountain range as opposed to the rest of Germany; all details expressed as
percentages.
18
The emotional aspect of winter:
Half of all motorists fear snow and ice.
9
I enjoy driving
in winter
conditions
•
50% of German motorists are real
"snow hares". For them driving in
winter conditions makes no difference
or they even find it more fun to drive in
such conditions.
•
The other 50% don't like being on the
road in winter conditions or even avoid
driving altogether – this is the
"scaredy-cat" group. It includes more
women than men.
“snow hares“
14
3
Winter conditions
make no difference
to me.
40
48
30
43
I don’t’ like
driving in winter
conditions
I avoid driving
in winter conditions
33
57
7
“scaredy-cats“
6
10
Women
Men
All
Question: How do you as a motorist cope with winter conditions on the roads – snow and slippery ice, fog and hail?
(Basis: all), all responses expressed as percentages.
19
What reasons do motorists have for not changing their tyres?
Spontaneous obstacle: the costs.
Low mileage
15%
“Additional expense
for little benefit.“
Changing to
local public transport
8%
“Hartz IV.
(unemployment“
“Too expensive.“
“I don’t drive much and I’ve managed
with summer tyres for 30 years.“
Costs
42%
Laziness
8%
“The reasons are
mainly financial.“
Lack of space
7%
Doing without
the car
6%
Geography
27%
Gritted roads
5%
Don’t need them
7%
“My car is too old.“
“I’m too lazy and I don’t
drive much anyway.“
“No room in the
party cellar!“
“I only use the car to drive
around town and will do
without it if I have to.“
“We have a second car with
winter tyres.“
Different car
5%
“Here in the Rhineland there are
only a few days when we really
have winter conditions.”
“I take a bus instead if the
worse comes to the worse.“
“The roads have been gritted – and if there’s slush
on the roads I simply increase the tyre pressure by
0,3bar. Then I have a wide tread.“
“I hand in my leases car every six
months.“
“The arguments in favour of winter tyres
do not correspond to the facts!“
Question: What are the main reasons why you don't fit winter tyres on your car in winter? (open question)
Basis: motorists who use summer tyres throughout the year.
20
What reasons do motorists have for not changing their tyres?
The second thought: benefits + handling.
It‘s too expensive for me to buy a second set of tyres for winter.
89
64
I don’t need any winter tyres where I live.
58
The winter is getting shorter and milder. So I don’t need any winter tyres.
Benefits
68
I don’t need any winter tyres because
I only use roads that have been cleared and gritted.
49
40
37
I don’t have any space to store a second pair of tyres.
Modern car technology with ABS and ESP makes
up for not having winter tyres.
Handling
Changing the tyres twice a year takes up too much time.
I don’t think that winter tyres look good on my car.
Costs
I costs too much money to change the tyres twice a year.
15
10
Question: Below you will find a few reasons below that speak against winter tyres. Please mark them if these reasons apply to you (completely/rather/not
really/not at all). Basis: motorists who use summer tyres throughout the year, agree: "completely" or "rather", all responses expressed as percentages.
21
What do motorists know about the qualities of winter tyres?
Motorists believe in the 7°C rule.
& Correct statement '
Incorrect statement
&
A better grip and a shorter braking path
on snow and ice
&
Better cornering stability
when there is snow on the road
'
'
'
'
'
'
'
Correct
No response
4 3
93
8
79
A better grip and a shorter braking path
even when the roads are dry if the outside
temperature is less than 7° Celsius
42
29
24
A shorter lifetime than summer tyres
9
19
26
56
A better grip and a shorter braking path in the rain
6
37
57
A higher consumption of fuel
than with summer tyres
11
12
17
71
A lower road speed than with summer tyres
13
16
74
You only have full protection under insurance
if you use winter tyres when
there are winter conditions on the roads.
A higher maximum speed when it’s cold
Incorrect
46
71
29
30
20
Question: Below you will find a few assertions about the qualities of winter tyres in comparison with summer tyres. Please place a cross if you think
that the assertion is correct or incorrect (correct/incorrect/don't know). Basis: motorists who change their tyres, all responses expressed as
percentages.
22
What are the criteria for selecting winter tyres?
The tyres that come top in the tests, but they shouldn't
cost too much.
87
Reliable when there‘s snow and ice on the road
65
Reliable when it’s wet
43
Good results in tests
38
Long lifetime
34
Don’t make the car use more petrol
26
Low-cost
19
Latest technology
17
Less noise
15
Recommended by experts
4
Well-known brand
3
Faster than 190km/h
Same brand as the original tyres on the car
Look good
1
1
Question: Below you will find a few statements about the criteria for selecting winter tyres. Please mark how important these criteria are for you when
buying winter tyres. Basis: motorists who change their tyres: "I think this is important", all responses expressed as percentages.
Question: Below you will find a list of some of the qualities of winter tyres. Please mark how important these qualities are for you when buying winter
tyres. Basis: motorists who change their tyres, "I think this is important", all responses expressed as percentages.
23
Discussion about a statutory duty to use winter tyres:
The duty to use winter tyres is having effect.
Question for everyone:
“What do you think about the
statutory duty to use winter
tyres?“
No, I didn’t
know about that.
12
17
Yes, I’ve heard
of that.
Question for motorists who are not using in winter tyres:
“Will you buy winter tyres due to the new legislation ?“
I’m rather
against it
It depends on how my insurance company
will react to the new legislation.
26
I tend to be
in favour of it.
Yes.
19
No, I’ll simply do without the car
if I have to.
18
88
83
8
No, I’ll risk paying the fine.
29
I can’t say (yet).
Question: At the end of 2005 the Bundestag voted in favour of amending the Road Traffic Licensing Regulation (Straßenverkehrszulassungsordnung StZVO), so that motorists who drive without "suitable tyres" when there is snow and slippery ice on the roads will have to pay a fine. Did you know that?
Question: What do you think about [this law]? Basis: all. Question: How will you handle this new situation when this becomes law? Basis: motorists who drive
with summer tyres throughout the year, responses expressed as percentages.
24
Conclusion:
Winter tyres - the consumer.
•
•
•
•
•
•
•
•
The use of winter tyres is mainly influenced by the mileage travelled and the
conditions on the road.
Half of German motorists do not like driving in winter conditions.
Private households have a high percentage of motorists who change their tyres
(79%).
Motorists who are not interested in winter tyres are mainly deterred by the costs.
Motorists who change their tyres want a reliable winter tyre. What they find important
are good test results and the price.
Motorists know about the advantages of winter tyres, but they still have a few
prejudices.
The new legislation is generally known – and people are in favour of it.
Women and men do not judge the subject of winter tyres in a significantly different
way – but women tend to be more concerned about safety.
25
Contents
2. Winter tyres
• Market
• Consumer
• Communication
3. Winter service
26
The costs are the most important subject:
Only a third know what tyres cost.
•
51
•
33
•
16
Yes, I have quite
a good idea
Yes, but only
a rough idea
Only 33% of respondents have a clear
idea of what winter tyres cost. 51%
know roughly what tyres cost, while
16% have no idea at all about the
price.
In comparison with most consumer
goods, the market for tyres tends to
lack transparency for consumers.
What does this mean for the
willingness to spend money?
No,
I have no idea
Question: Do you have an idea what winter tyres cost? Basis: all, all responses expressed as percentages.
27
Willingness to spend money:
Saving money is in – but it's the wrong thing to do in
the case of winter tyres.
Real purchase prices
Average amount that motorists are willing to spend
All
Clear idea about price
439 €
496 €
VW Golf (195/65/15H)
approx. 480 €
Mercedes C-class (205/55/16H) approx. 880 €
BMW 5 (225/55/16H)
approx. 1,100 €
32
<400 €
•
29
29
400 € < 500 €
35
27
>500 €
39
7
Don’t need them
5
16
•
On average German motorists would
spend € 439 for four complete wheels
with winter tyres – but only in the
rarest of cases is that enough for
branded tyres.
Motorists who have a good idea of
what winter tyres cost would be
prepared to spend € 496 on average –
that's enough for cars of compact
design, but not for larger cars.
No response
3
Question: What would you be willing to pay for a set of new winter tyres (complete wheels), i.e. four tyres and four rims? (not supported) Basis: all, all
responses expressed as percentages. Source tyre prices: www.reifendirekt.de
28
What tyre brands can motorists name spontaneously?
Big brands and low-cost newbies.
Michelin
58
49
Continental
40
Goodyear
Pirelli
35
Bridgestone
34
Dunlop
26
22
Fulda
10
Firestone
•
8
Vredestein
Uniroyal
7
Toyo
7
6
Pneumant
6
Klebér
4
Hankook
Barum
3
Yokohama
3
•
2
Falken
1
Kumho Tyres
1
BF Goodrich
1
Other responses
No response
“Big
spenders“
9
Semperit
Metzeler
•
Only the brands of "big spenders" who
invest a lot of money in classical
advertising and who actively work on
their image achieve a high degree of
unsupported brand notoriety.
PR pays off. This is true for Michelin
and Bridgestone with their support for
the Formula One, for Continental with
its sponsoring of the World Cup and
also for the Pirelli Calendar and the
Fulda Weather Service.
In second place in terms of notoriety
come the second brands of the big
corporate groups or the newer valuefor-money brands.
8
4
Question: Which tyre brands spontaneously come to mind (unsupported notoriety)? Basis: all, all responses expressed as percentages.
29
Unsupported and supported knowledge of a brand:
Splashing out makes a big splash.
100
Michelin
Continental
Supported notoriety [per cent]
Dunlop
Pirelli
Fulda
80
•
Goodyear
Bridgestone
Vredestein
60
Semperit
Klebér
•
Hankook
Toyo Pneumant
BFGoodrich
•
40
20
Kumho
•
0
0
20
40
60
80
100
Unsupported notoriety [per cent]
Size of the groups: spending on advertising in 2000-2005
In the last five years Michelin has
invested the most money in classical
advertising (approx. € 51 million gross,
source: AC Nielsen) and has thus
become the most well-known tyre
brand: in the supported question, but
mainly in the unsupported response.
Michelin is followed by the other ”big
spenders".
There seems to be a "critical mass" for
spending on advertising – mediumsized budgets do not achieve a high
degree of notoriety.
Despite considerable spending in
some cases, the newbies from the Far
East are only just starting to build up
their brands.
x-axis: What tyre brands spontaneously come to mind? (unsupported)
y-axis: Please mark all tyre brands that you know, regardless of whether you have just mentioned them or not.
Basis: all, all responses expressed as percentages. Spending on advertising in 2000-2005 (source: Nielsen Media Research).
30
Supported notoriety and willingness to buy:
People buy what they know.
•
65%
Continental
Michelin
Willingness to buy [per cent]
60%
•
55%
Goodyear
50%
45%
Dunlop
Kumho Tyres
•
Pneumant
Bridgestone
40%
Toyo
35%
Uniroyal
Klebér Semperit
Firestone
Vredestein
Hankook
25%
•
Pirelli
Yokohama
30%
Fulda
BF Goodrich
The supported notoriety of a brand has
a great influence on motorists'
willingness to buy.
Michelin, Goodyear and Continental
are three brands that stand out and
that motorists are more than willing to
buy.
But brands that are not so well known
are also bought if the price is right.
German motorists also find Trio
Kumho, Toyo and Pneumant, three
value-for-money specialists from the
(Far) East, to be more than averagely
attractive.
20%
0
20
40
60
80
100
Notoriety [per cent]
x-axis: Question: Please mark all tyre brands that you know, regardless of whether you have just mentioned them or not.
y-axis: Question: Which of these tyre brands would you consider for your next tyre purchase? Basis: brand known, all responses expressed as
percentages.
31
Where do tyre purchasers get their information from?
Buying tyres is something for specialised advisors.
•
•
•
In contrast to most consumer goods,
the advice given by friends and
acquaintances does not play a primary
role when it comes to buying tyres.
The dealer is first choice as a source
of information, followed by car
magazines and the internet.
Only for women is the advice given by
friends equally important as the
information they get from the internet
or a car magazine.
In part, the great importance of the
internet is certainly due to the fact that
the sample taken by the Market
Barometer are people who have no
problem about going online
40
Most important source of information [per cent]
•
Advice at the
place of purchase
30
Tests and article
in car magazines
20
Friends (Women)
Tests and articles
on the internet
Car magazines (Women)
10
Friends and
acquaintances
Tests and article in
newspapers or
other magazines
TV programmes
0
0
20
40
60
80
Source of information [per cent]
100
x-axis: Question: Suppose you want to buy new tyres. Where do you get your information from ? (multiple responses)
y-axis: Question: Which of these sources of information is the most important for you? Basis: all, all responses expressed as percentages (single
response)
32
Do motorists buy their tyres where they feel they get good advice?
•
•
•
•
•
The more competent a sales channel is
seen to be in terms of the advice given, the
more willing motorists are to make a
purchase.
However tyre dealers come into question
much more frequently as a place of
purchase than their narrow lead in terms of
advice given would suggest. Here the
deciding factors seem to be selection and
storage capacity.
The remaining sales channels can be
broken down into two classes: service firms,
car dealers and free garages are seen as
good advisers and equally relevant as a
place of purchase.
On the other hand, motorists do not have
much confidence in the internet, petrol
stations and supermarkets /DIY
hypermarket, which, for many, disqualifies
them as a place of purchase.
And: all target groups are of this opinion.
Comes into question as a place of purchase [per cent]
Good sales are made where good advice is given.
100
tyre dealers
90
80
70
Car service firm
(e.g. pit stop, A.T.U)
60
50
Authorised
car dealers
40
Free garage
30
The internet
20
Petrol station
10
Supermarket or
DIY hypermarket
0
0
20
40
60
80
100
Competence in terms of advice given [per cent]
x-axis: Question: How do you assess the competence of these places of purchase in terms of the advice given? Basis: competence in terms of advice
given high + medium
y-axis: Question: What places of purchase come into question for you for buying tyres? Basis: all, all responses expressed as percentages.
33
Conclusion:
Winter tyres - Communication.
•
•
•
•
•
•
Market transparency tends to be low in the case of winter tyres.
The miserly instinct of motorists nevertheless takes effect: for motorists' theoretical
willingness to spend money is rarely sufficient to actually buy branded winter tyres.
The established tyre brands spend a lot of money on communication and this pays
off. Value-for-money brands or trade brands are relatively unknown in the tyre market
in comparison with other sectors.
The notoriety of the ”big spenders" also has a positive effect on motorists' willingness
to buy. However, motorists who know the value-for-money brands do take them into
consideration when making a purchase.
Buying tyres involves handing out plenty of advice. Salespeople are seen as being
the most important source of information, followed by tests and articles in car
magazines.
The competence of a sales channel in terms of the advice given has a great influence
on motorists' willingness to buy tyres. Good sales are made where good advice is
given – and motorists' preference lies with tyre dealers. Selection at the place of
purchase certainly plays an important role here as well.
34
Contents
2. Winter tyres
• Market
• Consumer
• Communication
3. Winter service
35
What belongs to a winter servicing inspection?
Self-Service rather than professional.
I do it myself / I have it done
I don’t do it / I don’t have it done
I don’t know if that’s done
Topping up the windscreen wash fluid
and adding anti-freeze.
97
2 1
Putting winter equipment into the car (window defroster,
door lock defroster, ice scraper, frost protection screen).
95
4 1
89
Checking the coolant and adding anti-freeze.
Checking the depth of the treads and air pressure of the
tyres and the reserve wheel.
81
Checking the condition of the battery (charge, acid, poles).
Checking the underseal and corrosion protection.
34
52
Treating the rubber gaskets.
39
49
44
38
4
27
60
Checking the function of the electrics
(alternator, engine starter etc.).
2
15
68
Light test.
Conservation of the bodywork (cleaning the vehicle, waxing
the paintwork).
8
50
5
7
8
42
10
50
6
12
Question: Here are various things that you can do to make your car fit for the winter. Please place a cross next to what you do or have done to make
your car fit for the winter and what you don't do. Basis: all, all responses expressed as percentages.
36
Who carries out the winter servicing?
Winter servicing is something motorists tend to do
themselves.
•
•
•
Motorists know what winter weather
means – only 1 % of motorists make
no preparations for snow and ice.
However they do not worry so much
as to allow their cars to be serviced by
professionals - 63% of the
respondents do the winter servicing
themselves.
Among the professionals authorised
garages get the most custom.
42
I do it myself
Spouse/partner
15
Friends/family/acquaintances
6
Authorised garage
21
9
Free garage
36%
5
Car service firm
Petrol station
I don’t do anything to make
my car fit for the winter
63%
1
1
Question: The measures you take to make your car fit for the winter – where do you usually have this work done? Or do you tend to do it yourself?
Basis: all, all responses expressed as percentages.
37
How well accepted are winter service offers?
Well known: yes. Used: not so much.
No, I have not
noticed any winter
check offers.
•
9
37
No, I can't imagine
taking up such
offers in the future.
•
•
Yes, I have
noticed winter
check offers.
91
45
Yes, I can imagine
taking up such
offers in the future.
91% of motorists know about winter
check offers from garages – a high
percentage.
63% of German motorists count
themselves among the potential
customers for winter services.
However, some of this potential can
still be exploited: the figure of 18%
current users shows that only 29% of
the potential has been exhausted.
63%
18
I have already
taken up winter
check offers.
Question: There are also full offers from various garages, authorised car dealers and car service firms (such as pit stop, A.T.U) for a winter check of
your car. Have you ever noticed such offers? Question: Can you imagine taking up an offer for a winter check of your car in the future? Basis: all, all
responses expressed as percentages.
38
Conclusion:
Winter service.
•
•
•
Motorists tend to understand winter service as small, everyday things.
Only a few go to a garage to have these things done; for most motorists winter
service is something they do themselves.
The winter services offered by garages are known, but are not yet used very much.
39
Subjects that have appeared so far:
AUTO BILD Market Barometer
AUTO BILD Market Barometer 1/2005:
Autos clever kaufen (Smart car buying)
• Date of publication: October 2005
• Subjects: the discount war, kinds of discount, perception of
brands in the price war, cars for less than 10,000 euros:
acceptance and notoriety.
Information on studies already published can be found at:
www.mediapilot.de (> Forschungsberichte > Märkte)
40
Do you have any further questions about the
Market Barometer?
Contact us!
Peter Hoffmann
Ad Sales Director AUTO BILD
Phone: + 49 (0) 40 347-23256
Fax: + 49 (0) 40 347-24382
E-mail: [email protected]
Sylvia Wagner
Ad Sales Manager AUTO BILD
Phone: + 49 (0) 40 347-23014
Fax: + 49 (0) 40 347-24382
41
Your contacts at AUTO BILD
Axel Springer AG
Verlagsbüro Zeitschriften
Thorsten P. Schicke
Axel-Springer-Str. 65
10888 Berlin
Phone: +49 (0) 30 25 91-7 15 41
Fax: +49 (0) 30 25 91-715 43
Axel Springer AG
Christoph Schulze
Neuer Zollhof 1
40221 Düsseldorf
Phone: +49 (0) 2 11 3 86 45 16
Fax: +49 (0) 211 3 86 45 55
Axel Springer AG
Konstanze Hacke
Axel-Springer-Platz 1
20350 Hamburg
Phone: +49 (40) 3 47-28873
Fax: +49 (40) 3 47-28877
Axel Springer AG
Hannes Bergner
Walther-v.-Cronberg-Platz 13
60594 Frankfurt
Phone: +49 (0) 69 96 23 85 20
Fax: +49 (0) 69 96 23 85 33
Axel Springer
Verlagsservice Zeitschriften
Herbert Budich
Lister Str. 17
30163 Hannover
Phone: +49 (0) 5 11 9 60 42 32
Fax: +49 (0) 5 11 9 60 42 40
Axel Springer AG
Daniela Weh
Zeppelinstr. 116
73730 Esslingen
Phone: +49 (0) 7 11 3 19 91 23
Fax: +49 (0) 7 11 3 19 91 30
Axel Springer AG
Michael Sandvoss
Isartorplatz 8
80331 München
Phone: +49 (0) 89 21 10 34 86
Fax: +49 (0) 89 21 10 34 80
42
Your international contacts at AUTO BILD
Benelux
Maarten Beelaerts
Axel Springer Medie Groep Nederland B.V.
Postbus 27
NL-3980 CA Bunnik
Phone: +31 (0) 30 656 87 90
Fax: +31 (0) 30 656 87 91
France, western Schweitzerland
Jean-Robert Mamin
Axel Springer Media France
90, rue de Villiers
F-92532 Levallois-Perret Cedex
Phone: +33 (0) 1 55 62 09 90
Fax: +33 (0) 1 55 62 04 89
United Kingdom / Republic of Ireland
Alex McKibbin
Axel Springer AG – UK Branch
2 Princeton Court
53/55 Felsham Road
GB-London SW15 1BY
Phone: +44 (0) 20 87 89 49 29
Fax: +44 (0) 20 87 89 48 01
Italy
Sergio Mazzarella
Axel Springer Media Italia S.r.l.
Via Leopardi N° 21
I-20123 Mailand
Phone: +39 02 43 98 18 65
Fax: +39 02 43 40 04 25
Japan
Yutaka Mogi
Tandem Inc.
Kyodo Bldg. 4F
7-15-5 Ginza, Chuo-ku
J-Tokyo 104-0061
Phone: +81 (0) 3 35 41 41 66
Fax: +81 (0) 3 35 41 47 48
Northern/Central/Southern Europe/Africa
Patrizia Tealdi Thorn
Axel Springer AG
Advertising Sales International
D-20350 Hamburg
Phone: +49 (0) 40 3 47-2 29 95
Fax: +49 (0) 40 3 47-2 55 40
Austria / Liechtenstein
Helga Schnoor
Axel Springer AG
D-20350 Hamburg
Phone: +49 (0) 40 3 47-2 25 35
Fax: +49 (0) 40 3 47-2 55 40
Schwitzerland
Renato Oliva
Verlagsgruppe Handelszeitung
Seestrasse 344
Postfach
CH-8027 Zürich
Phone: +41 (0) 1288 94 88
Fax: +41 (0) 1288 93 51
Spain
José I. Gutiérrez
Publicitas International S.A.
C/ Goya 21, 1 Dcha.
E-28001 Madrid
Phone: +34 (0) 91 323 79 11
Fax: +34 (0) 91 733 59 58
U.S.A.
Michael Monheim
Axel Springer Group Inc.
500 Fifth Avenue, Suite 2800
USA-New York, NY 10110
Phone: +1 212 972 17 20
Fax: +1212 972 17 24
Axel Springer AG
Director: Imme Booß
D-20350 Hamburg
Phone: +49 (0) 40 3 47-2 78 42
Fax: +49 (0) 40 3 47-2 55 40
43

32% - Media Impact

Transcription

Similar documents

Roasdranger Zubehörkatalog

Mai 2016 - Klarmann

Semi-Annual Report 2016