The automotive industry is in second place out of 15 industries in MBLM’s U.S. Brand Intimacy 2020 Study, which reviews various brands based on emotions.
The average Brand Intimacy Quotient is 31. In the number one slot is Media & Entertainment (with 46.7), followed by Automotive (46.2), Tech & Telecom (42.9), Retail (42.5), and Consumer Goods (37.5).
The U.S. automotive industry had an average Brand Intimacy Quotient of 46.2. Ford topped the list with 64.9, followed by Jeep (60.0), BMW (55.0), Chevrolet (54.5) and Toyota (51.0). Mercedes-Benz was sixth, Honda seventh, Harley-Davidson eight, and GMC and Audi ninth and 10th respectively.
“The automotive industry continues to perform very well in our annual study with four brands in the top 10 most intimate brands,” said Mario Natarelli, Managing Partner, MBLM. “The industry has been so successful because of the important relationship that people have with their cars and the ways in which they connect with them.”
Ford was top among men, millennials and consumers over 35 years old. The brand was also a leader among auto brands for people with incomes under $100,000, while consumers with incomes over $100,000 preferred BMW. Chevrolet was the top auto brand among women, and Toyota was the top-performing brand for fulfillment.
“We believe that automotive brands can deepen and enhance their relationships even further by looking for new ways to build bonds with customers,” said Natarelli.
View the rankings here.
