ADAC places BMW on third place in AutoMarxX brand ranking

News | November 28th, 2010 by 10
ADAC AutoMarxx November 2010 733x500

German equivalent of AAA, ADAC, publishes their second annual AutoMarxX brand study which consists of individual criteria, brand image, market strength, customer satisfaction, product strength, …

German equivalent of AAA, ADAC, publishes their second annual AutoMarxX brand study which consists of individual criteria, brand image, market strength, customer satisfaction, product strength, environmental performance and safety. It thus provides an overall picture of current performance levels of the leading car brands.

While in May 2010, BMW was recognized as the leading brand, now the Munich-based automaker falls on the third spot, behind Mercedes-Benz and Audi. Eight times in a row, Mercedes was denied at the top of the podium, but the Stuttgart-based company takes the top spot in the ADAC brand AutoMarxX investigation.

Volkswagen (rank 4) and Volvo (Rank 5) have each improved by one place, while Skoda falls back to sixth. Porsche (Rank 7) swaps places with Toyota. Honda and Seat complete the first ten ranks.

Here are the winners in their respective categories:

ADAC AutoMarxx November 2010 655x1583Brand image (10 percent): Audi

Market strength (10): Volkswagen

Customer satisfaction (15): Subaru

Product thickness (vehicle quality) (30): Audi

Environmental behavior (15): Skoda

Active and passive safety (20): Mercedes

In terms of security, the investigation shows that BMW fell from 1.0 grade to 1.8. In Germany, the lower number signifies a better ranking. During the same period, Audi also deteriorates in the security area from 1.3 to 1.7. Mercedes is ranked at 1.0 now.

In the environmental behavior section, BMW’s evaluation went down to 2.1 from 1.9, although the new BMWs consume more power with less fuel and emit fewer pollutants. Overall, BMW’s cored went from 1.89 to 1.97, while Mercedes has improved from 2.06 to 1.92. Audi was able to pass BMW with a smaller decline from 1.90 to 1.95.
[Source: ADAC via BimmerToday ]

10 responses to “ADAC places BMW on third place in AutoMarxX brand ranking”

  1. Heddlu_Cymru M5 says:

    Keep working on it BMW, we can be up there again in no time! Congratulations Audi, even I’m a BMW fan but they deserve their win on this one. They cannot be up there for long, somebody will be up there back again ;)

  2. FreudeKing says:

    Exactly what I have been warning about for the past few months. BMW has not been getting their priority right. They have cut cost extensively in all the wrong areas.

    To sum up BMW’s failure (I know most fans will not like this, but I am a fan too and would like BMW to do better):

    1. Cost cutting strategy, cutting on quality of their products (evident in the record number of recalls this year for the company – more than 10 HUGE recalls). Yes, it isgood that companies recall cars as they show their responsibility to the public, but this is unneccessary if you had good quailty controls in place to make sure your products are up to scratch before giving it to your customers. There should not be a defect in the first place. This is the highest number in BMW’s history.

    2. Lack of customer understanding (e.g. look at the run flat tyres situation, people are flocking away from the brand to have a more pleasant ownership experience) Please give customers a CHOICE!

    3. Lack of marketing of the brand’s core identity. Yes, Efficient Dynamics is a must for BMW. But BMW’s core identity is spotiness, quality, style and brilliant driving dynamics. I think the JOY campaign is getting lame and it is also quite irritating. Joy is this, Joy is that, blah blah blah. Every single dealerhip’s advert including second hand cars start with the statement JOY and I am getting really irritated with that as it does not tell me anything particular, it is becoming a cliche and it is becoming stale. I am reading these things and thinking to myself: not again. Liek I said before, advertise what you offer and I will decide whether it gives me JOY or not.

    4. It is also clear that BMW has cut down on advertising and marketing expenditure. This has allowed Audi to gain significant market share over the past few years by taking opportunities that BMW is not utilising, in fact, the exact same elements that made BMW the BMW today. Audi is marketing their sportiness, saying that they are very sporty while BMW is embarking on JOY campaigns with efficient dynamics. The cutting of the quality of marketing materials incluing the use of extremely cheap quality magazine paper as well as the elimination of the printed BMW magazines will further impair the company’s future as management try to squeeze every extra cent of profit for this year’s financials to boost share price and their own bonuses.

    5. Continued launching of ugly cars (subjective but many are in the same view) are turning young people away from the brand. Look at the X1’s front, this is a car supposed to be for the younger population but we think it is extremely ugly! Yes, it will sell well but not because it looks good, because it is the cheapest BMW SAV. This actually damages BMW’s image in our minds. They cannot make elegant, sleek and modern looking cars that are pleasing to the eye. BMW has underestimated the damage that the R8 has done to the BMW Group. Their delayed decision to come out with a competitor has caused the public to incraese their perception of Audi and decrease their positive perception of BMW. Do you think students would rather put a 5GT poster on their walls instead of the Audi R8? I don’t think so.

    The above are just a few things that has caused BMW’s slip in their dominance in the premium market and they are about to be overtaken by Audi. The best indication of the above is market share, which is also the leading indicator for financial performance.

  3. Babken says:

    SHAME, BMW! Go on recalling your unreliable automobiles.
    I’m starting to lean towards Mercedes-Benz. Well done, MERCEDES-BENZ!

    • Daniel Hoang says:

      All German Cars have reliability issues. Didnt Benz get a recall last month on 85,000 2010-2011 vehicles for Power steering problems. What about the last generation S class. Consumer Reports rated it the least reliable of ALL Luxury cars. Get a Japanese or Recent American ( except Daimler/Chrysler ) car if you want good Reliability.

      • FreudeKing says:

        This article highlights other issues besides reliability, but yes, BMW’s reliability seems to be slipping with these recent massive recalls each month.

      • JakeM says:

        The last-generation A8 and 7-Series also had massive electrical problems and recalls. This generation of top German flagship cars are much better.

  4. I agree with FreudeKing about his 5th point. I also think the fall of the brand appeal and image is directly linked to the departure of Chris Bangle and the new conservative and homogeneous design their product line is taking imho. MB is definitely taking the lead on avant-guarde designs.

  5. I’m surprised by the Brand Image ratings. Personally I would think it would be #1 Benz #2 Porsche #3 BMW , Porsche and BMW could be interchangeable, either or could be in the #2 position. This is not based on reliability ore recalls btw but strictly “brand image”. There is no way I would put Volkswagen or Volvo ahead of Porsche.

  6. Danny Shore says:

    i was gonna comment earlier on this ranking but my HPFP exploded

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