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ㅇIn diesel-related issues, the view to regard it as the matter of VW group and further of all European cars
is still dominant |
- The view to regard domestic, Japanese and US diesel cars having the same problem has gradually
decreased (Table 1). |
- Purchase intention that had converged to domestic car fell after mid-October. |
- Japanese and American cars led the recovery of Purchase intention for imported cars [Table 3] |
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ㅇPurchase intention for imported cars is in recovering trend but the actual purchase is after observing a
little more. |
- 44% of imported car purchase intenders (31% of domestic) postponed purchase timing [Table 5] |
- Poor sales of imports appears to be continued for a while |
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ㅇPurchase intention for hybrid & gasoline turned into declining, while the weak diesel is in recovering
trend. |
- Purchase intention change for hybrid & gasoline has decreased, while diesel rebounded from the bottom
[Table 2] |
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ㅇEmotional response for premium brands (Benz, BMW) had relative less impact, while Imported Mass
Brands and domestic had a large impact. |
- Japanese Mass Brands has risen after a declining |
- Hyundai, Renault Samsung & Ssangyong fell after rising [Table 6] |
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"Exigent consumer study", which has been ongoing for a total of six times weekly from immediately after the VW diesel scandal that occurred on September 22, is wrapping up. |
We thank all the people who expressed their interest during the past six weeks, and promise to continue the role as Insight Provider even after this event. |
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================================== |
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♦ Reference: Study outline |
I. Progress
- 2015. 09. 22 Spreading of public opinion after admitting VW EA189 engine related problem
- 2015. 09. 24 1st Diesel issue exigent consumer study
- 2015. 09. 29 2nd Diesel issue exigent consumer study
- 2015. 10. 08 3rd Diesel issue exigent consumer study (Added emotional response survey question)
- 2015. 10. 15 4th Diesel issue exigent consumer study
- 2015. 10. 21 5th Diesel issue exigent consumer study
- 2015. 10. 28 6th Diesel issue exigent consumer study (Final)
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II. Study design
- Sampling frame : Annual Automobile Syndicated Study respondents conducted in Jul. 2015 by Consumer
Insight
- Target sample : New car purchase intenders within 2 years among Syndicated Study respondents
(31,809 persons)
- Number of samples : Around 1,200 persons in each wave (Total 6,994 persons for 6 waves)
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III. Major study contents |
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• Exigent consumer study |
- Diesel engine scandal awareness |
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- Range of responsible automakers |
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- Change in purchase intention by country of origin |
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- Change in purchase intended fuel type |
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• Emotional response study |
- Emotional response on auto manufacturing country |
(Added from 3rd study) |
- Emotional response by vehicle brand(5 domestic, 14 imported brands) |
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- Emotional response by Country x Fuel type |
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