Measuring brand awareness of all hybrid cars models in EU

The hybrid cars market, a glimmer of hope for a gloomy French car market?

What search data reveal

What brands have the best awareness in every region, department and major city?

When do people search the most about hybrid cars? Is seasonality similar in all regions & departments?

Is there any local trends? Or specific brands and models more search by location?

What drive consumers to buy and engage in hybrid cars? Are State subsidies or price strong category attributes for potential buyers?

More than a niche market: 19+ million searches over the last 12 months.

When comparing to these countries’ populations, that means 7,2k search for 100.000 population every month.

Topping the competition, with more than 8,3M search volume over the last 12 months, Toyota generated almost 3x more interest than Honda (2nd). Toyota’s search volume is highly seasonal and was strongly hit by the overall decrease in search volume during the 1st lockdown (mid-March ’20 to mid-May ’20) with c. 60% decrease in interest in May ‘20 vs. average.

Japanese car models are leading the way for the hybrid revolution.

80% of the top-20 car models (in search volume) are trusted by Japanese brands (i.e. Toyota, Honda, Lexus and Mitsubishi). Only 5 European car models make it to the Top-20: 3008 Hybride from Peugeot (12th), Ford Puma and Kuga (9th and 10th), and Fiat 500 hybrid (11th).

What we learn with Trajaan

75%+ of car models with highest brand awareness are made by Japanese brands (Toyota, Honda, Hyundai).

French car manufacturers appear to be outpaced with the 3008 Hybride (6th) and the DS 7 Hybride (15th).

Bordeaux is the city with the highest affinity to the hybrid car market while Paris is 3rd.

… And so much more!

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