The dream cars of the Germans: Mercedes taking the lead in close race with Audi and Volkswagen

Survey on popularity of car brands by Simpson Carpenter Automotive

London / Bielefeld, (PresseBox) - German car drivers dream again. There has been a marked increase in the number of luxury and premium brands that were selected as "dream cars" in the recent survey compared with the previous year. Following Mercedes? disappointing 3rd place in the "dream car? ranking the year before, in 2009 the brand is back in its customary pole position despite very strong competition from Audi and Volkswagen. "There has never been such a close race before", comments Stoyan Kamburow, European Automotive Director at Simpson Carpenter Limited. "The results for all three brands vary by as little as 0.6 percent, which means that statistically speaking all three brands can be declared winners."

Simpson Carpenter?s automotive market research team carried out a representative survey into Germans? dream cars at the end of 2009. The results see Mercedes back in the pole position with 13.9 percent of all votes, closely followed by Audi and Volkswagen. BMW, in turn, trails behind the three leading brands by a significant margin. Porsche takes a remarkable 5th place in the dream cars survey, as Germany is just starting to recover from its heaviest recession.

A total of 1,502 car drivers were interviewed over the telephone for the survey. Respondents were asked to name their "dream car?, i.e. to select the brand and model they would choose to purchase provided they had an unlimited amount of money available to buy a new car.

German motorists are becoming "more daring? again and dream of car brands and models which are, for the majority of respondents, beyond their financial means. Never before have so many respondents (13 percent of all) stated a luxury brand (Aston Martin, Bentley, Ferrari, Maybach, Rolls Royce, etc.) as their "dream car".

By comparison, in December 2008 the figure was a mere 4.5 percent. These survey results can be seen as "a sign of growing optimism and confidence in the economic future", comments Stoyan Kamburow.

At the same time, a shift is taking place from what we termed last year a "trend towards greater carmodesty? towards a new trend which can be summarized as "renouncement of quantity (segment downsizing, i.e. smaller cars), without renouncing quality (brand image, innovation and product quality)?. Survey results show this trend in a particularly pronounced way at model level.

Simpson Carpenter Limited

Simpson Carpenter Ltd. is a firm of survey research advisers, bridging the gap between traditional market research agencies and management consultants. We design and manage the research process, nationally and internationally, employing both qualitative and quantitative techniques. We have developed groundbreaking methods, employing the most advanced modelling techniques, in the areas of brand development, advertising research and market segmentation. But no matter how sophisticated the research design, we always provide actionable advice, simply stated. We focus on three vertical market sectors, of which Automotive is one.

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