The automotive industry has an average Brand Intimacy Quotient of 44.5, and is our top ranking industry.
Three of the overall Top 10 brands-Harley-Davidson (the #4 ranked brand), BMW (#9) and Toyota (#10)-are from this category, where fulfillment is the dominant archetype. The category has higher than average levels of fusing, bonding and sharing. Automotive is the top industry for males, those ages 35+ and those with a higher income. Harley-Davidson is the top automotive brand for men, those 35-64 years old, and those with an income of $35,000-$75,000. Women rate Honda the highest and Chevrolet ranks #1 among millennials, while Toyota is best for those earning $75,000-$99,999. Customers making over $100,000 prefer Ford.
Toyota and Ford are similarly oriented intimate brands, with Toyota having a slight edge over Ford in terms of being the stronger intimate brand. When reviewing their profiles, you see Toyota has 42 percent of its customers in some form of intimacy, while Ford is lower at 34 percent. Toyota has more sharing customers, while the brands are tied with fusing and bonding customers. When reviewing the archetypes, some differences emerge. Fulfillment, the dominant category archetype, is stronger with Toyota, as are enhancement and indulgence. Yet Ford is seen as being more strongly related to identity, ritual and nostalgia, painting a picture of a brand that resonates deeply, is ingrained into daily life, and is associated with warm memories of the past. If Ford can get more of its customers into the intimacy funnel, it would be in a stronger position to challenge Toyota and other higher-ranking automotive brands.
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