The automotive industry has an average Brand Intimacy Quotient of 49, well above the cross-industry average of 38.1. Toyota ranks first in the industry, up from fifth position. Ford, the previous top brand, is now in third place. Consumer preference for Mercedes-Benz and Harley-Davidson has increased, while preference for Jeep and BMW has decreased.
Automotive ranks second this year, behind media & entertainment. The industry's overall performance has improved, and the Quotient Score average is up 6.1 percent compared to our previous study. Mercedes-Benz is the top brand for those earning over $150,000, while millennials and those earning $50,000 or less rank Toyota as number-one.
During COVID, automotive brands rank higher than the industry average for fulfillment, associated with performance, and identity, which is linked to aspiration and shared values. It is also the top-ranked industry for sharing and bonding, two out of the three stages that measure the depth and intensity of intimate relationships.
Fulfillment is the dominant archetype for automotive. In fact, automotive is the #1 ranked industry for fulfillment. Additionally, nearly half of customers surveyed were in some form of intimate relationship with category brands, an increase of 38 percent from our last case study. Mercedes-Benz is the top brand for men, while women favor Toyota.
Comparing the top two automotive brands, Toyota and Chevrolet, we see Toyota exhibiting stronger archetype associations in all categories except nostalgia. In terms of stages, Chevrolet has more sharing customers, but Toyota leads in bonding and fusing, with a particularly strong advantage in bonding.