Which car brands lead in emotional horsepower? BrainJuicer's System 1 Brand Tracking study in Germany reveals the strongest car brands and why emotion (not reason) is the strongest driver in the consumer decision-making process.

1. Everyone Loves CarsEveryone Loves Cars…But Which Ones?…But Which Ones?
System 1 Brand Health Tracking – Feb. 2015System 1 Brand Health Tracking – Feb. 2015

3. Our Approach To…Our Approach To…
System 1 Brand Health TrackingSystem 1 Brand Health Tracking

4. Human behaviour is driven by
two decision-making Systems:
Human behaviour is driven by
two decision-making Systems: 1 + 2

5. “We are not
thinking machines
that feel – we are
feeling machines
that think”
“We are not
thinking machines
that feel – we are
feeling machines
that think”

6. Logical
Slow
Rule based
Tiring
Considered
Intuitive
Fast
Emotional
Effortless
Automatic
System 2System 2 System 1System 1

9. What 3 things come to your mind
when you think about [brand]?
Simple and easy to use
Easy to understand26
36
The opportunity to give real
opinions
Good fun to do20
25
Less manipulative than most
They help make a difference
and are good fun
13
13
Interesting and informative
Interesting11
12
They are about interesting
products
Very topical and informative10
10
(Sample: 1373 x All)%

10. [LOGO]
High Quality

11. Findings SummaryFindings Summary

12. 3
4
4
4
2
2
2
2
2
2
2
2

14. Results OverviewResults Overview

15. 72
78
40
63
Emotion-into-Action™ Score

17. 98
96
96
95
93
91
91
90
90
89
88
95
VW
BMW
Mercedes
Opel
Ford
Peugeot
Nissan
Mazda
Mini
Hyundai
Kia
Dacia
% of respondents
Which of the following brands are you aware of? Please tell us if you or your household owns a car of one
of the following brands.
27
13
12
12
5
5
4
3
3
3
2
9
VW
Opel
BMW
Ford
Mercedes
Hyundai
Peugeot
Kia
Nissan
Mazda
Dacia
Mini
% of respondents

18. 7 11 7
16 13
5
14
8 6
2
7 10
58
54
52 31
26
27
15
20
18
20 13
13
27 27
31
43
44
53 61 63 67
63 63 57
2 1
1
5 4
2 1
2
3
2
1 1 1
2
1
1 1 1
1 1
4
3 3 2
6 6
10
2 4 4 6 7 8
3 4 5 6 7 6
1.68 1.67 1.63 1.28 1.17 0.99 0.81 0.75 0.70 0.78 0.75 0.92
2 1 4 4 3
VW (251) BMW
(250)
Mercedes
(250)
Mini (248) Opel
(251)
Ford (251) Hyundai
(247)
Mazda
(251)
Nissan
(250)
Peugeot
(251)
Kia (251) Dacia
(249)
%ofrespondents
Contempt
Disgust
Anger
Fear
Sadness
Neutral
Happiness
Surprise
Intensity Score
measured on a
scale from 0 to +3
76,4 76,2 73,8 67,8 62,9 62,6 62,4 61,8 60,7 59,3 57,4 57,1 EiA™ Score

19. % Agreeing under time pressure
-2E
+26
4
Different
Distinctive
Famous brand
Trustworthy brand
Reliable
High Quality
Technologically advanced
Sporty
Attractive design
Luxurious
Good value for money
Good fuel economy
Environmentally friendly
City car
Test average VW (251) BMW (249) Mercedes (250) Mini (248)
4 3

20. % Agreeing under time pressure
-2E
+25
6
Different
Distinctive
Famous brand
Trustworthy brand
Reliable
High Quality
Technologically advanced
Sporty
Attractive design
Luxurious
Good value for money
Good fuel economy
Environmentally friendly
City car
Test average Opel (251) Ford (251) Hyundai (247) Mazda (251)
Nissan (250) Peugeot (251) Kia (250) Dacia (249)
2

21. For full results and/or to learn moreFor full results and/or to learn more
about BrainJuicer’s System 1 Tracking,about BrainJuicer’s System 1 Tracking,
contact us at enquiries@brainjuicer.com.contact us at enquiries@brainjuicer.com.
GET IN TOUCHGET IN TOUCH
Visit us online at www.brainjuicer.com.Visit us online at www.brainjuicer.com.