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 Autos
Taking the Road Less Traveled

By Steve Miller

In April, a revolution went down. New vehicle sales dipped, cars began to outsell trucks, and sales of compacts and hybrids leaped, gratifying greenies everywhere and giving the auto industry a headache. The pain has extended into the media industry. Crippled by production cycles that are about three years behind the market, marketers at U.S. automakers are stuck trying to hype cars that are much less attractive now that gas has hit $4 a gallon.
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Top Brands by Category:
  Brand/Parent Company Lead Agency/Location Total Sales (units) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  GENERAL
  1. Chevrolet/General Motors Campbell-Ewald / Warren, MI 2,250,352 606.40 6.79 87 5.95 57.9  
  2. Toyota /Toyota Motor Sales Saatchi & Saatchi / Torrance, CA 2,161,467 906.30 7.87 85 6.56 63.5  
  3. Ford /Ford Motor Team Detroit / Detroit, MI 2,087,048 950.20 6.83 94 5.55 55.9  
  4. Honda /American Honda RPA / Santa Monica, CA 1,371,438 678.40 7.32 77 6.05 57.7  
  5. Dodge /DaimlerChrysler BBDO / Troy, MI 1,058,402 519.10 6.48 81 4.91 47.7  
  6. Nissan /Nissan NA TBWA\Chiat\Day / Playa del Rey, CA 941,200 781.30 7.3 71 6.09 56.8  
  Brand/Parent Company Lead Agency/Location Total Sales (units) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  LUXURY
  1. Lexus /Toyota Motor Sales Team One / El Segundo, CA 329,177 243.40 7.96 64 5.49 55.1  
  2. BMW / BMW GSD&M / Austin, TX 293,795 153.50 7.44 62 5.67 54.8  
  3. Mercedes-Benz / DaimlerChrysler Merkley + Partners / New York, NY 253,277 235.60 7.9 64 5.49 55.8  
  4. Cadillac / General Motors Modernista! / Boston, MA 214,726 227.60 7.05 71 5.23 52  
  5. Acura / American Honda RPA / Santa Monica, CA 180,104 229.30 7.04 54 5.28 51.9  
  6. Lincoln / Ford Motor Y&R Brands / Irvine, CA 131,487 232.20 6.68 63 4.9 49.8  
  7. Infiniti / Nissan NA TBWA\Chiat\Day / Playa del Rey, CA 127,038 221.90 7.02 42 5 49.1  
  8. Volvo / Ford Motor Arnold / Boston, MA 106,213 117.30 7.26 62 5.09 52.4  
  9. Audi / Volkswagen Venables, Bell and Partners / San Francisco, CA 93,506 31.80 7.31 52 5.61 53.2  
  10. Porsche NA / American Honda Cramer-Kressalt / Chicago, IL 34,693 28.70 7.6 55 4.74 50.8  
  Brand/Parent Company Lead Agency/Location Total Sales (units) Media Expenditures ($ millions) Quality Familiarity (%) Purchase Intent Equity  
  COMPACT/SUBCOMPACT
  1. Toyota Corolla / Toyota Motor Saatchi & Saatchi / Torrance, CA 371,390 48.40 7.13 73 5.03 50.5  
  2. Honda Civic / American Honda RPA / Santa Monica, CA 331,095 108.30 7.62 77 5.71 56.4  
  3. Chevy Cobalt / General Motors Campbell-Ewald / Warren, MI 200,620 21.90 6.02 37 4.33 42.9  
  4. Ford Focus / Ford Motor Team Detroit / Detroit, MI 172,213 4.20 6 64 4.38 43.3  
  5. Nissan Sentra / Nissan NA TBWA\Chiat\Day / Playa Del Rey, CA 106,552 83.10 6.66 57 5.37 50.1  
  MIDSIZE SEDAN
  1. Toyota Camry / Toyota Motor Saatchi & Saatchi / Torrance, CA 473,108 137.20 7.59 73 6.23 59.3  
  2. Honda Accord / American Honda RPA / Santa Monica, CA 392,231 201.30 7.39 74 5.64 55.2  
  3. Chevy Impala / General Motors Campbell-Ewald / Warren, MI 311,128 37.30 6.85 67 4.85 49.4  
  4. Nissan Altima / Nissan NA TBWA\Chiat\Day / Playa Del Rey, CA 284,762 261.00 6.91 55 5.19 50.5  
  5. Pontiac G6 / General Motors Campbell-Ewald / Warren, MI 150,001 36.10 6.7 40 5.33 50.1  
  TRUCKS/VANS/SUVS
  1. Ford F-Series / Ford Motor JWT / Detroit, MI 690,589 94.90 6.42 54 5.52 51.5  
  2. Chevy Silverado / General Motors Campbell-Ewald / Warren, MI 618,257 229.70 7.17 59 5.59 55.2  
  3. Dodge Ram / DaimlerChrysler BBDO / Troy, MI 358,295 109.40 6.14 68 4.59 45.9  
  4. Honda CR-V / American Honda RPA / Santa Monica, CA 219,160 32.00 7.2 51 5.23 52.7  
  5. GMC Sierra / General Motors Leo Burnett / Detroit, MI 208,243 130.70 6.73 42 5.04 48.9  
  6. Toyota Tundra / N/A Saatchi & Saatchi / Torrance, CA 196,555 309.60 6.65 55 4.83 47.4  
  7. Toyota Tacoma / Toyota Motor Saatchi & Saatchi / Torrance, CA 178,328 33.70 7.15 59 5.04 49.7  
  8. Honda Odyssey / America Honda RPA / Santa Monica, CA 173,046 44.70 7.03 46 4.66 47.2  
  9. Toyota RAV4 / N/A Saatchi & Saatchi / Torrance, CA 172,752 29.60 6.97 51 4.63 44.8  
  10. Chevrolet Tahoe / General Motors Campbell-Ewald, Warren, MI 146,256 37.30 6.78 58 4.52 46.3  
PREV CATEGORY NEXT CATEGORY Sources: Autodata/Nielsen Monitor-Plus (excludes online)/EquiTrend:QxFxPI=E (see Methodology)

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