GM COMPETITIVE RESEARCH By Brand Familiarity Consideration Factor Importance Share of Traffic (also by Model) Regional Observations

chevy

Chevy has relatively consistent strength in the utility/truck segments Its coupe presence (based on Camaro) is more volatile

Chevy has very solid consideration overall, though it has a disadvantage versus 2 of the 3 other brands that are truly full-line Silverado consideration helps it to make up its disadvantages versus Honda

Chevy’s esteem within most categories is mid-pack, but it’s lost strength in some of the most important ones

Chevy’s ratings land right about where would be expected for both buyer types

Chevy ranks 4th in shopper share, trailing the top 3 by a significant margin Source: KBB.com Omniture

Trax launched first but has not been able to build interest the way the other new models have When HR-V and CX-3 are fully launched they should be the primary targets for Trax, along with Renegade. This is a good way to put more emphasis on mobile with young buyers. Source: KBB.com Omniture 8 |

Camaro’s next generation has an uphill battle against the recently launched Mustang, which drives the category Source: KBB.com Omniture

Cruze continues to sell well, but shopper awareness is low Source: KBB.com Omniture Source: KBB.com Omniture

Spark outshines the better-selling Fit and only slightly trails the segment-leading Versa Source: KBB.com Omniture

Volt still has a traffic advantage versus Leaf, despite having been eclipsed in sales in 2013 Source: KBB.com Omniture Source: KBB.com Omniture 12 |

Malibu struggles to generate shopper interest and can benefit by targeting non-Japanese OEMs Source: KBB.com Omniture Source: KBB.com Omniture 13 |

Tahoe has a huge lead in the segment, yet Yukon holds its own, with both GM models having big advantages Source: KBB.com Omniture

Corvette continues its incredible strength versus the rest of the sports car segment Source: KBB.com Omniture

Ford does significantly better than Chevy in traffic, particularly in the import markets. Source: KBB.com Omniture

gmc

GMC is fairly strong in trucks and utilities, but its pickup score dropped off recently as F-150 gained more attention

GMC’s presence in the full-size truck segment helps it to land mid-pack, despite its limited lineup Acadia has also been a strong force within the brand

GMC has very solid rankings for many factors, including some of the most important ones like quality and safety

GMC naturally spikes in ruggedness for both types of buyers, but still has a fairly low prestige rating among lux buyers

GMC’s traffic is only about half that of rival Jeep’s, due to that brand’s strong recent launches Source: KBB.com Omniture

Acadia interest is above stablemate Traverse, but the leaders have big advantages Source: KBB.com Omniture

Canyon interest is rising and catching up with the Colorado’s early lead Together they challenge perennial leader Tacoma for interest, though there’s likely big overlap Source: KBB.com Omniture

Sierra’s position in the lower tier is a function of its twin status with Silverado Source: KBB.com Omniture

Terrain’s age doesn’t help it capture much traffic within this growing segment Although only CX-5 seems to have really closed the gap with CR-V Source: KBB.com Omniture

Ford Now Leads In North & South Central, & Chevrolet Ranks Higher In Both Regions Source: KBB.com Omniture

GMC has a disadvantage versus Jeep throughout the country, but this gap is very big in the Northeast Source: KBB.com Omniture

buick

Buick’s brand familiarity is fairly strong, but also volatile, making its foothold in the luxury world somewhat tenuous

Buick has high consideration among luxury because of its tweener pricing Regal and Verano are perhaps a bit lower in their contributions than would be ideal

While still the most affordable lux brand, Buick has lost ground in many of the other categories

Buick’s prestige rating is high among non-lux buyers, but luxury buyers consider it highly affordable

Buick’s traffic is not far above Chrysler’s, and below such tweener premium brands like VW and Acura Source: KBB.com Omniture

Enclave’s traffic is closer to that of premium CUVs like QX60 and Q7, rather than lux leaders MDX and RDX Source: KBB.com Omniture

Encore’s interest has dropped off since launch, losing ground to new intros like HR-V and Renegade Source: KBB.com Omniture

LaCrosse interest is stable, competitive with Taurus and 300 Source: KBB.com Omniture

Regal is an also-ran among mid-sizers, with its premium placement not helping consumer understanding Source: KBB.com Omniture

Verano doesn’t generate the excitement of the new German entries, nor the volume consideration of the mainstream compacts Source: KBB.com Omniture

Buick has been at parity with Lexus in the Midwest, but has a big disadvantage elsewhere, especially the West. Source: KBB.com Omniture

Cadillac

Cadillac had a spike in familiarity among coupes with the ATS coupe launch but has not been able to sustain this momentum

Cadillac’s consideration is at the bottom of the first tier of lux brands, showing it’s made progress with the relaunch

Cadillac’s ratings among the 15 luxury brands are middling, so the brand does have some ground still to cover

Cadillac’s ratings among luxury buyers only spike for driving comfort and affordability, likely remnants of the brand’s earlier products

Cadillac’s traffic share is close to the top tier of luxury brands Source: KBB.com Omniture

CTS has a good amount of strength within the segment, with interest on par with Audi and Lexus Source: KBB.com Omniture

ATS is in the thick of the competition, but has not been able to spark interest to catch BMW Source: KBB.com Omniture

SRX is mid-pack for the segment, though target competitor RX has a huge lead Source: KBB.com Omniture

XTS has significantly lower interest than the Lexus ES despite similar executions Source: KBB.com Omniture

Escalade has solid traffic, close to that of the GL, and well above the competing Ford and Toyota products Source: KBB.com Omniture

Cadillac also has a much bigger disadvantage to BMW in the West, but even in the Midwest it’s not at parity. Source: KBB.com Omniture