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

2. chevy

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

4. 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

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

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

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

8. 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
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9. Camaro’s next generation has an uphill battle against the recently launched Mustang, which drives the category
Source: KBB.com Omniture

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

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

12. Volt still has a traffic advantage versus Leaf, despite having been eclipsed in sales in 2013
Source: KBB.com Omniture
Source: KBB.com Omniture
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13. Malibu struggles to generate shopper interest and can benefit by targeting non-Japanese OEMs
Source: KBB.com Omniture
Source: KBB.com Omniture
13 |

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

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

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

17. gmc

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

19. 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

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

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

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

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

24. 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

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

26. 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

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

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

29. buick

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

31. 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

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

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

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

35. 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

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

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

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

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

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

41. Cadillac

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

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

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

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

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

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

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

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

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

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

52. 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