1. Creativity, Challenge, Confidence www.mktinsight.co.kr 마케팅 인사이트 민윤석 연구원 Tel. 02-6004-7645 minys@mktinsight.co.kr Mobile Consumer Trends 2007 Automotive Consumer Trends 2007 한국 자동차 산업 이미지, 1 년 새 급속히 추락 - ‘ 싸고 좋은 차 만든다 ’ 59.7%  42.7% 로 17%p 하락 - ‘ 잔 고장 없는 차 만든다 ’ 16.6%  7.9% 로 8.7%p 하락 점점 강해지는 일본차 이미지 - 잔 고장 없고 (38.0%), 디자인 좋은 차 (29.7%), 5 년 후 1 위 수입차 (38.8%), 경계해야 할 대상 (49.4%) 1 위 새로운 위협으로 떠오르는 중국 - 경계해야 할 나라 중국 22.7% 로 일본 (49.4%) 다음의 2 위 차지 독일은 ‘ 안전한 차 ’(53.0%), ‘ 첨단 기술 ’(42.6%) 에서 단연 앞서 SCC Analysis - 3. Image : Origin Effect of Manufacturers 1. 본 Automotive Consumer Trends 는 ㈜마케팅인사이트의 제 7 차 (2007 년 ) 자동차 기획 조사 ( 표본집단 : 105,149 명 ) 결과로 부터 나온 것입니다. 마케팅인사이트는 2001 년부터 년 1 회 자동차 소비자에 대한 대규모 조사를 실시해왔으며, 이 조사는 2007 년 7 월 E-mail Survey 방식으로 수행되었습니다. 2. Automotive Consumer Trends 는 2007 년 9 월 17 일부터 매주 2 회 ( 월 / 수 ) 발행될 예정이며, 자세한 일정은 뒷부분에 첨부된 일정을 확인해주시기 바랍니다. ACT 의 첫번째 부분인 SCC 분석 (Six Core Competence Analysis) 은 각사의 경쟁력을 여섯 개의 주요 역량 요인별로 평가한 결과로써, SCC 분석에 따라 우량 기업은 최소 1~2 개 부분에서 탁월해야 하며, 어떤 부분에서도 약점이 발견되지 않아야 합니다.

2. - 1 -Automotive Consumer Trends 2007 (unit: %) [ Table 1. Origin Effect – A Country of Advanced Technology ] Q.Which country is most applicable to each of the following statement?  Origin Effect – A Country of Advanced Technology (unit: %) KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) 3.518.920.31.546.49.5(4,045) 4th (2004) 4.616.820.01.346.610.7(7,068) 5th (2005) 9.415.422.21.240.711.2(7,168) 6th (2006) 11.716.422.41.041.27.3(3,682) 7th (2007) 5.712.726.41.042.611.8(4,229) (unit: %) Wave (year) (7th Syndicated Research)

3. - 2 -Automotive Consumer Trends 2007 (unit: %) [ Table 2. Origin Effect – A Country Making Good & Economical Cars ]  Origin Effect – A Country Making Good & Economical Cars KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) 49.95.520.62.95.915.1(4,045) 4th (2004) 52.54.921.12.15.014.3(7,068) 5th (2005) 56.44.618.12.14.914.0(7,168) 6th (2006) 59.74.517.21.64.412.6(3,682) 7th (2007) 42.75.824.52.05.319.8(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

4. - 3 -Automotive Consumer Trends 2007 [ Table 3. Origin Effect – A Country Making Reliable Cars with Minor Troubles ]  Origin Effect – A Country Making Reliable Cars with Minor Troubles KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) 6.38.836.00.933.514.6(4,045) 4th (2004) 8.3 36.81.530.714.3(7,068) 5th (2005) 11.87.836.01.129.114.3(7,168) 6th (2006) 16.67.940.91.124.59.0(3,682) 7th (2007) 7.95.538.00.934.413.3(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

5. - 4 -Automotive Consumer Trends 2007 [ Table 4. Origin Effect – A Country Producing Great Design & Style ]  Origin Effect – A Country Producing Great Design & Style KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) 6.810.223.711.918.728.6(4,045) 4th (2004) 8.29.223.312.019.028.4(7,068) 5th (2005) 9.47.422.711.020.628.9(7,168) 6th (2006) 12.99.325.08.723.121.0(3,682) 7th (2007) 9.26.529.711.229.114.3(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

6. - 5 -Automotive Consumer Trends 2007 [ Table 5. Origin Effect – A Country Making Safe Cars ]  Origin Effect – A Country Making Safe Cars KoreaUSAJapan FranceGermanyOthers (base) 3rd (2003) 3.217.28.51.554.315.3(4,045) 4th (2004) 4.515.58.51.953.815.9(7,068) 5th (2005) 6.515.28.81.651.616.5(7,168) 6th (2006) 9.915.810.41.355.37.2(3,682) 7th (2007) 7.010.313.01.053.015.7(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

7. - 6 -Automotive Consumer Trends 2007 [ Table 6. Origin Effect – A Country of The Best Selling Imported Car Now ]  Origin Effect – A Country of The Best Selling Imported Car Now USAJapan FranceGermanyOthers (base) 3rd (2003) 26.36.61.233.432.5(4,045) 4th (2004) 26.711.91.434.026.0(7,068) 5th (2005) 24.517.31.330.626.4(7,168) 6th (2006) 21.922.10.837.917.3(3,682) 7th (2007) 15.526.60.538.019.4(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

8. - 7 -Automotive Consumer Trends 2007 [ Table 7. Origin Effect – A Country To Be The Best Selling Car in 5 years ]  Origin Effect – A Country To Be The Best Selling Car in 5 years USAJapanFranceGermanyOthers(base) 3rd (2003) 15.425.71.818.538.6(4,045) 4th (2004) 15.435.22.119.328.0(7,068) 5th (2005) 16.234.12.219.028.5(7,168) 6th (2006) 14.936.21.427.020.5(3,682) 7th (2007) 12.538.81.023.524.2(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)

9. - 8 -Automotive Consumer Trends 2007 [ Table 8. Origin Effect – A Country Korean Makers Must Watch Out For ]  Origin Effect – A Country Korean Makers Must Watch Out For USAJapanFranceGermanyChinaOthers(base) 3rd (2003) 13.859.51.111.1 -14.4(4,045) 4th (2004) 9.763.41.111.5 -14.3(7,068) 5th (2005) 8.964.71.110.4 -15.0(7,168) 6th (2006) 10.451.60.512.914.89.7(3,682) 7th (2007) 7.049.40.410.522.710.0(4,229) (unit: %) Q.Which country is most applicable to each of the following statement? Wave (year) (7th Syndicated Research)