REAL RESEARCH SURVEY INFORMATION RELEASED
Real Research are a company that are closely associated with the automotive and refinish brands. They have consulted with both premium and value refinish brands over the past decade. These are the results from a survey done in the last three months of last year across a sample of 200 panel shops. The body shops were split evenly over OEM approved and non-OEM approved panel shops.
What was the survey hoping to achieve? To see the product attributes of the value segment brands across primer, base/top and clear coat in the market. As a by-product, Real Research combined the brands used in the sample to work out a rough market share estimate for premium and value market, which ties back to previous larger studies and brand trends that they have completed. What was seen? Certain brands are losing in the market, whilst others are gaining some excellent growth.
The value segment now has 56% of the market surveyed and the premium market has shrunk to 44%. There are now 45 brands in the value segment. Why is this so? Over 85% of the national car parc is out of warranty, so there is an increased attention and awareness of non-warranty value refinish brands.
Justin Swanepoel, CEO of Real Research went on to say: “The premium brands no longer govern the market, but they are not going to give up their share. They will look to evolve and introduce their value brands on quality, price, and service. It is clear from the data that colour range and colour matching, are expected from both premium and value brands. Value for money is making a comeback as the market tightens. The days of sub-standard quality, pricing, distribution, marketing, and support from the value brands are long gone. Value brands are here to play, and at the moment the winning odds are in their favour.”
Other information gathered shows OEM approved shops have seen a drop in throughput which is at an average of 68 units a month, whereas throughput for non-OEM approved shops is increasing and is at an average of 41 units per month.
About the company
Real Research is closely associated to the automotive and refinish market, having consulted with both premium and value refinish and decorative brands over the past 10 years. The primary automotive basket includes competitor multichannel mystery shopping, consumer insights, competitor analysis, pricing analysis, feasibility studies, market size/share analysis, CX, UX, VOC, NPS, CSI, geo-spatial analysis, dash-boarding, online surveys, DIY surveys, F2F deep interviews and specialised panels.
Justin can be reached on 082 773 2839 or justins@realresearch.co.za for more information on how market, customer and competitor intelligence can be used to grow, or maintain your brand or product.
