Attraction and trust: why brands from unfriendly countries are losing them

In the course of this year, all European, Japanese and even Korean car brands have left our market. With the departure, their image promotion also stopped, and Chinese manufacturers, on the other hand, increased their activity in all segments.

In such a short time it cannot be said that the perception of and trust in brands has changed drastically, but the movement is already noticeable, the researchers of Romir note.

Visibility of the brand in 2022

The latest data from the annual auto brand visibility index shows that recognition of European and Japanese brands has decreased compared to last year, leading the domestic Lada to the top spot.

Toyota, BMW, Audi and Nissan are still in the top five, but their popularity is declining, while Changan grew by 13 points, Haval by 9 points and Geely and Chery by 2 points each.

Confidence index

The same is happening with the confidence index in car brands. Although the upper part of the ranking has not yet changed (Toyota, Audi, Volkswagen, BMW, Mercedes-Benz), the leaders are gradually losing their positions, and the Chinese brands continue to “tighten” them. And this is not an accident, but years of work, which are systematically carried out by manufacturers from the Middle Kingdom.

A source: Research Romir

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