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Volkswagen y Nissan, las marcas automotrices consentidas de los mexicanos

  •  De acuerdo a un estudio realizado por Yougov, a nivel global Toyota, Mercedes-Benz y BMW son las marcas de coches mejor posicionadas. Sin embargo, en México ocupan posiciones menos privilegiadas dentro del Top 10  local.
  • Volkswagen se colocó como la marca de coches más valiosa de México con un Índice general de 38.5 puntos a lo largo de 2022.

YouGov, compañía global de tecnología de análisis y datos de investigación en línea, presentó recientemente su estudio Auto Rankings 2023, que analiza la percepción de las marcas automotrices en 18 mercados clave. A  escala global Toyota es la marca que lidera el ranking, seguida de las alemanas Mercedes-Benz, BMW, Volkswagen y Audi, en ese orden. 

En el caso de México, Volkswagen y Nissan son las que lideran el ranking mostrando la lealtad de los mexicanos a dos marcas que llevan más de medio siglo en nuestro país. En tercer sitio se encuentra la japonesa Toyota, que con poco más de 20 años en el mercado mexicano se ha ganado un lugar en la preferencia de los consumidores locales. 

TOP 10 de marcas de autos en México

  1. Volkswagen 38.5
  2. Nissan 35
  3. Toyota (Líder mundial) 29.2
  4. Chevrolet 26.1
  5. Ford 26
  6. Honda 25.2
  7. Mercedes-Benz 22.2
  8. BMW 21.7
  9. Jeep 18.3
  10. Mazda 17.9

Dentro de este estudio, YouGov también comparte el ranking de marcas que más incrementaron su puntuación en 2022 en nuestro país, el cual es liderado por Kia, que consiguió incrementar su calificación en el Índice general de BrandIndex en 1.4 puntos. La segunda posición la ocupa Volvo con un incremento de 1.2 puntos  en el mismo periodo, seguido de Toyota con 1.1 y Suzuki con 1 punto adicional. Cerrando el Top 5 se encuentra Mazda, con un alza de 0.3 puntos en su Índice general.

“En México, los consumidores valoran la confiabilidad y la calidad de los productos y la industria automotriz no es la excepción. Los resultados del estudio realizado por YouGov lo demuestran manteniendo a dos de las marcas más emblemáticas al frente. Sin embargo, también destaca que marcas como Kia, Toyota y Mazda van ganando terreno. La competencia en el mercado automotriz es fuerte y seguramente veremos más cambios en este 2023”, comentó David Eastman, Managing Director de YouGov para América Latina.

VER TABLA

Metodología

YouGov BrandIndex recoge datos de marcas todos los días. La puntuación de Índice general de las marcas de automóviles es un promedio de los puntajes para los indicadores de Impresión, Valor, Calidad, Satisfacción y Recomendación de cada marca y se muestra como una puntuación neta entre -100 y +100. Las puntuaciones se basan en una muestra diaria promedio de 4985 adultos en México y de 4926 en Brasil, entre el 1 de enero de 2021 y el 31 de diciembre de 2022. Aprenda más sobre BrandIndex.

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