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CONSUMERSBRANDS

Cars:Volkswagendriversin

SouthAfricConsumerInsightsreport

May2024

ConsumerInsightsGlobalsurvey

Introduction

ReportoverviewGlobalsurveymethodology

(1)

ThisreportoffersthereaderacomprehensiveoverviewofVolkswagendriversinSouthAfrica:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.

Additionally,thereportallowsthereadertobenchmarkVolkswagendriversinSouthAfrica(’’brandusers’’)againstSouthAfricancardriversingeneral(’’categoryusers’’),andtheoverallSouthAfricanconsumer,labelledas’’allrespondents’’inthecharts.

ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.

Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutes

Language:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternative

Region:56countries

Numberofrespondents:

•12,000+forcountrieswiththeextendedsurvey(includingSouthAfrica)

•2,000+forthebasicsurvey

Sample:Internetusers,aged18–64,quotassetongenderandage

Fieldwork:

•ContinuousfromJanuarytoDecember

•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear

2

Notes:(1):Seethefullmethodologyforadetailedoverviewofthestudydesign

Sources:

ConsumerInsightsGlobalasofMay2024

CHAPTER01

Managementsummary•Brandusage

•Keyinsights

Withausershareof19%,VolkswagenisthemostdrivencarmakeinSouthAfrica

Managementsummary:brandusageandcompetition

Top10mostdrivencarmakesinSouthAfrica

Volkswagen

19%

Toyota

16%

BMW

11%

Ford

10%

Hyundai

7%

Audi

Mercedes-Benz

Nis5%

5%

Renault

Kia3%

34

Notes:Whatbrandisyourprimarilyusedcar?;SinglePick;Base:n=1,