How does the world’s second largest auto club rank Mercedes-Benz, BMW and Audi? ADAC, the German equivalent of AAA, shuffled the deck since May 2010 when it published their second annual AutoMarxX brand study (November 2010). The study consists of individual criteria, brand image, market strength, customer satisfaction, product strength, environmental performance and safety. And, ADAC claims it provides an overall picture of the current performance levels of the leading car brands.
In May 2010 , BMW was recognized as the leading brand but in the November 2010 study the automaker fell to the third spot, behind Mercedes-Benz and Audi. Volkswagen and Volvo took the 4th and 5th spots, accordingly.
The full Daimler press release follows and the ADAC release can be viewed on their website here (in German).
AMGmarket.com News/Souce: Daimler PR, Stuttgart – Mercedes-Benz has regained the top position in the AutomarxX brand ranking of ADAC, the world´s second largest automobile club, making it Germany’s best automotive brand. Mercedes-Benz is the most successful automotive brand since AutomarxX was introduced in 2001, capturing first place a total of 12 times and beating its competitors in more than half of all the rankings. The ADAC study assesses the automotive brands sold in Germany in the categories of Product Strength/Vehicle Quality, Safety, Customer Satisfaction, Environment, Brand Image, and Market Strength. The results reflect the current capabilities of all automakers that are of relevance in Germany. A winner is ascertained for each category, on the basis of which the overall winner is then determined.
“It’s a great honor to take first place in the ADAC AutomarxX ranking, and we’re very happy about it,” says Dr. Joachim Schmidt, Executive Vice President Sales and Marketing, Mercedes-Benz Cars. “That we ranked at the top shows how successful and desirable the Mercedes-Benz brand is. At the same time, the result confirms us in our efforts to deliver our customers the very best in all areas each and every day. For us, this includes remaining the pioneer for active and passive safety systems, for which AutomarxX gives Mercedes-Benz the best marks this year.”
The main factors assessed in the Safety category are the availability of active and passive safety systems and the degree to which vehicles are fitted with these systems as standard without any surcharge. Mercedes-Benz took first place in this category. The Product Strength/Vehicle Quality category incorporates the results of 500 recent vehicle tests, includes those of external safety organizations such as the TÜV and DEKRA reports and of the ADAC breakdown statistics. Mercedes-Benz also did outstandingly well in this category.
In the Brand Image category, the individuals surveyed were primarily interested in maximum quality and the best-possible safety standards. Not only did Mercedes-Benz take first place in both of these areas, the people surveyed also ranked the brand at the top with regard to automotive research and development. Mercedes-Benz improved its position in two other categories, which evaluated Customer Satisfaction and Market Strength.
Since 2001, the ADAC AutomarxX study has been assessing the reputation and market strength of automakers that are of relevance in Germany. To date, the study has been published 23 times, with Mercedes-Benz taking the top spot on 12 occasions. The AutomarxX results are based on numerous studies and interviews. For example, the evaluation for the Brand Strength category incorporates the results of the ADAC Motorwelt image survey of 4,000 German citizens as well as an assessment of vehicle residual values.