German cars

L’avenir.net (2012)

Every interviewee explained that German cars were for him synonym of reliability, using key words like “quality”, “robustness” or “longevity” to describe German brands.

The design also appears to be a strength of German vehicles. It was particularly emphasized by two interviewees. We can notice that these interviewees are regular car users and that they mentioned the design as a very important factor of influence spontaneously and by viewing the list of attributes.

 

However, half of the interviewees mentioned the price, as well as the maintenance cost, as a negative aspect of German brands, explaining that it could discourage them to purchase a German car. These interviewees have all mentioned spontaneously that the price was an important purchase criterion and have all ranked it in their Top 4. They are regular car users, live mostly in the Paris area and there is an average of three persons in their household.

 

Overall, like other German brands, Volkswagen is considered as a manufacturer of reliable cars. However, half of the interviewees mentioned that they found the Volkswagen design too classic, using expressions like “not fun, not young”, “lack of creation”, “no design renewal” and “an Audi subsidiary brand”. Please find on the right the standard profile of these interviewees: