Brand Trust Is the Auto Industry's Most Important Asset
Updated: 3 hours ago
It can be won back.
By Johannes Roth, CURTH+ROTH
When someone buys a car, they're buying a brand. They're buying a promise. Of quality, safety and reliability. Over decades, European manufacturers built this promise. Today it's being put to the test.
The diesel scandal left its mark. Not just on individual manufacturers. It changed the image of an entire industry. On top of that come numerous recalls. Each one may be well justified on its own. But together, they raise a question: does the brand keep what it promises?
Why brand trust matters now
Cars are becoming technically more and more alike. Electric drivetrains, software, driver-assistance systems: much of it has become interchangeable. New players are offering modern technology at attractive prices. In this environment, the brand becomes the strongest differentiator.
A strong brand provides orientation:
It reduces uncertainty in a major purchasing decision.
It justifies a higher price.
And it retains customers over the years.
All of this only works with trust.
And outside Europe?
Luxury no longer comes only from Europe. Brands like Hongqi, Cadillac or Genesis are appealing to buyers on other continents.
Why do they choose these brands? For status? Out of loyalty to their home country? Because of the price? Or out of trust?
The answers likely differ from market to market. That's exactly what can be investigated.
Five approaches to rebuilding brand trust
1. Sharpen the brand promise. What does the brand stand for today? This question needs a clear answer. A credible promise is concrete. It fits the brand's origin and its future.
2. Bring promise and experience together. Trust is built when advertising and reality match. Every figure on consumption, range or emissions, for example, feeds into the brand. Realistic figures strengthen credibility.
3. Treat recalls as a brand moment. A recall shows how a brand handles responsibility. Open communication and a smooth process have more impact than any campaign. That way, a critical moment can even strengthen trust.
4. Take a stance. People expect more from brands than good products. They pay attention to values and actions. Transparent goals and visible progress make a brand approachable and credible.
5. Understand the customer's perspective. Brand trust forms in people's minds. What do they associate with a brand today? Where are they uncertain? What would win them back? The answers often lie deeper than classic metrics can reach.
Our perspective from market research
Brand trust can be measured. And it can be strengthened in a targeted way. Through qualitative market research, we at CURTH+ROTH make visible which images and feelings a brand evokes. Through quantitative studies, we show which factors influence trust most strongly. This creates a clear, robust foundation for the next steps.
Europe's car brands have a strong history. They have expertise, experience and appeal. Now it's about filling their promise with life again.
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