Top automotive and mobility brands in 2022: The Nordics
The automotive and mobility sector is going through a period of transformation, with consumers’ attitudes, behaviour, and shopping preferences changing dramatically over the last year. But which automotive manufacturers are regarded as having the highest overall brand health from consumers from the Nordics?
New data from YouGov identifies the brands consumers from the Nordics have identified as having the highest overall brand health over the past year. Data were drawn from YouGov BrandIndex, which measures consumer perceptions towards brands on a daily basis. The ranking examines the best performing automotive manufacturers according to their overall Index scores – an average of Impression, Value, Quality, Reputation, Satisfaction, and Recommendation scores* - between February 1, 2021, and January 31st, 2022. YouGov’s Index scores are our measure of a brand’s overall health.
The top brands in the Nordics
Nordic countries import many of the top-selling cars (Tesla, Kia, and Volvo) from Asia, so the chain supply crisis has had less impact on new cars availability. The Nordic countries continue to lead in the adoption and sales of new EVs and Hybrid vehicles.
Nordic countries have ranked Toyota, Mercedes-Benz, BMW, Audi, and Volvo in the top ten across Finland, Denmark, Norway, and Sweden. The highest score across the four Nordic countries is achieved by Volvo in Sweden (37.5).
Tesla is on the ranking list for Sweden and Denmark. In Norway, Tesla has been an overall top-selling car for electric vehicles, but this has not resulted in the brand being scored high enough to reach the top ten ranked automotive brands in Norway.
In Denmark, European brands are in the lead. Volkswagen is the top leading brand followed by brands known for higher priced cars Mercedes-Benz, Audi, Volvo, and BMW.
In Finland, Toyota is in the lead position with European brands following: Volvo, Mercedes-Benz, and Volkswagen in the top five.
Toyota and Volvo lead the automotive brand rankings in Norway. German brands have a strong ranking in Norway’s top ten. Mitsubishi is in tenth place.
Volvo leads the rankings table of automotive brands by a significant margin, almost double the nearest rivals Volkswagen and Toyota.
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Methodology:
YouGov's Automotive & Mobility Rankings 2022 show the brands with the highest average Index scores between February 1, 2021, and January 31st, 2022. The scores are mostly representative of the general population of adults 18+ (some are online-representative or urban rep). All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.
Each day consumers are asked about their views on automotive brands across various markets, which allows YouGov to build a picture of how these brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation by YouGov BrandIndex.
- Impression – whether someone has a positive or negative impression of a brand
- Quality – whether consumers think the brand represents good or poor quality
- Value – whether consumers think the brand represents good or poor value for money
- Satisfaction – whether someone is a satisfied or dissatisfied customer
- Recommend – whether someone would recommend a brand to a friend or not
- Reputation – whether someone is proud or embarrassed to work for a brand