April 6th, 2022, Fiona Robinson
New data from YouGov identifies the brands which Indonesian residents perceive as having the highest overall brand health over the past year
Honda has today been recognised in the YouGov Automotive & Mobility Rankings 2022, with its motorcycles topping the rankings in Indonesia for the second year running with an Index score of 46.8 points. The brand’s positive performance is consistent with its high sales in the market, which – according to the Indonesian Motorcycle Industry Association – exceeded three million units in 2021, almost thrice that of the second-most sold motorcycle brand. Honda’s cars also fared well (37.4 points) just 0.4 points behind second-placed and fellow Japanese manufacturer Toyota (37.8 points).
YouGov BrandIndex measures the public’s perception of thousands of brands across the world on a daily basis. The brand rankings were compiled using Index scores, a measure of overall brand health calculated by taking the average perception of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
Next, Yamaha and Mercedes-Benz rounded off the top five – as they also did last year – with 24.8 and 24.0 points respectively.
German manufacturer BMW maintained its sixth-place spot with an Index score of 23.3 points, while Japan-headquartered Mitsubishi (18.2 points), Daihatsu (14.2 points) and Nissan (11.5 points) came in seventh to ninth place.
New entrant Suzuki completed the top ten in their debut on the rankings with 11.3 points.
YouGov BrandIndex has also released the ten “most improved” brands of the past year. This was topped by Hyundai, which narrowly missed the top ten rankings this year, with an improved score of +2.6 points.
Honda (Cars) was the next most improved brand, with a change in score of +1.8 points, followed by Suzuki and Toyota, which saw improvements of +1.3 and +1.2 points respectively.
South Korean manufacturer Kia and Chinese manufacturer Wuling – two of only three non-Japanese manufacturers on the Improvers rankings – were fifth (+1.2 points) and sixth (+1.1 points) most improved. Notably, Wuling’s improvement brought its score from being negative in the previous ranking to a positive one of 0.9 points this year.
The next most improved brands were Suzuki (Cars) with an improvement of +1.1 points; Honda (Motorcycles) with a change in score of +0.8 points; and Italian scooter manufacturers Vespa Piaggio (+0.7 points). Daihatsu rounded off the top ten with an improved score of +0.7 points.
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 in Indonesia are representative of the online population of adults 18+. 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 and have been tracked for at least 18 months to appear in the Improvers tables.
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