One of the interesting things about Edmunds is that we carry all car companies on the site—both editorially and with advertising. This means we can run some comparisons that are truly apples to apples.
A while back, we ran one such analysis comparing the relative lift in consideration each automaker acheived for for a given amount of money. (So a bigger lift is better.) Here are the results for the “big 8” automakers:
What this shows is that, for a given movement in consideration, Chevy must spend 2X Hyundai. (I used this example because the math is simple. You get the idea.)
The interesting question is why? Is it the messaging? The relative desirability of the vehicles?
I could throw out lots of possible reasons, but the knowing the kind of advertising that runs on Edmunds, I think it is really a measure of brand acceptance. Or perhaps brand credibility is a better description.
This analysis was run before Toyota’s safety troubles and after Chrysler/GM bankruptcies. We are rerunning the analysis using recent activity—it will be interesting to see how the numbers have changed.
I will let you know what we find.