Table of Contents
- DATAMONITOR VIEW
- ANALYSIS
- The use of premium fuels is highest in the Iberian markets
- Premium fuels are most widely used in Portugal
- Premium fuels have established a strong base in many other European
markets
- Improved engine care and vehicle efficiency are the main motivations for
buying premium fuels
- Improved engine care is the core motivation for buying premium diesel
in all markets except Italy
- Motorists' motivations for buying premium fuels vary significantly
between markets
- Motorists with older cars are more likely to be concerned with
maintaining good engine condition
- The importance of fuel efficiency is linked to customers' growing wish
to spend ' smartly
- Brand prestige is relatively unimportant but customers still want
quality from products they care about
- Environmental protection is a low priority as customers' beliefs are
not reflected in their behavior
- Premium fuel retailers need to maintain a focused marketing strategy
- The strongest growth is expected to be in France and Italy
- The marketing messages of premium fuel retailers vary significantly
- Premium fuel retailers should concentrate their marketing strategy on
improved engine care and vehicle efficiency
- Premium fuel retailers' branding should appeal to all customers which
value engine care and vehicle efficiency
- APPENDIX
- Definitions
- Further Reading
- Notes
- Websites
- Ask the Analyst
- Datamonitor consulting
- Disclaimer
- List of Figures
- Figure 1: Of the markets covered Portugal has the highest sales of
premium fuel per registered car
- Figure 2: Improved engine care is particularly important to motorists
in Portugal
- Figure 3: Portugal has a relatively low car-scrappage rate and high
aftermarket expenditure
- Figure 4: European customers are choosing more products that they
consider to be of good value
- Figure 5: Fuels in the middle need to move either up- or down-market
- Figure 6: There is a significant disparity between customers' beliefs
and their actions
- Figure 7: The number of French motorists using premium fuel has the
potential to grow by over 50%
- Figure 8: A ranking of the focus of companies' marketing messages
shows that Total is the most focused on improved vehicle efficiency
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