Targeting the Premium Fuels Customer in Europe

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • SOURCES
• 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