CONSUMER&

BRANDBrandKPIs

for

car

&

motorcycleonline

shops:

Evans

Halshaw

in

theUnited

KingdomConsumer

Insights

reportDecember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

EvansHalshaw’s

performanceinthe

car&motorcycle

onlineshop

market.Fieldwork:March-April

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202474%

of

Evans

Halshaw

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??EvansHalshaw’s

branding

resonates

more

withGen?EvansHalshawrankssixthinawareness

within

theXcar&motorcycle

online

shopmarket?EvansHalshawgenerally

appealsto

women

morethan

men?Thepopularity

ratingof

EvansHalshawis

24%?EvansHalshawranksoutsidetheTop10

inusage?Among

EvansHalshawenthusiasts,39%

fall

underthe

high-income

category?Interms

of

loyalty,EvansHalshaw

isseventh

intheUnited

Kingdom?Consumers

want

theircar&motorcycle

online

shopbrandstohavehonesty

/trustworthiness,

reliability,andfriendliness?EvansHalshawhasascore

of

12%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Evans

Halshaw

at

74%Brand

profile:

snapshotBrand

performance

of

EvansHalshaw

intheUnited

Kingdom74%50%24%12%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Car&motorcycleonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=622,

respondents

who

know

the

individual

brand

(popularity),

n=622,respondents

who

know

the

individual

brand

(usage),

n=57,

respondents

who

have

used

the

individual

brand

(loyalty),

n=622,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evans

Halshaw’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations39%41%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeEvansHalshaw

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatEvansHalshawislikedby10%

of

Babyboomers

and

41%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

8%

and

21%,

respectively.32%32%21%18%ForMillennials

andGen

Z,

32%

and

18%

feel

positivelytowards

EvansHalshaw,

versus

39%

and

32%.

Socurrently,

forEvansHalshaw,

Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.10%8%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocar&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=152,

Evans

Halshaw

enthusiast,

n=601,

car&motorcycleonline

shopusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Evans

Halshaw

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

EvansHalshaw

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

EvansHalshawhasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.41%59%53%47%53%

ofwomen

likeEvansHalshawcompared

to

47%

of

men,whereas

forthe

overall

industry,59%

of

men

usecar&motorcycle

onlineshopscompared

to41%

ofwomen.91%90%7%

of

EvansHalshawenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=152,

Evans

Halshaw

enthusiast,

n=601,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Evans

Halshaw

enthusiasts,

39%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.19%15%Single39%38%14%21%CoupleSingleparentNuclear39%

ofEvansHalshawenthusiastsarefrom

high-income

households.EvansHalshaw’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

anuclearhousehold,

43%

ofEvansHalshaw

enthusiastshavethiscurrent

living

situation.11%10%43%35%27%36%30%Multi-generational1%2%10%ExtendedOther25%16%2%5%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=152,

Evans

Halshaw

enthusiast,

n=601,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

&

motorcycle

online

shop

brands

to

have

honesty

/trustworthiness,

reliability,

and

friendlinessBrand

profile:

qualitiesQualitiesuserswant

from

car

&motorcycle

online

shopbrandsForcar&motorcycle

onlineshops,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,reliability,

and

friendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%EvansHalshaw

users

alsoappreciatethese

key

attributes,indicatingEvansHalshaw

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatEvansHalshawenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityEvansHalshaw

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthese

aspects

aremostimportant

to

you?”;Multi

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=57,

Evans

Halshaw

users’,n=152,

Evans

Halshaw

enthusiast,

n=601,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Evans

Halshaw

fans,

24%

state

that

they

get

excited

about

car

&motorcycle

online

shopsBrand

profile:

attitudesWhat

doconsumersthink

ofcar

&motorcycle

onlineshopsingeneral?28%24%24%24%23%23%21%21%20%19%17%14%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

car&motorcycle

topicsrelating

toonlineshopscar&motorcycleonlineshopsBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

car&motorcycleonline

shops

do

youagree

with?”;

Multi

Pick;“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=152,

EvansHalshaw

enthusiast,

n=601,

car&motorcycleonline

shop

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1174%

of

Evans

Halshaw

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

car&motorcycle

onlineshops,theaverage

awareness

of

abrandinthe

United

Kingdomis42%.

Awareness

ofEvansHalshaw,

however,

is

at50%.Awareness24%

ofUK

car&motorcycle

onlineshop

users

saytheylikeEvansHalshaw,

compared

to

anindustryaveragebrandpopularityof

25%.BuzzPopularity9%

of

industryusers

intheUnitedKingdomsaytheyuseEvansHalshaw,

withtheaverage

usageof

abrandat14%.74%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

71%.EvansHalshaw

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of12%compared

to

20%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeinconsistent

compared

to

theindustry.12

Notes:Car&motorcycleonline

shops

‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,246,

all

respondents

(awareness),

n=622,

respondents

who

know

the

individual

brand

(popularity),

n=622,respondents

who

know

the

individual

brand

(usage),

n=57,

respondents

who

have

used

the

individual

brand

(loyalty),

n=622,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evans

Halshaw

ranks

sixth

in

awareness

within

the

car&

motorcycle

online

shopmarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofEvans

HalshawRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1AutoTraderArnoldClarkcinch81%62%61%61%53%50%46%43%36%36%234Cazoo50%50%5CarSEvans

HalshawBristol

StreetcarwowUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.678Outofallrespondents,

50%

were

aware

of

EvansHalshaw.

Thisranksthemsixthcompared

to

otherbrandssurveyed

inthismarket.9BuyaCarAwarenessN/A10Motors.co.uk13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Evans

Halshaw

is

24%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofEvans

HalshawRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AutoTrader50%30%29%28%26%25%24%24%23%23%24%2ArnoldClarkCazoo34CarScinchOutofconsumers

who

knew

thebrand,

24%

saidtheyliked

EvansHalshaw.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.56Motors.co.ukEvans

HalshawBristol

StreetMotorcyclesdirect.co.ukBikesinStock776%89PopularityN/A1014

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=622,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evans

Halshaw

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofEvans

HalshawRank#

BrandUsage

%28%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

car&motorcycle

online

shops,which

ofthefollowingbrandshaveyou

usedinthepast12

months?”.9%1AutoTrader2BikesinStockSuperBikeFactoryCarSMotors.co.ukMotorcyclesdirect.co.ukBuyaCar20%316%Outofconsumers

who

knew

thebrand,

9%

saidtheyused

EvansHalshaw.

ThisranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.416%516%615%715%8Cazoo14%91%9ArnoldClarkcarwow13%UsageN/A1013%15

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=622,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Evans

Halshaw

is

seventh

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofEvansHalshaw’s

consumersRank#

BrandLoyalty

%86%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1AutoTrader2ArnoldClarkCarSheycar83%26%380%476%5Cazoo75%6Motorcyclesdirect.co.ukEvans

Halshawcarwow75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

car&motorcycleonlineshops,which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.774%74%872%9Keeway72%Outofrespondents

whohaveused

EvansHalshaw,74%

saidthey

would

usethebrand

again.LoyaltyN/A10SuperBikeFactory71%16

Notes:“When

it

comesto

car&motorcycleonline

shops,

which

ofthe

following

brands

are

youlikely

to

use

againin

the

future?”;Multi

Pick;Base:n=57,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Evans

Halshaw

has

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofEvansHalshawRank#

BrandBuzz%32%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1cinch12%2Cazoo31%3AutoTraderBikesinStockBristol

StreetArnoldClarkCarScarwow30%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutEvansHalshawinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.426%525%625%722%820%88%9BuyaCar17%BuzzN/A10Motorcyclesdirect.co.uk13%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=622,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerin