CONSUMER&

BRANDBrandKPIs

for

car

rental:

Sunny

Carsin

the

United

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.

1250Ourdataallows

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

Sunny

Cars’performance

inthe

carrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202466%

of

Sunny

Cars

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Sunny

Cars’brandingresonates

more

withGen

Z?Sunny

CarsranksoutsidetheTop10

inawarenesswithin

the

carrental

market?Sunny

Carsgenerally

appealsto

men

more

thanwomen?Thepopularity

ratingof

Sunny

Carsis

22%?Sunny

Carsranksfifth

inusage?Among

Sunny

Carsenthusiasts,56%

fallunderthehigh-income

category?Interms

of

loyalty,SunnyCarsisoutside

the

Top

10?Consumers

want

theircarrental

brandsto

haveinthe

United

Kingdomhonesty

/trustworthiness,

friendliness,

and

reliability?Sunny

Carshasascore

of

18%

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

forSunny

Cars

at

66%Brand

profile:

snapshotBrand

performance

of

Sunny

Cars

intheUnited

Kingdom66%22%19%18%17%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),n=243,

respondents

who

know

the

individual

brand

(popularity),

n=243,

respondents

who

knowthe

individual

brand

(usage),

n=41,

respondents

who

have

used

the

individual

brand

(loyalty),

n=243,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sunny

Cars’

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations52%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSunnyCarsbygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatSunny

Carsislikedby0%

of

Babyboomers

and

11%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is6%

and

20%,

respectively.41%37%33%20%ForMillennials

andGen

Z,

37%

and

52%

feel

positivelytowards

SunnyCars,versus

41%

and

33%.

Socurrently,forSunnyCars,Gen

Zconnects

most

with

theirbrandcompared

to

theoverall

industryuser.11%6%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=54,

Sunny

Carsenthusiast,

n=597,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Sunny

Cars

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

SunnyCarsshows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.4%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Sunny

Carshasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.35%65%41%59%65%

ofmen

likeSunnyCarscomparedto35%

of

women,

whereas

fortheoverall

industry,59%

ofmen

usecarrental

compared

to

41%

of

women.91%88%4%

of

Sunny

Carsenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to8%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=54,

Sunny

Carsenthusiast,

n=597,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Sunny

Cars

enthusiasts,

56%

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.17%15%Single15%19%42%CoupleSingleparentNuclear56%

ofSunnyCarsenthusiastsarefromhigh-income

households.Sunny

Cars’brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

39%

of

Sunny

Carsenthusiastshavethiscurrent

livingsituation.57%7%11%39%36%35%23%Multi-generational2%1%27%13%13%ExtendedOther16%7%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

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=54,

Sunny

Carsenthusiast,

n=597,

carrental

usersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

have

honesty

/

trustworthiness,friendliness,

and

reliabilityBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

friendliness,

andreliability.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Sunny

Carsusers

alsoappreciate

thesekey

attributes,indicating

SunnyCarsexudes

thesequalities.SocialCoolnessresponsibilityThequalitiesthatSunny

Carsenthusiastsare

least

focused

on

arethrill/excitement

andinnovation.ReliabilityExclusivitySunny

Carsshouldwork

onpromotingreliability

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carrental,

which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

“When

it

comes

tocarrental,which

ofthefollowing

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=41,

Sunny

Carsusers’,n=54,

Sunny

Cars

enthusiast,

n=597,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Sunny

Cars

fans,

31%

state

that

they

get

excited

about

carrentalservicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?56%52%39%38%35%33%33%31%28%27%23%22%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trust

carrental

services

topicsrelating

tocarrentalBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carrentaldo

youagree

with?”;

Multi

Pick;

“When

it

comes

tocarrental,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=54,

Sunny

Carsenthusiast,

n=597,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1166%

of

Sunny

Cars

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinthe

United

Kingdom

is

39%.

Awareness

ofSunny

Cars,however,

is

at19%.Awareness22%

ofUK

carrental

users

saytheylikeSunnyCars,compared

to

anindustryaverage

brandpopularity

of24%.17%

ofindustryusers

intheUnitedKingdomsaytheyuseSunny

Cars,with

the

average

usageofabrandat16%.BuzzPopularity66%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Sunny

Carshasbeen

noticed

similarly

inthemediacompared

to

other

brands,with

a“Buzz”score

of18%compared

to

18%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeaverage

compared

tothe

industry.12

Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,247,

all

respondents

(awareness),n=243,

respondents

who

know

the

individual

brand

(popularity),

n=243,

respondents

who

knowthe

individual

brand

(usage),

n=41,

respondents

who

have

used

the

individual

brand

(loyalty),

n=243,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sunny

Cars

ranks

outside

the

Top

10

in

awareness

within

the

car

rental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSunnyCarsRank#

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.1Enterprise

Rent-A-Car81%72%71%59%45%43%41%40%30%28%19%2Hertz3EuropcarAvis45BudgetThriftyUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67SIXT8NationalAlamoOutofallrespondents,

19%

were

aware

of

SunnyCars.This

ranksthemoutsidetheTop10

compared

toother

brandssurveyed

inthismarket.81%9AwarenessN/A10R13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Sunny

Cars

is

22%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSunnyCarsRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Enterprise

Rent-A-Car40%31%29%27%27%27%26%24%23%22%22%2Hertz3EuropcarBudget4Outofconsumers

who

knew

thebrand,

22%

saidtheyliked

Sunny

Cars.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.5Avis6EDollar

CarRentalGreen

MotionSIXT7878%9PopularityN/A10SunnyCars14

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=243,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sunny

Cars

ranks

fifth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSunnyCarsRank#

BrandUsage

%24%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1E17%2Enterprise

Rent-A-CarDollar

CarRentalGreen

MotionSunnyCarsACE

RentA

CarEuropcar24%320%Outofconsumers

who

knew

thebrand,

17%

saidtheyused

Sunny

Cars.

Thisranksthemfifth

compared

toother

brandssurveyed

inthismarket.419%517%617%716%8Avis15%83%9Budget14%UsageN/A10Hertz14%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=243,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Sunny

Cars

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSunnyCars’

consumersRank#

BrandLoyalty

%80%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.1R2Enterprise

Rent-A-CarThrifty77%34%376%4EuropcarHertz76%573%6Budget70%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.66%Turo70%78ACE

RentA

CarSIXT68%968%Outofrespondents

whohaveused

Sunny

Cars,66%saidthey

would

usethebrand

again.LoyaltyN/A10Avis68%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=41,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Sunny

Cars

has

a

score

of

18%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSunnyCarsRank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ACE

RentA

Car18%2Dollar

CarRentalEnterprise

Rent-A-CarEGreen

MotionBudget24%324%Outofconsumers

who

knew

thebrand,

18%

saidtheyhadheardaboutSunnyCarsinthemedia.

Thisranksthemeighthcompared

to

other

brandssurveyed

inthismarket.423%521%618%7Europcar18%8SunnyCars18%82%9RHertz17%BuzzN/A1017%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=243,

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

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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