CONSUMER&

BRANDBrandKPIs

for

car

rental:

Localiza

inBrazilConsumer

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

Localiza’s

performance

inthecarrental

market.Fieldwork:May-June

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofDecember202491%

of

Localiza

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Localiza’s

branding

resonates

more

with

Gen

X?Localiza

generally

appealstowomen

more

than

men?Localiza

rankssecond

inawareness

within

the

carrental

market?Thepopularity

ratingof

Localiza

is74%?Localiza

ranksfirstinusage?Among

Localiza

enthusiasts,40%

fallunderthehigh-income

category?Consumers

want

theircarrental

brandsto

havereliability,

honesty

/trustworthiness,

and

authenticity?Interms

of

loyalty,Localiza

isfirstinBrazil?Localiza

hasascore

of

55%

for

media

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

Localiza

at

91%Brand

profile:

snapshotBrand

performance

of

Localiza

inBrazil91%83%74%55%49%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carrental‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=1,038,

respondents

who

know

the

individual

brand

(popularity),

n=1,038,

respondents

whoknow

the

individual

brand(usage),

n=507,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,038,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Localiza’s

branding

resonates

more

with

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations43%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeLocaliza

bygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatLocaliza

islikedby6%

ofBaby

boomers

and

33%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is3%

and

26%,

respectively.33%29%26%19%ForMillennials

andGen

Z,

42%

and

19%

feel

positivelytowards

Localiza,

versus

43%

and

29%.

Socurrently,

forLocaliza,

Gen

Xconnects

most

withtheir

brandcompared

to

theoverall

industryuser.6%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=764,

Localiza

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Localiza

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Localiza

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof8%9%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Localiza

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.52%48%51%49%52%

ofwomen

likeLocaliza

compared

to48%

ofmen,

whereas

for

the

overallindustry,51%

of

women

usecarrentalcompared

to

49%

of

men.90%88%8%

of

Localiza

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to9%

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=764,

Localizaenthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Localiza

enthusiasts,

40%

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.6%6%Single40%39%15%13%CoupleSingleparentNuclear40%

ofLocaliza

enthusiastsare

fromhigh-income

households.Localiza’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

15%

ofLocalizaenthusiastshavethiscurrent

livingsituation.7%8%42%41%31%30%33%Multi-generational9%10%20%20%ExtendedOther27%1%2%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=764,

Localiza

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Consumers

want

their

car

rental

brands

to

have

reliability,

honesty

/trustworthiness,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

car

rental

brandsForcarrental,thetopthree

qualitiesusers

wantfrom

abrandarereliability,honesty

/trustworthiness,

andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Localiza

users

alsoappreciate

these

keyattributes,indicating

Localiza

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatLocaliza

enthusiastsareleast

focused

on

arehighvalueandthrill/excitement.ReliabilityExclusivityLocaliza

shouldwork

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=507,

Localiza

users’,n=764,

Localiza

enthusiast,n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024Among

Localiza

fans,

26%

state

that

they

get

excited

about

carrental

servicesBrand

profile:

attitudesWhat

doconsumersthink

ofcar

rentalingeneral?45%43%36%34%34%32%31%30%29%29%27%26%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=764,

Localiza

enthusiast,

n=839,

carrentalusersSources:

Statista

Consumer

Insights

Global,

asofDecember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1191%

of

Localiza

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carrental,theaverage

awareness

ofabrandinBrazil

is

45%.

Awareness

of

Localiza,however,

is

at83%.Awareness74%

ofBrazilian

carrental

userssay

theylike

Localiza,compared

to

anindustryaverage

brandpopularity

of28%.49%

ofindustryusers

inBrazil

saythey

useLocaliza,with

the

average

usageofabrandat17%.BuzzPopularity91%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

75%.Localiza

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of55%compared

to

22%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,249,

all

respondents

(awareness),n=1,038,

respondents

who

know

the

individual

brand

(popularity),

n=1,038,

respondents

whoknow

the

individual

brand(usage),

n=507,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,038,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Localiza

ranks

second

in

awareness

within

the

carrental

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofLocalizaRank#

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.1D84%83%73%65%61%50%47%39%38%32%17%2LocalizaAzul

ViagensMovida345UnidasUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6ViajaNetHertz78NationalEuropcarOutofallrespondents,

83%

were

aware

of

Localiza.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.83%9AlugueBrasil

AlugueldeCarrosAwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024The

popularity

rating

of

Localiza

is

74%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofLocalizaRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Localiza74%52%42%38%32%30%26%22%20%20%2Movida26%3DUnidas4Outofconsumers

who

knew

thebrand,

74%

saidtheyliked

Localiza.

Thisranksthemfirst

compared

tootherbrandssurveyed

inthismarket.5Azul

ViagensHertz6AlugueBrasil

AlugueldeCarros774%8Alamo9NationaleDestinosPopularityN/A1014

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=1,038,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Localiza

ranks

first

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofLocalizaRank#

BrandUsage

%49%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

carrental,which

of

the

following

brandshaveyou

used

inthepast12

months?”.1Localiza2Movida30%3DAzul

ViagensUnidas25%Outofconsumers

who

knew

thebrand,

49%

saidtheyused

Localiza.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.418%49%518%51%AlugueBrasil

AlugueldeCarros618%7AlamoHertz17%815%9eDestinosAvis14%UsageN/A1011%15

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=1,038,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofDecember2024In

terms

of

loyalty,

Localiza

is

first

in

BrazilBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofLocaliza’s

consumersRank#

BrandLoyalty

%91%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.9%1Localiza2ViajaNet86%3Movida81%4DAzul

Viagens81%580%AlugueBrasil

AlugueldeCarros680%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carrental,whichof

the

following

brandsareyou

likely

touseagaininthe

future?”.7Hertz78%8Unidas76%91%N/A9Referência

RentaCareDestinos75%Outofrespondents

whohaveused

Localiza,

91%

saidthey

would

usethebrand

again.Loyalty1074%16

Notes:“When

it

comesto

carrental,

which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:n=507,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofDecember2024Localiza

has

a

score

of

55%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofLocalizaRank#

BrandBuzz%55%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Localiza2DMovida50%339%Outofconsumers

who

knew

thebrand,

55%

saidtheyhadheardaboutLocaliza

inthe

media.

Thisranksthemfirstcompared

tootherbrandssurveyed

inthismarket.4Azul

ViagensUnidas31%45%524%55%6Hertz20%AlugueBrasil

AlugueldeCarros720%8eDestinosAlamo18%917%BuzzN/A10ViajaNet15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=1,038,

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.?

Identifyandunderstandyourcoreaudience