CONSUMER&

BRANDBrandKPIs

for

car

insurance:

VHV

inGermanyConsumer

Insights

reportNovember2024Discover

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.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,ownership,

loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

VHV’s

performance

inthecarinsurancemarket.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Forthis

report

“Usage”indicates

the

specific

“Ownership”Sources:

Statista

Consumer

Insights

Global,

asofNovember202473%

of

VHV

owners

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??VHV’s

brandingresonates

more

with

BabyBoomers?VHV

generally

appealsto

men

more

than

women?VHV

rankstenthinawareness

withinthecarinsurancemarket?Thepopularity

ratingof

VHV

is16%?VHV

ranksninth

inownership?Among

VHV

enthusiasts,40%

fallunderthe

high-income

category?Consumers

want

theircarinsurancebrandsto

havereliability,

honesty

/trustworthiness,

and

friendliness?Interms

of

loyalty,VHV

issixthinGermany?VHV

hasascore

of

11%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

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

VHV

at

73%Brand

profile:

snapshotBrand

performance

of

VHV

inGermany73%66%16%11%7%AwarenessPopularityUsageLoyaltyBuzz5Notes:Carinsurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=829,

respondents

who

know

the

individual

brand(popularity),

n=829,

respondentswho

know

the

individual

brand

(ownership),

n=60,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=829,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024VHV’s

branding

resonates

more

with

BabyBoomersBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations35%34%32%

32%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeVHV

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatVHVislikedby15%

of

Babyboomers

and

35%

of

Gen

Xers,whereas

the

totalshare

ofindustryusers

is12%

and34%,

respectively.23%19%15%ForMillennials

andGen

Z,

32%

and

19%

feel

positivelytowards

VHV,

versus

32%

and23%.

Socurrently,

forVHV,

Baby

Boomers

connect

most

with

theirbrandcompared

to

theoverall

industryuser.12%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;

Base:

n=133,

VHV

enthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024VHV

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

VHV

shows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof4%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

VHV

hasalower

proportion

ofLGBTQIA+

consumers

when

comparedtothe

industryusers

ingeneral.47%53%49%51%53%

ofmen

likeVHV

compared

to

47%of

women,

whereas

forthe

overallindustry,51%

of

men

own

carinsurancecompared

to

49%

of

women.93%87%4%

of

VHV

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

carinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=133,

VHVenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

VHV

enthusiasts,

40%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

andownerswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%22%Single36%40%20%26%CoupleSingleparentNuclear40%

ofVHV

enthusiastsarefrom

high-income

households.VHV’s

brandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

36%

ofVHV

enthusiastshavethiscurrent

livingsituation.9%9%36%35%29%33%28%Multi-generational2%3%10%10%ExtendedOther27%4%3%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

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=133,

VHV

enthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

car

insurance

brands

to

have

reliability,

honesty

/trustworthiness,

and

friendlinessBrand

profile:

qualitiesQualitiesownerswant

from

carinsurancebrandsForcarinsurance,

the

topthree

qualitiesowners

want

from

abrand

are

reliability,honesty

/trustworthiness,

andfriendliness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%VHV

owners

also

appreciatethese

keyattributes,indicating

VHV

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatVHV

enthusiastsareleast

focused

onare

thrill/excitementandboldness.ReliabilityExclusivityVHV

shouldwork

on

promotingfriendliness

toconvert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

carinsurance,

which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

tocarinsurance,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;“When

it

comesto

carinsurance,which

ofthe

following

brands

have

youpurchased

in

the

past

12

months?”;

Multi

Pick;Base:n=60,

VHV

owners’,n=133,

VHVenthusiast,

n=1,039,

carinsurance

ownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

VHV

fans,

16%

state

that

they

get

excited

about

carinsurance

providersBrand

profile:

attitudesWhat

doconsumersthink

ofcar

insuranceingeneral?45%40%32%27%20%18%17%16%16%15%14%13%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustcarinsuranceproviderstopicsrelating

tocarinsuranceBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

carinsurance

do

youagree

with?”;

Multi

Pick;“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=133,

VHV

enthusiast,

n=1,039,

carinsuranceownersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1173%

of

VHV

owners

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

carinsurance,theaverageawareness

ofabrandinGermany

is

70%.

Awarenessof

VHV,

however,

isat66%.Awareness16%

ofGerman

carinsurance

owners

saytheylikeVHV,

compared

to

anindustryaverage

brandpopularity

of21%.7%

of

industryowners

inGermany

say

theyown

VHV,with

the

average

ownership

ofabrandat10%.BuzzPopularity73%

ofbrandowners

saytheywould

purchasethebrandagain,compared

toanaverage

loyalty

score

of72%.VHV

hasbeen

noticed

lessinthemedia

compared

toother

brands,with

a“Buzz”score

of11%

compared

to17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Carinsurance

‘a(chǎn)wareness’,‘popularity’,

‘ownership’,

‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:n=1,248,

all

respondents

(awareness),n=829,

respondents

who

know

the

individual

brand(popularity),

n=829,

respondentswho

know

the

individual

brand

(ownership),

n=60,

respondents

who

have

owned

the

individual

brand

(loyalty),

n=829,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024VHV

ranks

tenth

in

awareness

within

the

carinsurance

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofVHVRank#

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.1AllianzErgo92%83%83%83%76%76%74%71%68%66%234%3Huk-CoburgAXA45GeneraliR+VUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.666%7DEVK8Huk24GothaerVHVOutofallrespondents,

66%

were

aware

of

VHV.

Thisranksthemtenthcompared

tootherbrandssurveyedinthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

VHV

is

16%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofVHVRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1AllianzHuk-CoburgHuk24Ergo43%39%27%24%21%20%19%19%17%16%16%234Outofconsumers

who

knew

thebrand,

16%

saidtheyliked

VHV.

Thisranksthemtenthcompared

tootherbrandssurveyed

inthismarket.5AXA6DEVK7Verti8R+V84%9CosmosDirektVHVPopularityN/A1014

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=829,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024VHV

ranks

ninth

in

ownershipBrand

KPIs

&benchmarking:

ownershipSummaryOwnershipofVHVRank#

BrandUsage

%26%20%13%12%10%10%9%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

owned,we

asked

each

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsdoyouowncurrently?”.7%1AllianzHuk-CoburgHuk24Verti23Outofconsumers

who

knew

thebrand,

7%

saidtheyowned

VHV.

Thisranksthemninth

compared

to

otherbrandssurveyed

inthismarket.45Ergo6AXA7DEVKLVM88%93%Usage9VHV7%N/A10R+V6%15

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

do

youown

currently?”;Multi

Pick;Base:n=829,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

VHV

is

sixth

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofVHV’s

consumersRank#

BrandLoyalty

%84%Afterascertaining

the

ownership

of

abrandinthe

last12

months,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.1Allianz2Huk-CoburgLVM82%27%376%4R+V75%5Huk2475%6VHV73%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

carinsurance,which

of

the

following

brandsareyou

likely

topurchaseagaininthe

future?”.7DEVK72%73%8CosmosDirektGothaerWürttembergische72%972%Outofrespondents

whohaveowned

VHV,

73%

saidthey

would

purchasethebrandagain.LoyaltyN/A1072%16

Notes:“When

it

comesto

carinsurance,

which

ofthe

following

brands

areyoulikely

topurchase

again

in

the

future?”;Multi

Pick;

Base:n=60,

respondents

who

have

owned

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024VHV

has

a

score

of

11%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofVHVRank#

BrandBuzz%41%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1AllianzHuk-CoburgErgo11%232%330%Outofconsumers

who

knew

thebrand,

11%

saidtheyhadheardaboutVHV

inthemedia.

Thisranksthemtenthcompared

to

other

brandssurveyed

inthismarket.4AXA21%5DEVK19%6CosmosDirektR+V18%717%8GeneraliDebekaVHV16%89%913%BuzzN/A1011%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=829,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

Identifyandunderstandyourcoreaudiences?

TrackbrandKPIs?