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Automotive
and Oil

The automotive industry is becoming more and more competitive, characterised by increasing globalisation, industry consolidation, diminishing margins, and excessive capacity. In such an environment, the need to make every investment decision a prudent one is paramount. Similarly, there is a real need to fully understand every step of the value chain if the full benefit of investment is to be felt.

Capital intensive, dynamic, and complex, the energy industry faces a huge set of challenges. With the balance of resources constantly changing, it is an exciting time to be in the industry. There is significant interest in the green energy systems, and the industry requires specialised equipment at every level, from exploration through to processing and refining, as well as distribution.
 
Insight Survey has extensive experience in using market research to help automotive and oil companies navigate shifting consumer demands, regulatory landscapes, and technological advancements.

For automotive brands, it provides insights into buyer brand/vehicle preferences, brand perception, marketing and advertising, and purchase drivers – enabling more effective vehicle design, pricing strategies, and marketing campaigns. It also informs innovation in areas like electric vehicles, connectivity, and mobility services.

We have conducted surveys and interviews with the following key stakeholders in the Automotive Industry (Passenger, LCV, MCV and HCV):
  • Vehicle owners
  • Dealer principals
  • Sales managers at dealerships
  • CEO/Directors and Senior and Middle management at OEMs
  • Small to large commercial fleet operators
In the oil industry we have gained quantitative and qualitative insights among key sectors across South Africa, such as:
  • Independent workshop owners and mechanics
  • Informal mechanics
  • Engineering shops
  • Mining companies
  • Farmers
  • Fleet operators
  • Taxi owners and drivers

Case Study:

Understanding Purchase Drivers to Build Brand Appeal

Insight Survey partnered with one of the top global vehicle brands to build a stronger emotional connection with South African car buyers and enhance its competitive position in the compact vehicle segment.

Business Challenge

Despite strong value-for-money offerings, this major global automotive manufacturer sought to better understand what drives purchase decisions, especially among first-time buyers, so it could refine its messaging, brand image, and appeal in a highly competitive market.

Research Methodology

  • Insight Survey conducted a comprehensive study using both quantitative and qualitative methodologies.
  • The research focused on current and potential buyers of A- and B-segment vehicles in South Africa, with a specific focus on demographics (e.g. income and employment), motivations, brand associations, and the path to purchase.
  • We identified key influencers and decision-makers in the car-buying process, explored buyer perceptions of the brand and its competitors, and pinpointed the emotional and functional factors influencing brand preference.

Impact

  • The research revealed that while the brand was strongly associated with affordability, it lacked the emotional and aspirational appeal of competitors.
  • Buyers prioritised not only price but also status, style, and emotional satisfaction – areas where the brand needed to reposition itself to improve brand strength.
  • Key purchase decision influencers included family, peers, online reviews, and dealership experiences.
  • The findings informed new marketing strategies, including emotional messaging, lifestyle-focused branding, and improved dealership engagement.

By understanding its buyers’ motivations, decision-making styles, and emotional triggers, the brand has been able to refine its value proposition and communication. This allowed it to position itself more effectively as a desirable and trusted vehicle brand among South African consumers.

Case Study:

Advertising and Branding Research in the Oil Industry

Business Challenge

  • We were approached by The ROSE Foundation, a nationwide leader in environmentally acceptable oil recycling, to design and conduct a national brand and advertising tracking study among the key B2B target market sectors.
  • The key objectives were to: (1) provide media consumption and demographic information about the target customer; (2) test and provide feedback on the best advertising concepts; (3) measure brand and advertising awareness, as well as perceptions and behaviour regarding oil storage and recycling.

Research Methodology

  • We conducted personal interviews across South African metropolitan areas to better understand the target market demographics and media usage.
  • We held focus group discussions to gain insights into oil storage, disposal, and recycling. Most importantly, we got feedback on the best advertising concepts and suggestions on how the ads could be more effective.
  • We designed and implemented a brand and advertising tracking study to monitor the effectiveness and ROI of the marketing campaign. Interviews were conducted on the same target market segments.

Impact

We enabled the ROSE Foundation to develop a B2B marketing strategy, and make more informed marketing and advertising decisions that has helped to significantly improve responsible used oil collection and recycling in South Africa.

Let's Connect

Our team will respond within the next 24 hours, sooner if possible.
If the inquiry is more urgent, please call 021 045 0202 (Cape Town) or 010 140 5756 (Johannesburg).