German car buyers are attributing more value to the fact that components come from reputable supplier brands, according to a study by Nuremberg-based research company Puls, reported in Automobilwoche.
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Luxury car buyers are particularly influenced by big supplier names.
The researchers questioned 3,000 car owners and buyers. Almost 60% said that they think it is important or very important that that components come from reputable suppliers, while just 15% attached no value whatsoever to supplier brands.
Almost two thirds of interviewees believe that certain suppliers improve the quality of their cars.
In particular customers value cooperation with suppliers in braking, chassis and steering components, and they are prepared to pay a premium for components from known brands.
In terms of recognition Bosch is the best-known brand, followed – at some distance – by Hella and Siemens VDO.
Automobilwoche said that the researchers believe the results indicate that there are untapped synergies in the automotive business model.
OEMs should use supplier brands more in their publicity. By co-branding OEMs could increase the value of their vehicles.
One example of a successful brand partnership quoted in the article is that of outdoor clothing specialist Schőffel and specialist textile supplier Gore-Tex.
