he Berylls by AlixPartners Automotive Benchmark (BAMB) score measures and compares the Marketing and Sales performance of OEMs in Germany.
How are OEM Sales Performances doing? The Automotive Marketing Benchmark 2024 considers the whole Marketing and Sales funnel – from Website Visits to Sales – as well as the Marketing Budget. It helps brands to benchmark themselves against direct or potential competitors.
Our authors are taking a very close look into more than 30 car brands within the german market. Based on high profile data (e.g. Nielsen, KBA, Similarweb) as well as own research by Berylls, they fan out the overall OEM Sales Performances and rank them in different categories.
1 BUDGET: Overall tighter budgets cause brands to save on media spend, on average – 5% (‘24 vs. ‘23)
2 FUNNEL: Overall funnel effectiveness decreasing: YoY 12% more Website Visits required per unit Sale indicate increased competition / cross-browsing
3 MEDIA-MIX: Balanced media mix as efficiency driver with ~50% less spend required for comparable performance than brands w/ overly Digital or Non-Digital
4 TOP PERFORMER: ..
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