Market Research for Auto & Mobility Brands

How we help auto and mobility teams decide with confidence

A car is rarely bought on the first showroom visit. Buyers compare online, pull quotes from two or three dealers, come back with questions about service and warranty, then sign. Market research with MKOR shows you where people drop out of that journey, which attributes actually swing the brand choice, and how ready your customers are for the switch to electric.

We work with OEMs, importers, leasing and rental companies, and mobility platforms, turning questions from the showroom and the app into operational recommendations. Not reports that describe the market in general terms and hedge on every conclusion.

New model launches

A model that misses its audience costs far more than a failed briefing. We test positioning, trim features, and messaging before dealers receive stock, through brand and concept testing and product testing with drivers from the target segment. Example in the field: the opportunity study on the Romanian automotive market for Autowass, where we sized demand before entry into the segment.

Brand performance

Who makes the shortlist when buyers start looking for their next car? Which attributes do people associate with you versus the top three competitors? We answer through continuous brand tracking, brand awareness research, and competitive analysis, with waves calibrated to the auto purchase cycle. Real results: the Goodyear Romania satisfaction study, where we measured brand perception nationally and across B2B channels.

Understanding the customer

Ask someone why they chose a specific car and they will say “price.” Track the real journey and you find out that the deciding factor was the 500-kilometer service visit and one review on a forum. We combine usage and attitudes research with in-depth interviews and consumer profiling across usage segments, from urban commuters to corporate fleets. Applied work: travel and car rental habits for Avis, where we followed the decision from reservation through key return.

Digital efficiency & dealer experience

A prospect requests a quote on your website at 10 p.m. and expects an answer by noon the next day. If the dealer does not call, they move to another brand. We measure response times, message consistency, and showroom treatment through mystery shopping at dealers and through consumer experience research on digital channels. On the ground: the mystery shopping program for Auto Soft customers, run across their own showroom network.

Sustainable mobility

The transition to electric is not happening evenly. Some cities are ready, others still lack charging infrastructure, and buyers know the difference. We measure EV openness, the real barriers (range, charging, list price, total cost of ownership) and the opportunity windows through innovation and forecasting and market opportunity analysis on urban segments and fleets. Concrete example: the perception study on the electric car market for Volvo, with results broken down by region and driver profile.