Four first places in the "VerkehrsRundschau" image rankings
Number one in the vans category: Mercedes-Benz
Number one in the rental/leasing category: Mercedes-Benz CharterWay
Number one in the telematics category: Daimler FleetBoard
Number one in the environment category: Mercedes-Benz Trucks and Vans
Germany's truck hauliers and commercial transport operators have chosen the best brands in the commercial vehicle market. On behalf of the Munich-based weekly magazine "VerkehrsRundschau", market research institute TNS Emnid surveyed 400 executives to ascertain the image of the most important suppliers of commercial vehicles as well as fleet products and services. The commercial vehicle brands of Daimler AG were nominated in six of the specified categories, and emerged victorious in no fewer than four. These included such categories as vans, rental/leasing, and telematics. In addition, Mercedes-Benz also took the number one spot in the new "environment" category, thus highlighting the importance of the "Shaping Future Transportation" initiative which Daimler continues to promote strongly despite the current market conditions. For the first time the image study undertaken by "VerkehrsRundschau" also included two rankings per category: one for an image ranking by small fleet operators (up to 10 commercial vehicles), and the second for an image ranking by medium and larger fleet operators (upwards of 11 commercial vehicles). If a brand achieves first place in both rankings then it is deemed the undisputed victor of the category. The commercial vehicle brands of Daimler therefore achieved this "double victory" in each of the respective categories in which they were successful.
Mercedes-Benz Vans takes the vans category
In the vans category, one brand dominated the field of suppliers. Mercedes-Benz was voted to the top spot both by small fleet operators (up to 10 commercial vehicles) as well as truck hauliers and commercial transport companies with medium and larger fleets (upwards of 11 commercial vehicles). Taking 812 and 781 points respectively, out of a possible maximum of 1000 image points, as in previous years Mercedes-Benz once again emerged as the clear winner of this category to pick up the Image Award.
Mercedes-Benz CharterWay tops the rental/leasing category
In the rental/leasing category, truck hauliers and commercial transport operators also clearly preferred one particular brand: Mercedes-Benz CharterWay. With 746 and 722 image points respectively, the brand enjoys the best reputation among small fleet operators as well as medium and larger fleet operators. Mercedes-Benz CharterWay has won the Image Award in this market segment five times in a row.
Daimler Fleetboard wins in the telematics category
When it comes to telematics systems, truck hauliers and commercial transport managers also have a clear brand favourite, preferring the solutions on offer from Daimler FleetBoard for vehicle management. Taking 712 and 745 points respectively out of a possible maximum of 1000 image points, the wholly-owned subsidiary of the Stuttgart vehicle group topped the rankings both among the small fleet operators as well as the medium and larger truck fleet operators. Fleet operators particularly appreciate the fact that FleetBoard makes a significant contribution to increasing the economic efficiency of a vehicle fleet, thanks to an average reduction in fuel consumption of 7%, for example.
Logistics specialists want cleaner commercial vehicles
For the first time as part of the image rankings, a special "environment" prize was awarded. A majority of around 40% of those surveyed voted in favour of the Stuttgart manufacturers Mercedes-Benz Trucks and Mercedes-Benz Vans. An important element for logistics managers when it comes to environmental protection is primarily the reduction of pollutants, such as carbon dioxide, when operating vehicles. Another interesting result to emerge from the representative market study was the fact that logistics specialists are also prepared to pay more for environmental protection. Almost 59% of those surveyed said that they would accept a surcharge for a more environmentally friendly product. Of particular note in this respect is the fact that transport and haulage firms are more prepared to pay a supplement than the fleet operators in commercial and industrial sectors.
2010 image rankings
The principle behind the image rankings is to establish a representative opinion of the image and awareness of the market-leading suppliers of commercial vehicles as well as products and services for commercial vehicle fleets. For this purpose, in October/November 2009 the Bielefeld-based market research institute TNS Emnid, acting on behalf of "VerkehrsRundschau", surveyed a total of 400 randomly-selected purchasing and logistics managers, and also executives of haulage and industrial and commercial companies with their own commercial vehicle fleets. The basis for the survey comprised all companies involved in commercial road transport in Germany and maintaining a commercial vehicle fleet. The study put to the vote some 117 brands making up the leading suppliers in Germany in terms of market share and public awareness. Mercedes-Benz was voted the most popular commercial vehicle brand in Germany.