Marketing Communications

CASE 6 197

2008, and reached the lowest level recorded since 1997,

with the exception of 2009. After a dramatic drop in Austria

(125 836 in 2008 to 56 620 in 2009), output recovered by

52% to 86 000 units in 2010. Europe’s biggest passenger

car producer is Germany with 5.6 million cars in 2010, up

by 11.8%.

Evolution of number of new passenger

cars in Belgium

In 2011 a total of 577 382 new passenger cars were regis-

tered in Belgium. The average age of the Belgian passenger

car is increasing: in 2011 it was 7 years, 11 months and

24 days, while in 1991 the average age was 6 years and

21 days. Table 6.4 summarises the number of registrations

of new private cars in Belgium for the period 2008–11.

Evolution of advertising budgets of car

brands in Belgium

The car industry is one of the largest advertising spenders

in Belgium, together with government, financial services

(banking and insurance), telecoms, retail distribution and

fast-moving consumer goods. Table 6.5 gives an overview

of total advertising budgets spent by the major car makes

in Belgium. These budgets are an aggregation of all tradi-

tional above-the-line media: TV, radio, magazines, newspa-

pers, billboards, cinema and Internet advertising.

Table 6.4 Registration of new private cars in Belgium, 2008–11

Brands 2008 2009 2010 2011

Volkswagen 53 465 9.9% 42 713 8.9% 53 842 9.8% 62 330 10.8%

Renault 49 019 9.1% 46 839 9.7% 58 400 10.6% 61 541 10.7%

Peugeot 52 993 9.8% 44 751 9.3% 52 702 9.6% 48 805 8.5%

Citroën 49 171 9.1% 43 541 9.1% 48 595 8.8% 45 656 7.9%

Opel 45 265 8.4% 40 896 8.5% 40 733 7.4% 42 922 7.4%

Ford 39 563 7.3% 37 808 7.9% 38 531 7.0% 39 065 6.8%

Audi 27 482 5.1% 26 975 5.6% 29 548 5.4% 31 800 5.5%

BMW 31 274 5.8% 25 957 5.4% 29 123 5.3% 29 721 5.1%

Toyota 23 904 4.4% 20 443 4.3% 20 373 3.7% 21 966 3.8%

Mercedes 23 574 4.4% 18 921 3.9% 21 802 4.0% 21 270 3.7%

Volvo 12 423 2.3% 13 214 2.8% 17 227 3.1% 19 786 3.4%

Skoda 13 281 2.5% 12 302 2.6% 15 797 2.9% 19 758 3.4%

Nissan 11 213 2.1% 12 550 2.6% 15 589 2.8% 18 490 3.2%

Hyundai 10 407 1.9% 8 815 1.8% 9 981 1.8% 14 540 2.5%

Dacia 3 483 0.6% 4 050 0.8% 10 215 1.9% 13 980 2.4%

Fiat 15 174 2.8% 12 767 2.7% 15 857 2.9% 13 230 2.3%

Kia 9 825 1.8% 9 593 2.0% 9 684 1.8% 12 407 2.1%

Seat 11 082 2.0% 9 472 2.0% 10 122 1.8% 10 405 1.8%

Suzuki 6 248 1.2% 7 783 1.6% 9 295 1.7% 7 174 1.2%

Mini 7 187 1.3% 5 475 1.1% 6 329 1.1% 6 825 1.2%

Alfa Romeo 4 654 0.9% 3 886 0.8% 6 032 1.1% 6 234 1.1%

Mitsubishi 3 495 0.6% 2 879 0.6% 3 927 0.7% 4 766 0.8%

Chevrolet 4 859 0.9% 4 276 0.9% 5 323 1.0% 4 336 0.8%

Honda 4 808 0.9% 4 466 0.9% 3 676 0.7% 3 358 0.6%

Mazda 5 109 0.9% 3 460 0.7% 3 784 0.7% 2 480 0.4%

Land Rover 2 670 0.5% 1 910 0.4% 2 208 0.4% 2 246 0.4%

Lancia 2 404 0.4% 2 303 0.5% 1 750 0.3% 1 726 0.3%

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