Marketing Communications

CASE 6 199

Brands 2008 2009 2010 2011

LADA 37 0.0% 13 0.0% 64 0.0% 34 0.0%

Itineo 23 0.0% 43 0.0% 42 0.0% 34 0.0%

Knaus 53 0.0% 39 0.0% 26 0.0% 32 0.0%

Laika 34 0.0% 34 0.0% 35 0.0% 27 0.0%

Morgan 21 0.0% 35 0.0% 29 0.0% 20 0.0%

Cadillac 164 0.0% 73 0.0% 44 0.0% 19 0.0%

VAZ Lada 24 0.0% 13 0.0% 0 0.0% 0 0.0%

MB 953 0.2% 1 029 0.2% 0 0.0% 0 0.0%

Others 634 0.1% 549 0.1% 503 0.1% 429 0.1%

Total 541 142 100% 480 463 100% 551 661 100% 577 382 100%

Source : From Statistics Belgium, htttp://statbel.fgov.be/nl/modules/publications/statistiques/verkeer_vervoer/inschrijvingen_nieuwe_en_tweedehandse_

voertuigen_2008-2011.jsp (accessed May 2012).

Table 6.4 (cont’d)

Table 6.5 Advertising budgets per year (all media) in Belgium, 2008–11 (€)

Brand 2008 2009 2010 2011

Gillet 30 016 0 0 0

Saab 1 819 302 934 612 2 247 108 783 907

BMW 19 597 054 17 177 907 12 772 607 16 723 090

Mini 4 049 959 3 962 242 2 846 650 4 246 611

Chevrolet 5 972 175 3 772 578 3 443 444 3 902 545

Chrysler 1 258 505 519 912 88 044 0

Chrysler Jeep Dodge 184 231 450 578 134 207 0

Dodge 2 418 768 548 799 101 107 0

Jeep 1 480 329 67 099 2 690 1 569 645

Citroën 16 561 728 20 182 166 21 715 952 25 786 952

Audi 7 900 808 6 224 083 5 844 075 8 230 708

Bentley 3 900 4 100 4 500 0

D’Ieteren Car Centers 51 520 66 866 345 083 300 214

Lamborghini 0 0 4 500 0

Porsche 478 231 640 755 561 438 346 544

Seat 4 075 779 6 498 581 7 233 629 8 582 230

Skoda 5 364 052 3 541 912 6 600 748 7 742 586

VW 17 708 904 18 376 325 21 994 243 25 334 709

VW Commercial Vehicles 0 0 226 754 986 354

Daihatsu 201 264 25 952 3 440 40 779

Mercedes – Benz 12 385 687 7 496 604 8 238 167 12 358 541

Smart 859 943 620 226 1 043 960 1 271 238

Abarth 0 136 532 149 805 59 458

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