CATL - Brand Awareness Survey
Company overview
Contemporary Amperex Technology Co. Limited (CATL) is a globally leading manufacturer of lithium-ion batteries and energy storage systems, committed to delivering efficient, safe, and sustainable energy solutions for new energy applications. Since its inception, CATL has rapidly grown through exceptional R&D capabilities and strong industry integration, establishing itself as a technological pioneer and market leader in the global electric vehicle battery sector. The company maintains long-term strategic partnerships with major automotive manufacturers worldwide and operates across Asia, Europe, and the Americas.
Research background
With the rapid expansion of the global new energy vehicle market, battery technology as a core component has become an increasingly important focus for both automakers and consumers. Amid growing market competition, CATL seeks to gain a comprehensive understanding of consumer awareness and perceptions toward its brand through scientific and systematic research, in order to further optimize its marketing communication strategies and reinforce its market leadership. In July 2023, CATL commissioned CEIDEA Research to conduct a brand awareness survey in the top 20 cities by electric vehicle market penetration, aiming to evaluate the effectiveness of current brand communication and identify potential areas for improvement.
Research scope
In July 2023, CEIDEA Research, on behalf of CATL, conducted both online and offline brand awareness research in 20 key cities with the highest electric vehicle penetration rates across China. The study employed a mixed-methods approach combining quantitative questionnaires, on-the-spot intercept interviews, and online sample collection to reach a broad target audience. The research primarily assessed consumers' level of awareness of the CATL brand, brand associations, overall brand impressions, exposure channels, and comparative awareness of competing brands. Additionally, the study analyzed the penetration and communication effectiveness of the CATL brand across different cities and consumer segments, identifying both the strengths and gaps in current communication strategies, and providing data-driven insights and recommendations for future brand communication optimization.
Expected outcomes
This study will deliver CATL a comprehensive and systematic report on the current state of brand awareness, enabling the company to accurately identify its brand communication strengths and weaknesses, and to clearly assess the effectiveness of its messaging across different markets and consumer groups. The findings will provide a scientific basis for optimizing communication content, improving media mix efficiency, deepening brand associations, and expanding brand influence, ultimately helping CATL maintain its leadership position in the new energy vehicle sector and build a more differentiated and competitive brand identity.
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