Driving Hybrid SUV Success Through Competitor Teardowns in Europe

Client Background 

The client, a global automotive OEM with a strong portfolio of hybrid and ICE vehicles, had recently launched a hybrid SUV range in Europe. While the same models were performing well in several international markets, sales in key European countries were significantly below forecast. Early internal analyses suggested that the issue was not purely product related, prompting the client to seek a deeper understanding of competitive dynamics in these markets. 

Client’s Challenge 

Despite having access to internal pricing and sales data, the client lacked visibility into how EV competitors were shaping consumer expectations and dealer behaviour at a regional level. They needed a clear, external perspective on feature bundles, incentive structures, buyer sentiment, and localized marketing activity to understand why hybrids were underperforming and how to recalibrate their strategy. 

How Mordor Intelligence Helped 

• Detailed Competitive Benchmarking: Conducted side-by-side comparisons of features and pricing between hybrid and EV models to highlight gaps and advantages. 
• Dealer and Channel Insights: Interviewed regional dealer groups to evaluate the effectiveness of promotional strategies and channel incentives. 
• Market Share and Regional Analysis: Mapped market share across metro clusters by analyzing inventory levels, sales timing, and local marketing campaigns. 
• Brand Awareness and Sentiment Tracking: Benchmarked competitor awareness and message recall using third-party sentiment trackers to understand regional brand strength. 

Key Findings 

• Competitors offered high-value features at lower trim levels, increasing their attractiveness.
• Channel margin differences discouraged dealers from aggressively promoting hybrids.
• Local campaigns and media spend were more optimized for EVs, influencing consumer choice. 

Our Industry Coverage 

Mordor Intelligence’s competition analysis spans over 20 industry verticals worldwide. We specialize in understanding competitive dynamics at the intersection of adjacent markets and converging technologies, providing insights tailored to complex B2B and B2C environments. 
We serve a diverse client base, from Fortune 500 companies to fast-growing firms, delivering competitor intelligence aligned with business models, channel structures, and strategic goals.