Every quarter, La Matrice and the Ifop Institute publish their barometer on the image of the main French brands. To do this, a panel of French people must answer the following question: “based on what you have heard of these large companies in recent months, do you have a very good image of them, rather good image, rather bad image or very bad image ? “. And the least that can be said is that the national automobile industry is celebrating: after many years in which an excellent strategy enabled Peugeot to achieve excellent results while transforming its image, the brand au lion now occupies first place in the ranking. It collects a positive image for 84% of respondents and only 12% of those questioned have a bad image. With an image index of 72%, the Sochaux manufacturer does better than Leclerc (70%) which comes second tied with Michelin, the brand which dominated this barometer a few years ago.
The POsternak-Ifop ranking for September 2022
And the other French manufacturers are not left out. Fifth, Citroën also collects a majority of positive opinions with 80% good images, 15% bad images and an index of 65%. But the best progress comes from Renault. Tenth in 2018, the diamond brand then plummeted after the incredible affairs of Carlos Ghosn. But the strategy of the new management is clearly bearing fruit in terms of image: up to eighth place in the ranking, Renault is now well perceived by the French with 77% positive opinions against 20% negative opinions. It is the brand that makes the biggest improvement in the ranking with a final score of 57% in the image index and a gain of 10 points.
Energy at the back of the pack
A sign of the times, energy companies are struggling to maintain a good image. 21st, ENGIE has an image index of only 31%. Still better than TotalEnergies, 28th, and its 14% image index. Only SFR and SNCF do worse with respectively 5 and 4%.
