Domestic Luxury Car 'Immediate Consideration' Segment is 8.7x Higher - Office Building Media 'GRAND' Features High Density of Luxury Car Owners and Potential Buyers; Automotive Cases Demonstrate Generation of Store-Visit Motivation

Study Overview GRAND, the operator of the office building advertising media 'GRAND' (a Mitsubishi Estate Group company), has released its research results and empirical cases regarding brand awareness and the generation of store-visit motivation for automotive brands.

Research Findings: High Density of Luxury and Import Car Ownership and Consideration Comparing GRAND viewers with the general public, viewers significantly outperformed the general public in ownership and purchase consideration for luxury and imported cars.

- Currently specifically considering domestic luxury cars: 11.3% (8.7x higher than the 1.3% general average). - Luxury car ownership rate: 15.3% (3.6x higher than the 4.3% general average).

Additionally, focusing on individuals with an annual income of over 10 million yen, approximately one in three are 'currently considering' luxury cars, indicating a high concentration of purchasing power.

Empirical Results in Automotive Cases Brand lift surveys conducted for two automotive industry cases demonstrated the following:

- Official website visit rate: Approximately 1/4 to 1/2 of viewers reached the site. - Action induction rate: Over 80-90% of viewers engaged in active behavior.

Evaluation of Media Environment In a survey of 2,071 office workers, GRAND's media credibility was rated at 46.0% (2nd among 9 media), and its low-stress environment was rated at 49.4% (1st among 9 media).