3.4. Clustering Results
In order not to advertise a particular car model, the individual cars and their presence in one or another cluster will be discussed only under their index number from 1 to 37, which does not correspond to their alphabetical order.
Clustering into 3 clusters:
Engine Type known clusters: EV (4,9,10,11,12,14,19,21,22,27,29,30,31,33,37), ICE (1,2,5,6,8,13, 15,17,20,23,24,25,26,28,32,34), Hybrid (3,7,16,18,35,36)
After Agglomerative clustering in the first cluster felled cars with indexes (3,5,7,8,10,12,13,14,16, 21,23,25,26,27,28,33,34,35,36) in the second cluster (1,4,11,15,17,18,19,20,22,24,30,31,32,37) and in third cluster (2,6,9,29).
For DBSCAN in the first cluster we found cars with indexes (1,2,3,5,6,7,8,9,10,11,12,13,14,15,16, 20,21,23,25,26,27,28,29,30,31,33,34,35,36,37), for the second (17,18,22,24), and for the third (4,19,32).
For Gaussian clustering–1 cluster (1,3,4,5,10,11,14,15,18,19,20,22,23,24,25,26,28,33,37), second cluster (13,16,27,30,34,35,36) and third cluster (2,6,7,8,9,12,17,21,29,31,32).
For K-Means clustering in the first cluster we have (1,3,4,5,11,14,17,18,19,20,21,22,23,24,26,28, 32,33), in the second (8,10,13,15,16,25,27,30,34,35,36,37) and in the third (2,6,7,9,12,29,31).
From just inspecting the clusters: K-Means and Gaussian Mixture seem most similar — both cluster (2,6,7,9,12,29,31) together as a cluster, and both frequently group (1,3,4,5,11,14,15,18,20,22,23, 24,25,26,28,33,37) together. Agglomerative and K-Means overlap somewhat, especially for clusters that include (1,3,5,14,23,26,33). DBSCAN is most different — its first cluster includes almost all points, acting more like a dense core grouping.
We estimated pairwise similarity between clustering results by comparing how many pairs of cars are clustered together in each pair of methods. To do that we calculated the Rand Index by counting how many pairs of elements (i, j) are in the same cluster in both A and B (SS) and in different clusters in both A and B (DD), then we computed:
A similarity score between 0 and 1 indicating how similarly the two algorithms clustered the data is presented in
Table 7.
Figure 13.
Results of data clustering into three cluster groups using the methods K-Means Clustering, Gaussian Mixture Clustering, Agglomerative Clustering, and DBSCAN.
Figure 13.
Results of data clustering into three cluster groups using the methods K-Means Clustering, Gaussian Mixture Clustering, Agglomerative Clustering, and DBSCAN.
The clusters overlap significantly, but each algorithm defines them differently due to their inherent logic. Most similar clustering algorithms (in order of similarity): K-Means & Gaussian Mixture — high overlap in cluster structure. Agglomerative & K-Means — moderate overlap. Agglomerative & Gaussian — some overlap. DBSCAN & others — least similar to all others; DBSCAN clusters are broader or more noise-tolerant.
Also, neither of the clustering method overlapped highly with the expected three clusters (ICE, Hybrid, EV). The highest similarity was obtained with the Gaussian Mixture Model (0.539), which is insufficient. From this we can conclude that the engine type factor is not of great importance for the current way in which the studied cars are naturally clustered differently, and that we need to look for another, currently hidden factor that influences more how the different cars are perceived by the driver.
Clustering into 8 clusters.
Based on the Theta/Alpha EEG increase or decrease, pulse rate increase or decrease and GSR increase or decrease we subdivided the vehicles in eight categories: CL1 (1,11,13,18,22,24), CL2 (5,6,12,14), CL3 (2,4,19,20,31,32), CL4 (9,29,33), CL5 (7,16,23,34), CL6 (3,10,21,26,27), CL7 (15,17,30,37) ,CL8 (8,25,28,35,36).
After Agglomerative clustering cars the following indexes fell into the relevant clusters CL1(15,17,30,37), CL2(8,13,25,35,36), CL3(7,16,23,34), CL4(3,10,21,26,27), CL5(2,4,19,20,31,32), CL6(9,29,33), CL7(1,11,18,22,24,28), CL8(5,6,12,14).
With DBSCAN we subdivided the car indexes as follows: CL1(1), CL2(2), CL3 (3,4,5,7,8,9,10,11,14,15, 16,17,18,19,20,22,23,24,25,26,28,29,30,31,32,33,34,36,37), CL4(6), CL5(12), CL6(13), CL7(27), CL8(35)
After Gaussian clustering we obtained CL1(3,5,14,28,33), CL2(16,35,36), CL3(2), CL4(10,23,26,34,7), CL5(8,9,12,13,21,25,27,29,31), CL6(4,15,17,18,19,24,30,32,37), CL7(6), CL8(1,11,20,22).
For K-Means clustering our clusters were CL1(3,5,14,28,33), CL2(16,35,36), CL3(2), CL4(10,23,26,34), CL5(7,8,9,12,13,21,25,27,29), CL6(4,15,17,18,19,24,30,31,32,37), CL7(6), CL8(1,11,20,22)
Table 8.
A similarity score between 0 and 1 indicating to what extend the data is clustered at 8 clusters clustering.
Table 8.
A similarity score between 0 and 1 indicating to what extend the data is clustered at 8 clusters clustering.
| |
ENGINETYPE |
K-MEAN |
GAUSSIAN |
AGGLOMERATIVE |
DBSCAN |
| ENGINE TYPE |
1 |
0.809 |
0.800 |
0.812 |
0.375 |
| K-MEANS |
0.809 |
1 |
0.973 |
0.868 |
0.428 |
| GAUSSIAN |
0.800 |
0.973 |
1 |
0.841 |
0.419 |
| AGGLOMERATIVE |
0.812 |
0.868 |
0.841 |
1 |
0.455 |
| DBSCAN |
0.375 |
0.428 |
0.419 |
0.455 |
1 |
Unsupervised clustering into eight clusters showed that agglomerative clustering comes closest to the initial expectation of how the cars should be distributed. In addition, the table shows that the other two methods K-Means and Gaussian also give high similarities to the expectations and only DBSCAN subdivides the cars in a different way as presented on
Figure 14.
We have also performed a multidimensional scaling by using the resulting similarity matrix for all of the 37 cars tested. The visualization of the scaling is presented on Figure15. We have found that the quality of the Solution (Kruskal Stress-1) is with two dimension Stress 1 index is 0.238 or poor — expected for 37 objects and with three dimension Stress 1 index is 0.135 or Fair / Good. With 37 objects, a value of around 0.24 in two dimensions is typical — the reduction to 0.14 in three dimensions the result confirms that the third dimension carries additional information. Working with the three dimension solution is recommended. Key Observations:
In the two dimensional map (Dimension 1 × Dimension 2), several clear groupings emerge. On the right side of the lower quadrant, Hyundai NEXO and VW ID BUZZ are very close together — indicating a similar neurophysiological profile. In the upper right corner, Porsche Taycan, Opel Astra GSI, and BMW M2 form a cluster associated with high emotional activation. Strong outliers are DACIA JOGER and MERCEDES GLC, both positioned in the lower left corner — displaying a very different profile compared to the remaining objects. KIA EV9 and Renault Arcana are nearly overlapping, which is noteworthy given their very different market positioning — they likely elicit a similar autonomic response in respondents. On
Figure 16 is presented an analysis of the Positioning Map (Dimension II × Dimension III).
Figure 14.
Results of data clustering into eight cluster groups using the methods K-Means Clustering, Gaussian Mixture Clustering, Agglomerative Clustering, and DBSCAN.
Figure 14.
Results of data clustering into eight cluster groups using the methods K-Means Clustering, Gaussian Mixture Clustering, Agglomerative Clustering, and DBSCAN.
Figure 15.
Multidimensional scaling in two dimensions.
Figure 15.
Multidimensional scaling in two dimensions.
Figure 16.
Analysis of the Positioning Map (Dimension II × Dimension III).
Figure 16.
Analysis of the Positioning Map (Dimension II × Dimension III).
The map shows the projection of the MDS solution onto the second (20.9% explained variance) and third (16.6%) dimensions, together with attribute vectors. We can provide the following axes interpretation. Axis II (horizontal, 20.9%) is dominated by the PULSE vectors (PRE, DRIVE, POST), pointing to the left. This means that brands positioned on the left side elicit higher heart rate — greater physiological arousal. The axis can be interpreted as "physiological activation / stress."
Axis III (vertical, 16.6%) is dominated by SC (skin conductance — galvanic skin response) pointing upward, and EEG + SARUTATION pointing downward. The upper zone corresponds to higher electrodermal activity (excitement/interest), while the lower zone reflects higher brain activity and salivation. The axis can therefore be interpreted as "electrodermal response vs. cognitive/gustatory activation." In respect to Quadrant Analysis we have found the following quadrant groups.
Upper right quadrant is with high SC, low PULSE:
The SC PRE, SC DRIVE, and SC POST vectors point directly into this region. Brands located here elicit a strong electrodermal response (subconscious excitement) without cardiovascular loading. This quadrant includes Hyundai NEXO, VW ID BUZZ, Hyundai STARIA, MUSTANG MACH1, DACIA JOGER, and SUBARU SOLTERRA — a diverse group unified by their ability to visually and stylistically capture attention.
Upper left quadrant is with high SC + high PULSE:
MERCEDES GLC stands out as a strong outlier here — the only brand that combines high electrodermal response with elevated heart rate. This is a profile of high overall autonomic activation, meaning the brand simultaneously triggers physiological stress and subconscious excitement.
Lower left quadrant is with high PULSE, low SC:
HAVAL DARGO, BMW M2, VW ARTEON, Alfa Giulietta, KIA EV9, Renault Arcana, Hyundai IONIQ 6, and MERCEDES AMG EQE SUV — these brands elicit elevated pulse but weak skin conductance response. This profile is more consistent with tension or anxiety rather than positive excitement. Notably, BMW M2 and MERCEDES AMG EQE SUV appear here — the sporty and premium brands raise the heart rate, but do not trigger that subconscious "wow" in the electrodermal response.
Lower right quadrant is with high EEG + SARUTATION, low PULSE:
VOLVO XC60 is a clear outlier at the bottom — dominated by EEG DRIVE, EEG POST, and SARUTATION DRIVE vectors. This indicates high brain activity and salivatory response during and after the driving experience, without physiological stress. The profile resembles "cognitive engagement and pleasure" — the brand makes people think and feel good after exposure to it.
Central zone quadrant (around the origin):
A large cluster of brands is concentrated near the center — Porsche Taycan, BMW iX, POLSTAR 2, Mercedes GLC Coupé, PEUGEOT e 2008, HONDA E NY1, VW Touareg, INEOS GRENADIER, MERCEDES S580, Smart Brabus, VW ID3, BMV XM, and others. These brands display a mediocre, undifferentiated neurophysiological profile along axes II and III — they do not stand out meaningfully on either attribute vector.
The key findings from the analysis are the following:
MERCEDES GLC is the only brand with simultaneously high activation on both axes — an exceptionally distinctive profile, likely driven by a powerful brand image.
VOLVO XC60 is the cognitive outlier — it provokes reflection and pleasure after exposure, a unique profile among all the brands studied.
The mass clustering at the center represents a strategic concern — most brands are not differentiated in their neurophysiological footprint across these two dimensions, suggesting that consumers experience them in a similarly undistinctive way at a subconscious level.
Hyundai NEXO and VW ID BUZZ remain close to each other in this projection as well — a consistently similar profile across all three dimensions, which is a strong signal of competitive overlap.