19% of new shoppers avoid Toyota, according to 2010 J.D. Power study

Article by Christian Andrei, on December 16, 2010

In the 2010 Avoider Study by J.D. Power and Associates, about 19% of new-vehicle shoppers who were surveyed avoided Toyota due to its “bad reputation,” a jump of 17 percentage points from a year ago.

The market research firm found that an increasing number of new-car shoppers steer clear of Toyota showrooms because of its quality and safety problems.

About 15% of those surveyed said that they had “a bad experience” with Toyota, a rise of 12 percentage points compared to last year. Meanwhile, 15% were “concerned about the future of this vehicle brand,” a 11-point increase from 2009.

In this survey, respondents may cite several reasons for including a brand in their search. J.D. Power and Associates analyst Kerri Wise said that in the past, Toyota has done well when it comes to “reliability perception” but the carmaker now suffers in two specific areas: bad reputation and bad experience.

Earlier this week, Kelley Blue Book had released a separate study, naming Toyota as once again the most considered auto brand among new-car shoppers.

In this third-quarter Market Intelligence Brand Watch study, about 25% of new-vehicle shoppers who visited kbb.com showed interest in Toyota while Ford got 24% and Honda garnered a 23% interest.

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