Toyota, Ford and Honda top survey on consumer auto brand perceptions

Article by Christian A., on January 26, 2012

Honda, Toyota and Ford have maintained the top three positions in a survey of consumer perceptions on automotive brands, Consumer Reports states. However, their lead compared to other brands is shrinking. This year, Honda is only two points ahead of Chevrolet, which is then followed by Mercedes-Benz. Rounding up the top ten ranks, and in no particular order, are Volvo, BMW, Lexus, Cadillac newcomer Tesla.

Last in the list of the magazine's survey are Fiat, Saab, Mitsubishi and Mini. Saab only earned five points in overall brand perception. The company was declared bankrupt last month. Meanwhile, Mini, Mitsubishi and Fiat were in the same position with seven points. Most of the brands on top ranks experienced double-digit declines in their scores. Toyota decreased 16 points from the 147 points it earned in 2011 to 131 points this year. Honda and Ford earned 27 and 21 points, respectively.

Jeff Bartlett, Consumer Reports' deputy editor for autos online, commented that "dramatic events" in the automotive industry "seem to be affecting" the consumers' view on the vehicle brands. He added that a struggling economy and the unpredictable prices of gasoline have forced consumers to opt for good reliability and low operating costs. 

The data for the survey were collected between December 1 and 5 from 1,702 respondents in residences with at least a single vehicle. The magazine disclosed that the scores were adjusted to adjust for awareness of brands and to provide a fairer playing field for new brands like Fisker, Tesla and Fiat.

The margin of error is plus or minus 2.4%, with a 95% level of confidence. The total scores mirror how consumers see each brand in seven aspects, with safety as the most important factor for vehicle buyers. Other factors include value, quality, environmentally friendly/green, performance, technology/innovation and design/style. 

Bartlett stated that brand perception can be influenced by many aspects such as professional road tests and marketing. He further explained that word-of-mouth from neighbors and friends can be slower moving, but an influential contributor as ownership moves "from the initial honeymoon phase to the seven-year itch."

Topics: toyota, ford, honda

If you liked the article, share on:

Comments

Recommended

Alpine is said to be developing an SUV which is believed to be the Porsche Macan’s closest rival. According to AutoExpress, the newly revived performance brand has been looking to...
by - July 20, 2017
Two years ago, there was a patent filed by Honda Motors under the name “baby NSX”. It then had a angular sports car design that is clearly mid-engine, and had...
by - July 20, 2017
The long awaited 2018 Buick Regal GS has finally been revealed by the company, following several leaked photos and information in the past few months. The thing is, if you’ve...
by - July 20, 2017
Earlier this month, we learned that France has made moves to ban diesel and gasoline fueled cars by stopping them from entering the city. More than that, they plan to...
by - July 19, 2017
The new 2018 Rolls-Royce Phantom VIII is on the way, but still, all we had been seeing are camouflaged prototypes of the eight generation of this iconic nameplate. Fortunately though,...
by - July 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries