Toyota Tops Brand Perception Survey

Feb 5
08:48

2013

Paul E Lee

Paul E Lee

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Toyota, Ford, and Honda have topped the charts in 2012 for brand perception, according to a newly released study from Consumer Reports.

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Even after struggling through another year recalling more vehicles than any other car maker in the world,Toyota Tops Brand Perception Survey Articles Toyota once again has topped the chart for overall brand perception, according to the 2012 Consumer Reports Brand Perception Survey. Conducted annually, the survey questions a random selection of automobile owners across the country, more than 3,700 this year, asking them to rate their perception of a number of different automakers in seven different categories: quality, safety, value, performance, design, technology/innovation, and environmental friendliness.

With an overall score of 133, Toyota held a firm lead over the rest of the field. Ford came in second with a core of 118, followed by Honda in third with 114. Drivers questioned again highlighted the importance of quality and safety for brand perception, followed closely by value and performance. Though environmental friendliness was considered an important factor as well, costs often trumped lesser carbon emissions. Results also demonstrated the challenge auto makers are facing in improving their own perception; even with significant improvements to safety and build quality, opinion can still slip.

"This past year brought stability and increased sales to much of the automotive industry. Yet, the brand awareness scores for some like BMW, Buick and Hyundai have declined," says Jeff Bartlett, deputy auto editor online for Consumer Reports. "The data shows that it has become harder for companies to compete for share of mind. Consumers are not seeing as much differentiation between brands as they have in the past." There is little science in what affects public perception, and there is often little to be done when an opinion has been firmly established, for good or ill.

Safety concerns did see Toyota take a drop in 2011’s survey, though 2012 brought the massive Japanese automaker back to its former throne. Long associated with unbeatable reliability, a brief struggle with issues surrounding unintended acceleration only gave temporary cause for concern. Ford and Honda, who themselves have been struggling through highly publicized issues with air bag malfunctions and engine fires, also continued to maintain their firmly established perception.

Rounding out the rest of the top 10 brands were Chevrolet, Mercedes Benz, Volvo, Cadillac, BMW, and Tesla, which has cracked the top 10 for the second time, improving their score by more than 30% from 2011. After the successful launch of their Model S electric vehicle, public opinion is high, and is likely to become locked in place, barring some kind of tremendous vehicle malfunction that destroys the chic popularity of the new brand.  Brands that scored the lowest were Scion, Mitsubishi, Ram, Fiat, Mini, Land Rover, Jaguar, Mazda, Jeep, and Porsche.

For auto makers at the bottom of the list, there is hardly a set plan to recover public opinion. Established opinions are difficult to overcome. Substantial improvements will be a welcome start, alongside a steady lack of safety and reliability issues, allowing car buyers the opportunity to slowly develop a more positive view. Newly introduced vehicles can also help reverse negative opinions, as long as new offerings succeed in all categories. And yet even with these improvements, a company can forever remain at the bottom of the perception barrel, while traditionally trustworthy brands like Toyota and Honda continue to top the list in spite of significant safety concerns.

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