Toyota and Ford lead in overall brand perception.Toyota, Ford top car brands in consumer perception

[PlatinumGold]

January 2007
SURVEY SAYS Toyota and Ford lead in overall brand perception.Toyota, Ford top car brands in consumer perception
Consumer Reports first Brand Report Card survey finds few car brands stand as leaders

Automakers collectively spend $10 billion a year to promote their vehicles. But few brands appear to be distinguished in the crowded marketplace and often reality doesn't reflect consumer perceptions, according to new findings by the Consumer Reports National Research Center.

The recent Brand Report Card study reveals that only five brands stand out from the competition based on the number of survey respondents who named them best in design/style, performance, quality, safety, technology/innovation, or value.

Overall brand perception

Brand
Leadership
percentage
Toyota
37%

Ford
29

Honda
27

Volvo
24

Chevrolet
22



Toyota, Ford, Honda, and Chevrolet are among the sales-volume leaders, with broad vehicle offerings, large dealer networks, and deep-pocket advertising budgets. Volvo made the top five based largely on the strength of its safety image, drawing the highest single score in any one area.

Other key findings from the survey include:
Seven of 10 consumers considered safety and quality when evaluating a new car.


The most-important individual features in a new car are safety related.


Technology and innovation were rated least important, even though marketing messages often focus on those factors.


Brand-wide focus on performance alone does not ensure the vehicles are considered among the sportiest.


Nearly one quarter of Americans are considering buying a new Toyota.


Consumer perception doesn't always match reality, which reinforces the need for consumers to thoroughly research vehicles before they buy, using side-by-side comparison tools and pricing resources like Consumer Reports New Car Buying Kit.
To learn how Americans perceive automobile brands, the Consumer Reports National Research Center conducted a random, nationwide telephone survey from Nov. 30 to Dec. 3, 2006, of 907 adults whose household owns at least one vehicle. Respondents were asked to name the best vehicle in each category.

amazing how different general opinion is vs ATOT opinion.

 

[HannibalX]

They didn't ask me.

My choices are:

Ford/Lincoln/Volvo

Toyota/Lexus

Honda/Acura

Chrysler/Dodge/MB

And everything else is gonna break.

 

[Amused]

You'll just hear how "Consumer Reports readers are idiots" and how "the survey is not scientific."

 

[PlatinumGold]

Originally posted by: Amused
You'll just hear how "Consumer Reports readers are idiots" and how "the survey is not scientific."

exactly.

it is really interesting that ford rates so high, especially considering their reputation on ATOT seems to be about the worst.

here is more from the article

Brand perception by category



DESIGN/STYLE

Apparently, continuous updates to keep a broad product portfolio defined by a common design language have paid off for Ford, with 10 percent feeling that the brand leads Design/Style. The margin is slight, with Toyota trailing closely and Chevrolet and Chrysler right there at 8 percent.

Design/Style ranking

Brand
Category
percentage
Ford
10%

Toyota
9

Chevrolet
8

Chrysler
8

Honda
7




PERFORMANCE

Toyota and Ford vie for the top spot in Performance, each approaching the category from a slightly different direction. Toyota has built a reputation based on fuel economy and powertrain quality, with more-recent models marking significant horsepower increases with a new V6 engine. Ford has a performance legacy built on the Mustang and other V8-powered vehicles. Recent introductions of the Shelby GT500 and aggressive advertising for its pickup trucks might have given strength to its performance perception.

Runners-up Chevrolet and Honda have a similar dichotomy that breaks down to big-horsepower V8s against thrifty, smooth, durable engines. Sharing all of its engines with Chevrolet, GMC takes the fifth slot.

Performance ranking

Brand
Category
percentage
Toyota
13%

Ford
12

Chevrolet
10

Honda
10

GMC
6




QUALITY

Toyota swept the Quality category, with 19 percent believing it is the leader. That deserved reputation is supported by Consumer Reports 2006 Annual Car Reliability Survey, which finds Toyota at or near the top in every vehicle segment in which it competes. (For access to Consumer Reports reliability information and our exclusive Bottom Line Pricing information, visit the interactive New Car Buying Kit) Similarly, Honda claims the second position in quality with an above-average reliability record. Ford again had a strong showing with 12 percent. While Ford's performance is mixed in our latest predicted Reliability ratings, based on responses on 1.3 million vehicles, the recently launched Fusion performed well, based on its first year in the market, besting the historically strong-performing Honda Accord.

Quality ranking

Brand
Category
percentage
Toyota
19%

Honda
14

Ford
12

Chevrolet
8

GMC
5




SAFETY

Volvo has dedicated its brand to safety leadership for decades, introducing advances such as the three-point lap safety belt, laminated safety glass, side-impact air bags, and "pregnant" crash-test dummies. Despite an increasing emphasis on styling in recent years, safety still defines Volvo for consumers. (Learn more about Safety.)

Safety rankings

Brand
Category
percentage
Volvo
23%

Toyota
13

Ford
10

Honda
8

Chevrolet
6




TECHNOLOGY/INNOVATION

Toyota was selected as the perceived leader in Technology/Innovation by twice as many consumers as second-place Honda, likely bolstered by the high-profile Prius hybrid car. Honda, another longtime purveyor of hybrids and efficient engines, narrowly edged out Ford. Luxury brands Lexus and Mercedes-Benz made the cut, with each offering leading-edge entertainment, safety, and performance-enhancing systems.

Technology/Innovation rankings

Brand
Category
percentage
Toyota
18%

Honda
9

Ford
8

Lexus
7

Chevrolet
6

Mercedes-Benz
6




VALUE

The term "value" is open to interpretation, as demonstrated by the survey responses. Two brands known for reliability and resale value topped the rankings: Toyota and Honda. The other pair that shares the top four positions is Ford and Chevrolet. Those domestic brands have models that run the spectrum of reliability, according to Consumer Reports, with some rated above and below average. But Ford and Chevrolet are known for aggressive pricing and for providing competitive levels of standard features, adding to their perceived value. At half the responses of Chevrolet, Hyundai was considered to epitomize value by 5 percent of consumers. The South Korean automaker has focused heavily on that virtue, and as a result, it stands above 25 other brands cited in this study.

Value rankings

Brand
Category
percentage
Toyota
17%

Ford
13

Honda
13

Chevrolet
10

Hyundai
5




CAN YOU HEAR ME NOW?

In total, the Brand Report Card results show that it is the combination of product, message, and historical image that creates widespread brand perception. The right formula is ever elusive, with some long-running marketing campaigns struggling to differentiate a brand among abundant competition, particularly by the largest automakers.

BMW and Mazda illustrate that challenge most clearly. BMW has used the bold tagline "The ultimate driving machine" for more than two decades, with driver-centric performance being at the core of its vehicles. Mazda has made its "Zoom-Zoom" mantra a hum-able theme song and likewise has sought to have a bit more edge with its products than its direct competition. While most vehicles from BMW and Mazda truly possess a sporty demeanor, neither brand resonated as leaders in Performance. BMW was rated tops by only 5 percent and Mazda 1 percent. Reaching a diverse, mainstream audience alone is not a measure of success. After all, BMW has consistently done well in our tests and the company has been profitable. That those brands do not stand out among the larger-volume nameplates illustrates the challenges automakers face, and the need for consumers to consider all reasonable options when conducting research, or they might miss a car well-suited to their needs.

The poor showing for some deserving brands suggests that consumers would be well served by more research into the intended vehicle segment. For example, in the Technology/Innovation category, the low 1-percent tally for Acura, Audi, and Infiniti does not fairly represent the accomplishments and offerings of those luxury brands.

interesting how high ford ranks in each category.

 

[j00fek]

great story, lookin like it dont compute into fords 12B loss

 

[PlatinumGold]

Originally posted by: j00fek
great story, lookin like it dont compute into fords 12B loss

ya,

but frankly, i think it was the warm winters (lack of snow) over the last two winters that has hurt Ford / GM's SUV sales as much as quality concerns.

ford / gm were slow to react to the fact that they were heavily dependent on low gas mileage vehicles.

 

[MrBond]

I'm surprised Ford is so high too. Aside from the Mustang and GT, I don't think there's a single car in the Ford lineup that I find interesting.

 

[HannibalX]

I really like the Five-Hundred sedan. I test drove one a while back and they sure are smooth driving cars. The only problem was the motor was gutless, like a Toyota Camry. Other than that it was a great car. I don't think I would pay 30k for one. Maybe 20k.

 

[Czar]

odd that they that they talk about Toyota and Ford like they are in the same legue, so far from it. According to the results they should be talking about toyota towering over the others and that Ford and Honda are in the same legue.

 

[Turin39789]

Originally posted by: PlatinumGold

Originally posted by: j00fek
great story, lookin like it dont compute into fords 12B loss

ya,

but frankly, i think it was the warm winters (lack of snow) over the last two winters that has hurt Ford / GM's SUV sales as much as quality concerns.

ford / gm were slow to react to the fact that they were heavily dependent on low gas mileage vehicles.

That would only hurt their 4x4 sales, as a standard suv ain't that hot on the snow. Although they do provide more protection for an accident.

 

[PlatinumGold]

Originally posted by: Turin39789

Originally posted by: PlatinumGold

Originally posted by: j00fek
great story, lookin like it dont compute into fords 12B loss

ya,

but frankly, i think it was the warm winters (lack of snow) over the last two winters that has hurt Ford / GM's SUV sales as much as quality concerns.

ford / gm were slow to react to the fact that they were heavily dependent on low gas mileage vehicles.

That would only hurt their 4x4 sales, as a standard suv ain't that hot on the snow. Although they do provide more protection for an accident.

we are talking perception here. most people perceive that SUV's whether or not they are 4x4 or awd or even some plain old RWD are better in snow or not, the general populace perceives them to be better in snow.

hence sales figures are effected.

 

[TraumaRN]

That 12 billion dollar loss was all their debt, all their excess crap piled into one quarter, one year to just get it over with and start from anew.

I'm not surprised by this because alot of people associate Ford with the F-series. I swear their trucks are nearly immortal...we have an old 1993 F-150 with 250K miles on it that just needs the routine maintenance. Only thing that ever went wrong was the trans went out at 240K but thats not too bad for a truck that old.

And Ford DOES have some interesting other products out right now. The Fusion and Edge specifically. Then the new F-series redesign is coming soon, as is a somewhat redesigned Ford Escape. I think they'll do better than people think if these new models can sell well.

 

[PlatinumGold]

Originally posted by: DeathBUA
That 12 billion dollar loss was all their debt, all their excess crap piled into one quarter, one year to just get it over with and start from anew.

I'm not surprised by this because alot of people associate Ford with the F-series. I swear their trucks are nearly immortal...we have an old 1993 F-150 with 250K miles on it that just needs the routine maintenance. Only thing that ever went wrong was the trans went out at 240K but thats not too bad for a truck that old.

And Ford DOES have some interesting other products out right now. The Fusion and Edge specifically. Then the new F-series redesign is coming soon, as is a somewhat redesigned Ford Escape. I think they'll do better than people think if these new models can sell well.

i also like their five hundred / freestyle vehicles.

if their minivan were half way competitive i would have bought one instead of the kia, but frankly the freestar (i used to own a windstar) just doesn't cut it.

 

[TraumaRN]

Originally posted by: PlatinumGold

Originally posted by: DeathBUA
That 12 billion dollar loss was all their debt, all their excess crap piled into one quarter, one year to just get it over with and start from anew.

I'm not surprised by this because alot of people associate Ford with the F-series. I swear their trucks are nearly immortal...we have an old 1993 F-150 with 250K miles on it that just needs the routine maintenance. Only thing that ever went wrong was the trans went out at 240K but thats not too bad for a truck that old.

And Ford DOES have some interesting other products out right now. The Fusion and Edge specifically. Then the new F-series redesign is coming soon, as is a somewhat redesigned Ford Escape. I think they'll do better than people think if these new models can sell well.

i also like their five hundred / freestyle vehicles.

if their minivan were half way competitive i would have bought one instead of the kia, but frankly the freestar (i used to own a windstar) just doesn't cut it.

Yea...thats probably why they stopped the minivan production. The Edge is supposed to be for those who don't want an SUV, but dont want a car. It's like 1/3 car, 1/3 SUV, 1/3 minivan.

Did you see the redesign for the 2008 Ford Five Hundred? It's nice. Plus it gets a better motor in that new 265HP V6.

 

[PlatinumGold]

Originally posted by: DeathBUA

Originally posted by: PlatinumGold

Originally posted by: DeathBUA
That 12 billion dollar loss was all their debt, all their excess crap piled into one quarter, one year to just get it over with and start from anew.

I'm not surprised by this because alot of people associate Ford with the F-series. I swear their trucks are nearly immortal...we have an old 1993 F-150 with 250K miles on it that just needs the routine maintenance. Only thing that ever went wrong was the trans went out at 240K but thats not too bad for a truck that old.

And Ford DOES have some interesting other products out right now. The Fusion and Edge specifically. Then the new F-series redesign is coming soon, as is a somewhat redesigned Ford Escape. I think they'll do better than people think if these new models can sell well.

i also like their five hundred / freestyle vehicles.

if their minivan were half way competitive i would have bought one instead of the kia, but frankly the freestar (i used to own a windstar) just doesn't cut it.

Yea...thats probably why they stopped the minivan production. The Edge is supposed to be for those who don't want an SUV, but dont want a car. It's like 1/3 car, 1/3 SUV, 1/3 minivan.

Did you see the redesign for the 2008 Ford Five Hundred? It's nice. Plus it gets a better motor in that new 265HP V6.

i would think they would leave the 3.0 v6 as standard and the 3.5 v6 as an upgrade/option.

frankly the 3.0 v6 standard is much better than the 4 cyl standard camry or 4 cyl accord.

the five hundred really is very very competive in its class and the 3.5 will make it excel for its class. it is so much better of a car than the taurus it replaces.

 

[Tom]

Originally posted by: MrBond
I'm surprised Ford is so high too. Aside from the Mustang and GT, I don't think there's a single car in the Ford lineup that I find interesting.

The Fusion and 500 are both nice cars, but don't seem to get much notice.

The Ranger is possibly still the best small pickup available for the money, but doesn't generate much excitement.

Even the Focus is a great car to drive, could easily be as popular as the Mazda 3 if they put a bit more effort into keeping up with the competition.

 

[TraumaRN]

Originally posted by: PlatinumGold

Originally posted by: DeathBUA

Originally posted by: PlatinumGold

Originally posted by: DeathBUA
That 12 billion dollar loss was all their debt, all their excess crap piled into one quarter, one year to just get it over with and start from anew.

I'm not surprised by this because alot of people associate Ford with the F-series. I swear their trucks are nearly immortal...we have an old 1993 F-150 with 250K miles on it that just needs the routine maintenance. Only thing that ever went wrong was the trans went out at 240K but thats not too bad for a truck that old.

And Ford DOES have some interesting other products out right now. The Fusion and Edge specifically. Then the new F-series redesign is coming soon, as is a somewhat redesigned Ford Escape. I think they'll do better than people think if these new models can sell well.

i also like their five hundred / freestyle vehicles.

if their minivan were half way competitive i would have bought one instead of the kia, but frankly the freestar (i used to own a windstar) just doesn't cut it.

Yea...thats probably why they stopped the minivan production. The Edge is supposed to be for those who don't want an SUV, but dont want a car. It's like 1/3 car, 1/3 SUV, 1/3 minivan.

Did you see the redesign for the 2008 Ford Five Hundred? It's nice. Plus it gets a better motor in that new 265HP V6.

i would think they would leave the 3.0 v6 as standard and the 3.5 v6 as an upgrade/option.

frankly the 3.0 v6 standard is much better than the 4 cyl standard camry or 4 cyl accord.

the five hundred really is very very competive in its class and the 3.5 will make it excel for its class. it is so much better of a car than the taurus it replaces.

I think thats how they'll do it but I'm not 100% sure. I know on the Edge it will be the standard engine. If you liked the Five Hundred did you see the Lincoln MKS? That is one sexy car.

 

[TraumaRN]

Originally posted by: Tom

Originally posted by: MrBond
I'm surprised Ford is so high too. Aside from the Mustang and GT, I don't think there's a single car in the Ford lineup that I find interesting.

The Fusion and 500 are both nice cars, but don't seem to get much notice.

The Ranger is possibly still the best small pickup available for the money, but doesn't generate much excitement.

Even the Focus is a great car to drive, could easily be as popular as the Mazda 3 if they put a bit more effort into keeping up with the competition.

I wish they would redo the Ranger...it has so much potential And The Ford gets a nice new look for '08 as well. Should help it compete a little better.

 

[iamwiz82]

I'm not sure why they've ridden the Ranger platform this long. It's old and it shows. It's in desperate need of a redesign from the ground up.

 

[HannibalX]

Originally posted by: iamwiz82
I'm not sure why they've ridden the Ranger platform this long. It's old and it shows. It's in desperate need of a redesign from the ground up.

Because it's a solid vehicle, all the R&D cost has been long paid for, and they are cheap to manufacture.

Same is the Crown Vic. The CV has a complete under-body (frame suspension) redesign in 2003. The last that it was redesigned underneath was 1993.

 

[ElFenix]

the F150 and mustang have long coattails

 

[dainthomas]

Originally posted by: Tom

Originally posted by: MrBond
I'm surprised Ford is so high too. Aside from the Mustang and GT, I don't think there's a single car in the Ford lineup that I find interesting.

The Fusion and 500 are both nice cars, but don't seem to get much notice.

The Ranger is possibly still the best small pickup available for the money, but doesn't generate much excitement.

Even the Focus is a great car to drive, could easily be as popular as the Mazda 3 if they put a bit more effort into keeping up with the competition.

I bought a 92 Ranger brand new, which I later sold to my dad. That thing still runs like a top, and it's only had standard maintenance so far.

When I get another truck, I'm leaning toward the F150 (althought the Tundra is mighty tempting).

 

[TraumaRN]

Originally posted by: dainthomas

Originally posted by: Tom

Originally posted by: MrBond
I'm surprised Ford is so high too. Aside from the Mustang and GT, I don't think there's a single car in the Ford lineup that I find interesting.

The Fusion and 500 are both nice cars, but don't seem to get much notice.

The Ranger is possibly still the best small pickup available for the money, but doesn't generate much excitement.

Even the Focus is a great car to drive, could easily be as popular as the Mazda 3 if they put a bit more effort into keeping up with the competition.

I bought a 92 Ranger brand new, which I later sold to my dad. That thing still runs like a top, and it's only had standard maintenance so far.

When I get another truck, I'm leaning toward the F150 (althought the Tundra is mighty tempting).

Get an F-150....proven winner and proven reliability.

 

[Strk]

Originally posted by: DeathBUA

Originally posted by: dainthomas

Originally posted by: Tom

Originally posted by: MrBond
I'm surprised Ford is so high too. Aside from the Mustang and GT, I don't think there's a single car in the Ford lineup that I find interesting.

The Fusion and 500 are both nice cars, but don't seem to get much notice.

The Ranger is possibly still the best small pickup available for the money, but doesn't generate much excitement.

Even the Focus is a great car to drive, could easily be as popular as the Mazda 3 if they put a bit more effort into keeping up with the competition.

I bought a 92 Ranger brand new, which I later sold to my dad. That thing still runs like a top, and it's only had standard maintenance so far.

When I get another truck, I'm leaning toward the F150 (althought the Tundra is mighty tempting).

Get an F-150....proven winner and proven reliability.

And not to forget that it is the largest selling vehicle in the world. Ford may have had trouble with its cars for a while, but it has always been a great company for a truck.

 

[waggy]

Originally posted by: iamwiz82
I'm not sure why they've ridden the Ranger platform this long. It's old and it shows. It's in desperate need of a redesign from the ground up.

easy.

it is a great truck. sure its getting dated but thats ok. i don't care as long as its reliable, and safe.

I been thinking of buying another truck. hopefully i can find a cheap F150 or F250.