Toyota,Tops,Brand,Perception,S car Toyota Tops Brand Perception Survey
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Even after struggling through another year recalling morevehicles than any other car maker in the world, Toyota once again has toppedthe chart for overall brand perception, according to the 2012 Consumer ReportsBrand Perception Survey. Conducted annually, the survey questions a randomselection of automobile owners across the country, more than 3,700 this year,asking them to rate their perception of a number of different automakers inseven different categories: quality, safety, value, performance, design,technology/innovation, and environmental friendliness.With an overall score of 133, Toyota held a firm lead overthe rest of the field. Ford came in second with a core of 118, followed byHonda in third with 114. Drivers questioned again highlighted the importance ofquality and safety for brand perception, followed closely by value andperformance. Though environmental friendliness was considered an importantfactor as well, costs often trumped lesser carbon emissions. Results alsodemonstrated the challenge auto makers are facing in improving their ownperception; even with significant improvements to safety and build quality,opinion can still slip."This past year brought stability and increased salesto much of the automotive industry. Yet, the brand awareness scores for somelike BMW, Buick and Hyundai have declined," says Jeff Bartlett, deputyauto editor online for Consumer Reports. "The data shows that it hasbecome harder for companies to compete for share of mind. Consumers are notseeing as much differentiation between brands as they have in the past." Thereis little science in what affects public perception, and there is often littleto be done when an opinion has been firmly established, for good or ill.Safety concerns did see Toyota take a drop in 2011s survey,though 2012 brought the massive Japanese automaker back to its former throne.Long associated with unbeatable reliability, a brief struggle with issuessurrounding unintended acceleration only gave temporary cause for concern. Fordand Honda, who themselves have been struggling through highly publicized issueswith air bag malfunctions and engine fires, also continued to maintain theirfirmly 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 10for the second time, improving their score by more than 30% from 2011. After thesuccessful launch of their Model S electric vehicle, public opinion is high,and is likely to become locked in place, barring some kind of tremendousvehicle 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 aset plan to recover public opinion. Established opinions are difficult toovercome. Substantial improvements will be a welcome start, alongside a steadylack of safety and reliability issues, allowing car buyers the opportunity toslowly develop a more positive view. Newly introduced vehicles can also help reversenegative opinions, as long as new offerings succeed in all categories. And yeteven with these improvements, a company can forever remain at the bottom of theperception barrel, while traditionally trustworthy brands like Toyota and Hondacontinue to top the list in spite of significant safety concerns.
Toyota,Tops,Brand,Perception,S