Subaru, Ford and Chevy lead in brand perception improvement
According to the latest survey by Consumer Reports, Subaru, Ford and Chevy made the most significant increases in brand perception for the 2010 survey. The survey was based on seven key categories that make up the overall perception of each brand in the eyes of the consumer.
The annual report conducted by Consumer Reports focuses on seven categories that CR believes shape the overall perception of each automaker: Safety, quality, value, performance, design/style, technology/innovation and environmentally friendly/”green.”
CR surveyed 1,752 adults that contained at least one car and asked them to rate the automakers for each respective category according to how they perceive them.
For the 2010 survey there were three automakers that made significant improvements when compared to last year’s scores, Subaru (+39), Ford (+32) and Chevy (+30). Although Ford and Chevy reported substantial improvements in their core brand scores, the luxury brands of Ford and GM did not fare as well – Lincoln posted a 25 point drop, and Cadillac a drop of 15 points.
It is worth mentioning that luxury brands suffered across the board – likely due to the struggling economy and a correlated drop in value scores.
The overall top score for the year goes to Toyota, with Ford passing Honda for second – leaving Honda in third place overall. The year’s worst performers were found in Saab and Hummer, both of which GM will be separated from in the near future.
Source: Leftlane
