Consumer Reports: Perception is the New Reality
Ironically enough, Jung observed "there is no scientific test that would prove the discrepancy between perception and reality." Scanning the results of Consumer Reports (CR) automotive brand perception survey, Toyota execs must be muttering "thank God for that," while GM shouts "See? Told ya!" The CR survey evaluates how American consumers perceive car companies in seven key areas: safety, quality, value, performance, environmental friendliness, design and innovation. Toyota ranked first in overall brand perception, racking-up a score of 189. Honda snagged second place, scoring 146. Ford was the highest ranked American brand, placing third with 112 points. While Chevrolet and GMC made the "best" list, Buick was amongst Audi (!) and Acura at the bottom of the league table. Here are the winning brands in the seven categories (listed in order of importance according to respondents):
Safety – Volvo
Quality – Toyota
Value – Honda
Performance – BMW
Green – Toyota
Design/Style – Mercedes
Technology Innovation – Toyota
(For an explanation of CR's methodology, see the bottom of the linked page below.)
Good to see they used a random sample for this one, as you really need a random sample when studying general perceptions. Quite the frothy topic, it's interesting to read how they try to make sense out of the results -- then refer people to their regular content for truly useful info. Is this the first such study from CR, or have their been others? I wonder what it signifies that they conducted a survey they did not rely on their membership. Maybe it was a one-off conducted for PR purposes. Maybe it's the first of many.
Acura has tried to position themselves as an automotive technology leader, something the general public doesn't really care about.
I'm not 100% sure but the chance is high that Volvo uses SSAB-products, see "Docal" and "Dogal". And they are in good company with Porsche whom I am certain uses SSAB steel. http://www.ssab.com/templates/Ordinary____569.aspx I've got som theories why the US "don't get" Audi, but that's for later.