Toyota On Top Of The World Again. Ford And Honda Close Behind
Thought the Toyota brand had been dealt the death blow during the recall crisis? That brand seems to be more resilient than imagined: The latest Kelley Blue Book Brand Watch study has Toyota on top “as the most-considered auto brand among new-car shoppers.” That according to a press release just released by KBB.
Toyota held the “most-considered auto brand” title from Q1 2007 through Q3 2009.
Q4 2009 through Q2 2010, when you couldn’t turn on the tube or fire up the computer without hearing Toyota horror stories, Toyota slipped to second place, and Ford took the lead.
Now, Toyota is back. The Blue Book has them as the most-considered auto brand overall. Toyota also leads in the non-luxury sedan/coupe/hatchback, and in the non-luxury SUV/CUV segment.
“Consideration of Toyota trucks also considerably rebounded this quarter,” says KBB.
KBB Brand Watch Q3 2010 Study: Most-Considered Auto Brands Overall (Regardless of Segment)Toyota25%Ford24%Honda23%Chevrolet19%Nissan16%Hyundai13%So all forgotten and hunky-dory again? Not exactly, says KBB. Ford and Honda “are hot on the heels of the once again number-one Toyota, with only one percentage point separating these top three brands in overall consideration.”
“The latest Brand Watch data from Kelley Blue Book Market Intelligence indicates that Toyota is slowly recovering from its public-perception crisis and regaining a position of prominence in the minds of new-car shoppers,” said James Bell, executive market analyst for Kelley Blue Book’s kbb.com. “However, whether Toyota will ascend as high as it was before the recall crisis remains yet to be seen.”
Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.
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Here is the progression. Oldsmobile, a once proud, innovative, stylish and shall we say sporting car line became boring and ordinary GM towards the final chapters. Olds then died, only to have Toyota carry the torch. Think about it. They are the new standard for American bland sedan. You want for boring, ya got it. As much as Mazda means a racing heart, Toyota means a comfortable place to park and sleep. I present to you the new Olds.
Agreed. What is a Camry if not today's version of the 1968-1985 Oldsmobile Cutlass? Here's a starter list matching best-selling cars and trucks of today with passenger cars of that less-than-Golden Age: Camry = Oldsmobile Cutlass Accord = Ford Maverick/Granada/LTD + Mercury Comet/Zephyr/Cougar/Marquis Altima/Maxima/Murano = Plymouth Satellite/Fury + Dodge Coronet/Monaco/Charger + Chrysler Cordoba Corolla = Chevy Nova/Olds OMega/Buick Apollo+Skylark/Pontiac Ventura Civic = Plymouth Valiant/Duster + Dodge Dart Malibu/Impala = Chevelle/Malibu Tahoe/Suburban = Chevrolet Belair/Impala/Caprice GMC Denali/Cadillac Esplanade = Olds 98/Buick Electra/Cadillac Deville
Does one get multiple responses to the survey? Because the percentages listed are 120%.
Youtube is full of non-toyotas speeding out of control, especially at parking situatons, at security gates, and so on. And the Failblog posts picture of Buicks and Panthers crashed into strip mall places constantly. This may work to make anyone with an Internet connection more sceptical.