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Toyota, Ford, Honda top consumer choice

GLOBAL – UNITED STATES, FEBRUARY 4, 2013 – The latest Car Brand Perception Survey from Consumer Reports show places Toyota on top of consumers’ choice, with a 133-point overall score, inching only 15 points away from Ford (118 points).  

Honda retains third place with 114 points, a 20-point jump from 2012. Chevrolet (94 points), Mercedes-Benz (77 points) and Volvo (77 points) follow suit, with all top six brands finishing in the same order as last year’s. 
 
Data were collected from a random, nationwide survey, scoring the brands in seven categories: quality, safety, value, performance, design/style, technology/innovation and environmentally friendly/green. Combined, such factors lead to the total brand-perception score. 
 
According the Consumer Reports, the automotive industry has experience stability in 2012. The report goes on: "Bankruptcies, brand closures, and lackluster sales were history for some companies." The past year welcomed new models that emphasize design and fuel economy. There has also been an increase in car sales, "spurred by an aging national fleet". 
 
Consumer Reports also found that it takes more than a single ad campaign or a new product for most brands to establish a connection with consumers and gain their trust.
 
Ranking worst in brand perception are Scion and Mitsubishi, both garnering only 6 points, followed by Ram and Fiat, with 7 and 8 points respectively.
 
Quality remains as top concern for consumers, with Honda and Toyota leading the category, tied for two years in a row. Volvo tops safety, followed by Ford and Honda.
 
View the entire report here.   
 
The survey was conducted by the Consumer Reports National Research Center through a random, nationwide telephone survey of 2,034 adults from December 6 to 16, 2012, and collected survey data from 1,764 adults in households that had at least one car.


Overall brand perception is an index calculated as the total number of times that a particular make was mentioned as exemplar across all seven categories, weighted by category importance, and divided by the total unaided awareness of the brand. (Interview subjects were asked what brands exemplified the traits, instead of being read a list of brands.) That approach compensates for awareness level, ensuring that every brand has an equal chance of leading a category, not just the best-selling or most well-known brands.


Category scores reflect the number of times that the particular make was mentioned as a leader for the particular attribute, again corrected for awareness.
 

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