Consumer Reports Brand Survey Also Reveals Purchase Intentions

Huw Evans
by Huw Evans
Nashville, TN, 8/17/2010. Approximately 100 automotive and tech media drove the 2011 Ford Edge and Ford Edge Sport for the first time in Nashville TN. Media also recieved hands on demos of the all new My Ford Touch. Shown here is Ford Engineer Jim Zaremski explaining Edge new technology to Journalist Hannah Elder. (08/23/2010)

Besides revealing what consumers think about specific vehicle brands based on seven different categories, Consumer Reports‘ latest Brand survey also shows what nameplates they will consider for their next new vehicle.

Ford, Toyota and Chevrolet were recognized as the leaders when it came to purchase intentions for consumers, however, Honda, in fourth place was ranked considerably higher than the rest of the brands on the list. Honda’s strong customer loyalty helped then to achieve their high ranking and like the top three, the customer loyalty factor was registered at more than 50 percent.

Other findings in terms of brand loyalty revealed that Dodge, which had showed gains in recent years, dropped slightly for 2012 to 28 percent from 35, placing it a distant fifth behind Honda.

As for the reason why, the lack of a quality small car at a time when buyers are looking to save their pennies and placing more emphasis on fuel economy and value may be a significant factor. It’ll be interesting to see how the brand fares next time out, once the Dodge Dart has been introduced.

Volkswagen, which is making a huge push to become a dominant player in the volume segment in the US, has seen its purchase intent double in the last few years. Even with the growth VW has achieved, the purchase intent numbers are still low, rated at just under two percent, meaning that for many consumers VW simply isn’t on the radar when it comes to considering a new vehicle.

Another interesting finding from the survey was of those leading Domestic brands that contained trucks in their portfolio. Men were more likely to consider theses brands than women and for example, Ford showed a 19 versus 11 percent bias towards males, with Chevrolet at 15/11. However, Toyota, which also offers trucks, was actually skewered the other way with 16 percent of women (versus 12 percent of men) most likely to consider a new vehicle.

[Source: Consumer Reports]

Huw Evans
Huw Evans

More by Huw Evans

Join the conversation