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Lastest Study Shows Our Perception Of Brands Are Often Wrong

Agent009 submitted on 01/08/2008 Official AutoSpies Timestamp: 4:55 PM
from: www.autospies.com

[45] user comments | category: Misc News

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Lastest Study Shows Our Perception Of Brands Are Often Wrong

    Consumers perceived Toyota and Honda brands to be best by a wide margin, followed by Ford, Chevrolet, and GMC, according to Consumer Reports' 2008 Car Brand Perception Survey.
The survey also revealed that car buyers consider safety and quality as the most important considerations, followed by value, performance, environmental friendliness, design, and technical innovation.

    The latest Auto Pulse survey conducted by Consumer Reports' National Research Center, the Car Brand Perception Survey, focused on how consumers perceive and rank car brands in the seven key areas mentioned above. It also looked at which of these factors are most important to consumers when buying a vehicle. Category rankings and analysis can be found online in the Cars section of Consumer Reports.org.

    Toyota and Honda topped overall rankings with scores of 189 and 146 points, respectively, and took a place in the top five in six of the seven categories. Ford finished third with 112 points, followed by Chevrolet with 110, and GMC with 102. Chevrolet and Ford are the only U.S. brands that rank in the top five in more than one category; each makes the cut in three areas. Among brands that fared worst, Acura finished with eight points, followed by Audi (14 pts.). Mitsubishi (21 pts.), Mercury (22 pts.), and Buick (25 pts.).

    Dig deeper, though, and in many cases, consumers' views do not accurately reflect the automaker's recent track record. For example, Mercedes-Benz finished in the top five for quality. But the brand placed 33rd out of 36th in Consumer Reports' latest rankings for predicted
reliability, a measure of quality over time. Toyota earned a top spot in this category. And while its vehicles have typically rated well in areas associated with quality, the brand slipped from first place to fifth in the same predicted reliability ratings.

    "It is well worth doing your research before making a purchase," said Jeff Bartlett, deputy autos editor, ConsumerReports.org. "Depreciation, reliability, safety and other factors may be different from what you associate with a particular brand."

    With a score of 77 percent in the Safety category, Volvo is clearly first in consumers' minds. No other category is so unilaterally dominated by one brand. But in another example of perception over reality, Subaru scored well in the Safety category, yet many lower-trim models don't include electronic stability control, a highly recommended safety feature. Other automakers consistently on the cutting edge of safety technology -- such as BMW, Lexus, and Mercedes-Benz --- don't make it into the top five. Among new-car shoppers, 63 percent felt safety is the most important consideration.

    When it comes to Value, Korean brand Kia finished well with 23 percent of consumers saying they think the brand is a good buy. While this could be a reflection of the make's low-cost models and long warranty, the predicted depreciation for some Kia models is poor -- not a good-value characteristic.

    While some perceptions don't match reality, others do. BMW and Porsche led the Performance category with 28 and 25 percentage points, respectively. The vehicles from both brands have consistently earned high ratings in performance in testing at Consumer Reports' 327-acre Auto Test Center.

    Coming in at 49 percent, Toyota dominated the Environmentally Friendly/Green category, likely due to the company's role as a pioneer in hybrid technology and its strong-selling Prius hybrid. The Prius is also one of the most fuel-efficient vehicles Consumer Reports has tested.
Consumers consider environmental friendliness substantially more significant (35%) than styling (23%), and more than twice as significant as technology and innovation (15%).

    In the Design/Style category, Mercedes-Benz and Lexus virtually tied (24%), with both holding a slim margin over Cadillac (23%). In general, car buyers in this survey rated styling low among purchase considerations, but it's easy to underestimate the sales potential of head-turning styling. This is the only category in which Toyota and Honda did not rank in the top
five.

    As for Technology/Innovation, Toyota (30%), Lexus (29%), Honda (20%), Cadillac (18%), and BMW (17%) rounded out the top five brands.

Methodology

    To learn about consumers' car brand perceptions, the Consumer Reports National Research Center conducted a random, nationwide telephone survey from December 6-10, 2007, contacting 2,037 adults. The survey data was collected from the 1,720 adults whose household owns at least one car.

    Overall brand perception is an index calculated as the total number of times that the particular make was mentioned as an exemplar across all seven categories, divided by the total unaided mentions. This approach adjusts for awareness level, ensuring 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 an exemplar of the particular attribute, again adjusted for awareness.

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Lastest Study Shows Our Perception Of Brands Are Often Wrong

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zairnaim - 1/8/2008 6:51:37 PM

+2 Boost

cause lexus look elegant even if they are not that stylish

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chris760 - 1/8/2008 7:56:11 PM

-5 Boost

haha lexus should never be associated with style...

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bulldogz - 1/8/2008 11:34:00 PM

0 Boost

Rosko, were you part of a huge Burger King layoff or trying to set some record for dumbest posts?

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I95SPEEDINGTICKETS - 1/9/2008 12:47:51 AM

0 Boost

Im suprised you guys have not heard of the Latest Study.

"LATEST STUDY SHOWS THAT MOST STUDIES PRODUCE FALSE RESULTS !"

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S4cabriofoxone - 1/8/2008 5:29:47 PMView My AgentSpace

-8 Boost

Audis are all over safety, engineering, luxury, style and technology (of course). People just don't get it, do they?

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S4cabriofoxone - 1/8/2008 5:30:06 PMView My AgentSpace

-7 Boost

I mean look at the gorgeous S5 ad that's right on this page!

EvoAudi - 1/8/2008 7:21:08 PMView My AgentSpace

-3 Boost

These things are never about the truth, it's about what the creator's personal opinion about what consumers should buy.

EnnNorak - 1/8/2008 6:14:02 PM

-3 Boost

Rosko, some of the retards are in auto industry marketing jobs. They hype up the product on the wrong issues just like most politicians in this world. I'm interested only in full disclosure about technical performance and the design details of how they get to those performance levels. I especially hate testimonial advertising.

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1995e34 - 1/8/2008 8:18:12 PM

-2 Boost

testimonials are bad. this isn't court.

LexSucks - 1/8/2008 7:27:26 PM

-10 Boost

Toyota and Honda are the best brands?
Best when it comes to what?

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bulldogz - 1/8/2008 11:35:46 PM

+2 Boost

but wait, Rosko said that Germans fared much better than Lexus in the latest Consumer Reports...

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Porschinator - 1/8/2008 10:07:00 PM

+1 Boost

Just to further add to CR's predicted reliability as a bunch of crap. "Predicted"??? Retarded. Yes they can go by track record but still not a category I even pay attention to. Contacted a little over 2K adults to base on!!! yes...retarded.

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ThierryHenry14 - 1/8/2008 10:24:15 PM

0 Boost

Must be really random households

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LexSucks - 1/8/2008 10:39:15 PM

-2 Boost

I'll start to pay attention to CR car surveys when I start needing advice about cars from housewives.

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Mercedes - 1/9/2008 2:51:37 AM

-6 Boost

Lexus and Mercedes tied for style and design. People who read and participate in consumer reports surveys are just totally brain dead and are the most clueless of humans in captivity. Look at the SL and then the SC430, look at the S-Class and then the LS, the E and then the GS, the C and then the ES or IS. Clearly Lexus has the 2nd dullest lineup of vehicles of any luxury brand, 2nd only to Acura. Consumer Reports is for dullards who really shouldn't be allowed to drive.

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enthusiastx11 - 1/9/2008 1:21:38 PM

-3 Boost

mercedes creates.
lexus copies.

vman1013 - 1/9/2008 10:48:38 AM

-1 Boost

Andy Warhol was also shot!

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JUGNU - 1/9/2008 12:19:14 PMView My AgentSpace

+3 Boost

"In the Design/Style category, Mercedes-Benz and Lexus virtually tied (24%)"

Why it so surprising that the general public in the world has started viewing Lexus same or nearly on the same level as Mercedes (others living in Asian countries surely will when Lexus will be available to them).

Even in Middle East (probably the most Hardcore Mercedes fans/lovers/no-just-talk-but-actuall-buyers in the world) people have started viewing and rating Lexus nearly the same as their ages long and beloved Mercedes.

and Lexus designs are surely some of the best in the industry. LS, GS and IS are the most or second most beautiful cars in their segment (and Mercedes is not necesserily number 1 in every segment).

anyway this is the opinion of thousand of people and also they r unbiassed and actually buyers unlike most here who i guess are hardly 13 or 14.

"As for Technology/Innovation, Toyota (30%), Lexus (29%), Honda (20%), Cadillac (18%), and BMW (17%) rounded out the top five brands."

Absolutely right. Just a few examples.
1. Toyota and Lexus are the first to offer hybrids and are leading.
2.There is no car which has more luxury, features, technology and world's first then LS460/600h (don't tell Maybach that's 10x the price.)

JUGNU

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enthusiastx11 - 1/9/2008 1:20:28 PM

0 Boost

"While some perceptions don't match reality, others do. BMW and Porsche led the Performance category with 28 and 25 percentage points, respectively. The vehicles from both brands have consistently earned high ratings in performance in testing at Consumer Reports' 327-acre Auto Test Center."

hmmm...big surprise. i'm in total agreement.

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Mercedes - 1/10/2008 5:03:48 AM

0 Boost

06GS300 - No, but obviously you would have if possible.

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DrFill2001 - 1/10/2008 9:07:04 AM

+2 Boost

BMW should be higher for Innovation.
I am surprised that Toyota is such an easy winner over Honda. They are equals to me.
Mercedes dropped the ball with the S-Class.
The Lexus LS looks sweet!
Acura was the lowest ranked?
Fascinating!

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Mercedes - 1/11/2008 3:31:55 AM

0 Boost

Mercedes dropped the ball with the S-Class? Ridiculous. The car has been on fire in all market and soundly beating the competition including the sorry ass LS460 and especially fraudulent LS600hL. Acura plain sucks, nothing but re-badged Hondas all the way up to 50K. NO wonder they're dying off.

Mercedes - 1/16/2008 2:39:24 AM

0 Boost

What bullshit, there is no waiting list for the LS460 when the local dealer has plenty of them. Secondly the LS only outsells the S in this market and no where else. Why because the rest of the world has better taste in cars. Lexus doesn't have a clue about how to sell the LS anywhere else. You can't sell in Europe without a diesel. They've had 10+ years to get this and they still haven't and they wonder why they can't sell squat LSs in Europe.

Who the hell cares if a Honda or Acura are more reliable? The days of Mercedes' poor quality are ending and Acura is going down the tubes in a piles of bland, boring mess right along with their reliability. Better engineered? Really is this why they can't come up with a V8 or RWD or even a decent sized car to call their flagship? A tarted up Accord will never sell in the U.S. for 50K, even American consumers, even the ones that are stupid enough to base their buying decisions on what CR says aren't that stupid.

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Mercedes - 1/16/2008 6:05:26 AM

+1 Boost

XY and mainly ZZZZZZZZZZ because you're sleep at the wheel!!!!!!!!!!

Same old boring nonsense. Reliability this and reliability that. Acuras aren't worth the paper it takes to print their brochures on. Acura's V6s being powerful enough is bullshit when BMW, Cadillac, Lexus and Infiniti all smoke Acura's best V6 in power and torque. Obviously fact checking isn't your strong point.

Honda making "plenty of V8s, V10s and V12s" for racing doesn't mean shit unless I can buy one in a production vehicle. Period.

Wow Honda invented Variable Valve Timing, others just invented the Automobile and all the basic safety systems that ALL cars use today. Gee you think we can do without variable valve timing or would you rather go without ABS or crumple zones? Please don't try to hold Honda's record to Mercedes' when it comes to innovation.

Acura's lineup is the sorriest group of cars in the luxury segment. No one else would be stupid enough to make one of their entry level cars (TL) better than their flagship (RL) Why would anyone buy a RL over a TL-S. You'd have to be the most uninformed consumer on the planet to do that.

Oh when is Acura going to let some of that great engineering out of the bag and put the drive wheels at the proper end of the car? Lame, lame, lame FWD, AWD and V6s only. Hello, you're buying a tarted up Accord platform vehicle in the TL, TSX and RL. European Accord or U.S. Accord platform resides under all of them.

The Lexus LS600hL is the worst fraud on the U.S. market. It makes absolutely no sense to purchase it over the LS460L, none. It it is no faster, handles worse, has less trunk space and cost way more while giving you 2 MPG more. FRAUD. USELESS PURCHASE if there ever was one. Not to mention how the S600 will wipe of the road with it. The car doesn't deliver on any of its promises. NONE. Since when does a Lexus LS come in last in any comparo, since the current LS460 and LS600 hit the scene.

If Honda is so good at engines then when are they going to get up off their ass and put a V8 in a luxury sedan that will sell? When are they going to give Acura a sedan that isn't based on a Honda Accord? When are they going to design a car that actually looks like something? When are they going to put the power to the back end of the car and not the front?

Face it Acura is a wannabe luxury brand, while Lexus, Infiniti and the Germans are real the real deal. I can't believe even previously dead Infiniti has seen the light before and passed up the original luxury brand from Japan. G35 and M35 kill anything wearing that lame ass protractor badge. Don't mention the G37 Coupe or M45 because Acura doesn't even have anything to compare. Sorry is as Acura does.

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Mercedes - 1/22/2008 4:22:50 AM

+1 Boost

"wow, did you get up out of the wrong side of bed this year? what a rabid rant over NOTHING!"

You're right the LS600hL is nothing. Nothing but hype, marketing gimmicks and hot air.

"these cars are bought for comfort, prestige, and one-upping the OTHER rich guys. no buyer of the ls600s' competitors can one-up arriving at the country club, or gliding away, IN TOTAL SILENCE"

Like any other high-end luxury car. This is why overwhelming majority of Lexus customers are retired. They're yawners, dullards and bored to death and would really do better to buy a Buick if thats all they care about.

"If the ls600 is such a fraud as you delude yourself into believing, then why were there orders for 300% of the planned years' production, within just months of its intro?"

This simply means that the average American consumer is too stupid to see that they're being had. Where does it say that people don't fall for hype? A fraud means exactly that, luring suckers in for a bunch of BS, which is what paying 100K+ for a hybrid with basically the same performance, less trunk space and 2 more MPG over the LS460L is. A FRAUD. A RIPOFF. You'd have to be an idiot with more money than brains to buy this car thinking you're being green or actually gaining anything over the LS460L.

"if anything is fraudulent, it is YOUR "authoritative" views on automotive REALITIES."

This from a Lexus dreamer who doesn't even understand basics about an automobile in the first place.

"from the article itself: "As for Technology/Innovation, Toyota (30%), Lexus (29%), Honda (20%), Cadillac (18%), and BMW (17%) rounded out the top five brands."

Age old problem for Lexus fans. They don't know shit. They get all their "knowledge" from articles and surveys not real-world experience. Any "article" that doesn't at the least mention Mercedes-Benz when it comes to innovation should tell you its bullshit to begin with. Now wow Mercedes isn't mentioned in some BS article, must mean they aren't an innovator. Gee you'd think some of these Lexus loving fools would actually be smart enough to do their own research instead of reading an "article" and calling is gospel, but that is the Lexus lover's MO, light on facts and short on common sense when it comes to cars.

A Prius while innovative has all the appeal of a blender. Drives like shit, looks like shit, can't get out of its own way, but hell its green so why should it be "carlike" any other way. Typical Toyota-lover brain dead thinking.

If the criteria for buying the LS600hL is what you say it is then Lexus owners are the dumbest bunch around to pay that much when the LS460L can do the same things, while being more practical. What a bunch of clueless posers!!! Toyota is laughing all the way to the back saying "the fools".

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Mercedes - 1/22/2008 4:27:00 AM

+1 Boost

Oh and the LS600hL doesn't "one up" anything, especially anything from Germany with a V12 or if you believe Motor Trend nothing with a V8 either.

The LS600hL may have the tech, but the overall package ain't shit. It is the ultimate poser mobile for the clueless rich. If they don't care about performance then duh a LS460L will be fast enough. Major contradiction alert. Why do you need a 100K car with 430+ hp if you don't care about performance? All of that money for the ability to glide away from the rest home in silence? Hilarious.

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