The survey focuses on how consumers perceive and rank car brands in seven crucial areas, including safety, quality, value, performance, environmental friendliness, design, and technological innovation. It also looks at which of those factors are most important to consumers when buying a vehicle.
The survey data was collected from 1,720 adults whose households own at least one car. The most important aspects consumers looked for in brand were safety, which was considered most important by 63% of those in the study, followed by quality on 58%.
The field of worst performers shows just how mediocre some brands are considered in the U.S. despite being popular overseas. Audi, which scored just 14 points, will have to work extremely hard to overcome its poor image if it has any hope of trying to compete with the likes of Mercedes and BMW.
The results of the study are as follows.
Best:
Toyota - 189
Honda - 146
Ford - 112
Chevrolet - 110
GMC - 102
Worst:
Buick - 25
Mercury - 22
Mitsubishi - 21
Audi - 14
Acura - 8