Latest Study Show Hyundai's Image And Others Skyrocketing While Domestics Tumble

A study released today by noted automotive consulting firm AutoPacific, Inc. summarizes the results of AutoPacific's Image and Consideration Tracking Study that will help manufacturers measure and manage their image.

1,254 VehicleVoice panelists responded to an Internet survey concerning their opinion of automakers in the USA. The key question in the VehicleVoice survey was whether the respondent's opinion of a manufacturer had changed since this time last year. AutoPacific received over 5,000 comments concerning these manufacturers.

The most improved manufacturer is Hyundai Motor Corporation. Comments surrounding the performance of Hyundai give Hyundai credit for substantially improved styling, high durabilty/quality/reliability, a strong value message and a great warranty program.

The opinion of the Japanese Big Three was higher than a year ago. The opinion of Toyota revolves around durability/quality/reliability, value and its hybrid technology. On the negative side, Toyota takes some flack for building a new "gas guzzling" big pickup truck at a new plant in Texas and having bland styling. The opinion of Honda is about durability/quality/reliability, value and concern for the environment. Nissan's scores for leading-edge styling, innovative technologies and good DQR somewhat offset by quality concerns for its large trucks.

The opinion of Volkswagen improved getting credit for its exterior and interior styling, interior materials and technology. These positive perceptions are offset by a reputation for poor reliability and deteriorating value story. Throughout the comments on Volkswagen were positive comments about Audi, "the new BMW."

BMW is rated the most pretentious of the manufacturers but gets good credit for its styling and technology. BMW's head stylist Chris Bangle was mentioned frequently. Negative comments about Bangle contend he has ruined BMW styling. Others credit him for the best styling in the industry. But one thing's certain, the panelists universally hate BMW's iDrive system.

The opinion of General Motors deteriorated over the past year, but not to the extent of Ford and Chrysler. This may be because the media feeding frenzy directed at GM was retargeted at Ford and most recently at Chrysler. VehicleVoice panelists give GM credit for improving products, better styling, better interior designs and using better materials. GM's new 100,000-mile warranty also received positive reviews.

The opinion of Ford Motor Company has deteriorated due to concerns about Ford's management and leadership, its financial situation, hourly and salaried staff cuts, and questions whether Ford has the resources necessary to develop high quality products. It appears that Ford's new Fusion/Milan/MKZ/Edge/MKX vehicles have struck a positive chord with panelists.

The most deterioration in opinion was for Chrysler Group. While Chrysler gets credit for great styling on the 300/Magnum/Charger, panelists criticize the styling of its other products as lackluster. The HEMI is praised for its image and performance and castigated for being a gas-guzzler. Chrysler is perceived as being behind in alternative fuel vehicles -- especially hybrids. But the biggest negative is that DaimlerChrysler put Chrysler Group up for sale and that a buyer has not yet been announced. There are negative comments about the "take-over" of Chrysler by Daimler-Benz. There are several comments to the effect "Why would anyone want a Chrysler product if even Daimler doesn't want it?"

david999 - 4/19/2007 10:21:38 AM

-1 Boost

VW and BMW continue to take hits.

enthusiastx11 - 4/19/2007 10:53:01 AM

-1 Boost

and BMW gets credit for styling and technology.

go ahead and argue the styling comment....the reality is that innovative design in any arena is contentious because it is innovative and you haven't seen it a hundred times before (S-class, bangle BMWs). average design is immediately comfortable because it is entirely derivative (every L-finesse lexus).

moto - 5/16/2007 3:24:19 PM

+1 Boost

VW solved most of the 4th-gen golf/jetta quality problems years ago. The 5th gen GTI is Automobile Magazine's 2007 Car of the Year, as well as one of the 2007 Top Ten Cars for Car & Driver. The VW/Audi 2.0T FSI engine has won numerous awards, including Engine of the Year.

I am sick and tired of people using outdated data and rumours - oh, excuse me, "reputation", to evaluate new cars. It's pathetic that fanboys on this site look only at the badge on the grille, rather than give all new vehicles an honest and thorough evaluation. This "internet survey" only reinforces how shallow the average autobuyer must be. Who exactly is giving Korean econoboxes such a great "reputation"?

enthusiastx11 - 4/19/2007 10:54:48 AM

0 Boost

and congrats to hyundai for making HUGE strides in quality/reliability (further supported by JD powers), styling and good value. the korean manufacturers really have come a long way from just a few years ago.

Agent009 - 4/19/2007 10:57:54 AM

+2 Boost

Interesting:

Throughout the comments on Volkswagen were positive comments about Audi, "the new BMW."

answer - 4/19/2007 11:10:28 AM

+1 Boost

Did they really need to do a study? This stuff is obvious.

S4cabriofoxone - 4/23/2007 9:11:28 AM

+2 Boost

So you dislike them for that reason only? Is it that you can't find any styling faults in the Lexus lineup? LOL.

I think the only cars they make that are "underwhelming" from the rear are the A6 sedan (Avant is sexy) and A5. The S6 (which I saw again yesterday- beautiful) and S5 do away with the bland rear-ends, though. I find their new wide rear design (started with the A8) very appealing and different.

chuck717 - 4/19/2007 3:16:56 PM

+3 Boost

Here is the domestic problem, they appear in print and electronic media and what do they more often then not say... we are taking a writeoff to offset these losses, we are looking for a partner to join us, we are unhappy with the UAW contacts, we are having parts problems in Canada and whatever the public doesn't want to hear. What they needed to do was listen like other world MFG to what the consumer wants worldwide and stop the whinning all the time. Look at Hyundai, they just kept improving and overcoming name recogonition, they took a page from their Japan counterparts, they listen and look at them now they are a player. Detroit is always living in the past which was the only game in town so their past was suspect to began with, either they get in the 21 century or i'm afarid they go the way of the TV industry in this country bye bye forever?

sold2early - 4/20/2007 8:13:32 AM

0 Boost

Yes, Hyundai is doing a great job. While they are still considered to be a bargain-hunter brand by many, they continue to shed that image more and more each year.

I can't wait to see what the automotive landscape will look like in the U.S. in 3 years or so. I bet at least one of the so-called Big 3 will be dead. And I'd like to think I did my part by not buying their garbage.

Will_ - 4/20/2007 2:07:35 PM

0 Boost

Japan and Korea are going to dominate.

Sound "fanboy-ish?" Or just true?

S4cabriofoxone - 4/23/2007 9:08:50 AM

+1 Boost

Well, obviously. There's nothing new in that- Japanese cars, as well as Korean cars, esp. the ones that sell well, are completely characterless and bore me to death. If you think it's exciting that you're going to see more Corollas and Elantras on your trek to work, rather than more E-Classes and 3 Serieses and LXs, then I'm glad for you.