Toyota Ranks High In Latest Brand Perception Study Results

Toyota Ranks High In Latest Brand Perception Study Results
This morning, Kelley Blue Book's Marketing Research division announced the results of its Brand Watch study. The survey questioned in-market new- vehicle shoppers about their perceptions of various brands, in addition to getting these vehicle researchers to identify the most important factors driving their purchase decisions.

"Consumer perceptions of a manufacturer have more impact on the marketplace than many would give them credit for," explained Jack Nerad, executive editorial editor and executive market analyst with Kelley Blue Book and kbb.com.

"Word-of-mouth among friends and the eventual voting for vehicles with consumers' wallets can influence what their friends and neighbors buy, as well as resale values down the road," he pointed out.

The second-quarter results of the brand study found:

Best Exterior Styling:

Non-Luxury Sedan/Coupe/Hatchback Segment: Honda
Luxury Sedan/Coupe/Hatchback Segment: BMW
Non-Luxury SUV Segment: Ford
Luxury SUV Segment: Mercedes-Benz
Truck Segment: Chevrolet
Minivan Segment: Toyota
Sports Car/Convertible Segment: Porsche

Best Interior Layout/Driving Comfort:
Non-Luxury Sedan/Coupe/Hatchback Segment: Toyota
Luxury Sedan/Coupe/Hatchback Segment: Lexus
Non-Luxury SUV Segment: Toyota
Luxury SUV Segment: Lexus
Truck Segment: Chevrolet
Minivan Segment: Toyota
Sports Car/Convertible Segment: Lexus

Overall Findings:
Best Overall Exterior Styling: Porsche
Best Overall Interior Layout/Driving Comfort: Lexus
Best Overall Prestige Brand /Luxury/Sophistication: Mercedes-Benz

"Now available to vehicle manufacturers and auto industry professionals, the second quarter Brand Watch report taps into active new-vehicle shoppers to determine their perceptions of automotive brands within specific automotive segments," officials said.

"Brand Watch delves into how each manufacturer's brand equity differs across vehicle segments, compares the relative standing of each make versus competitive makes and reveals the decision factors of car-buyers within each make and segment," executives continued. .

Officials went on to say the study examines:

—Important factors driving purchase decisions in each vehicle segment.

—Perceptions of styling/design, driving performance, durability/reliability and comfort for each make and segment.

—Key psychographic profiles of buyers within each vehicle segment.

—Perceptions and consideration trended among domestics and imports.

—Individual profiles for the top 27 makes.

—The top makes considered by shoppers in each vehicle segment.

Rick Wainschel, vice president of marketing research and brand communications at Kelley Blue Book, highlighted, "Consumer perceptions of what brands have to offer frequently will put certain vehicles on a shoppers' consideration list, or leave them off all together.

"Having Brand Watch in the marketing arsenal allows a manufacturer to see how they are perceived in often-overlooked areas, and also how they rank against other brands in their segment," he added.



dumpstydumpsty - 9/6/2007 3:03:11 PM
+4 Boost
Unless some crazy lawsuit turns up against Toyota or some poor consumer dies due to an obvious manufacturing defect, Toyota is never going to loose positive brand perception. Toyota's hybrid batteries would have to be deemed toxic to its drivers before people start seeing Toyota on the same level as the big US automakers.


SpicyMikeySpicyMikey - 9/6/2007 4:13:55 PM
-1 Boost
I think the exterior styling is right on but I would have swapped Acura for Lexus on a few of those interior choices. Poor Acura, they get no respect these days.


S4cabriofoxoneS4cabriofoxone - 9/6/2007 11:11:21 PM
+3 Boost
They don't deserve any. Honda needs to push ahead with more aggressive product placement and engine choices.


SpicyMikeySpicyMikey - 9/6/2007 4:20:07 PM
-2 Boost
agree. "never" is a long time. Toyota will probably stumble one of these days when they get too big OR China and the Koreans will eat their lunch in 10 years like Toyota did to the American makers. Nothing's forever.


david989david989 - 9/6/2007 3:20:50 PM
-3 Boost
Lexus and Toyota owned that list.


CzelinskiCzelinski - 9/6/2007 3:47:28 PM
+1 Boost
Just like they own your thoughts when putting opinions on all threads.


david989david989 - 9/6/2007 3:53:58 PM
-5 Boost
Toyota invented quality and reliability idiot!


StarStar - 9/7/2007 11:03:41 AM
0 Boost
Toyota invented the replacement for the sleep pill....their line of cars.


pchera01pchera01 - 9/6/2007 5:38:11 PM
-1 Boost
yes, but I can't see where did BMW went, lol


KingerKinger - 9/7/2007 5:36:51 AM
0 Boost
They got best exterior styling in the Luxury Sedan/Coupe/Hatchback Segment, i guess Bangle was right all along. ;)


kpaxxkpaxx - 9/6/2007 8:35:32 PM
-1 Boost


Perception?


S4cabriofoxoneS4cabriofoxone - 9/6/2007 11:10:30 PM
+1 Boost
Surprising?


XYZZXYZZ - 9/7/2007 3:28:24 AM
0 Boost
...


XYZZXYZZ - 9/7/2007 3:33:05 AM
-1 Boost

way back when, a car maker used this in the tag line for their ads: "Ask the man who owns one."

toyota marketing likely won't recyle that, altho' they could profit immensely from it.

for EVERYONE ELSE however, if you did do that, i'd project that there are FAR MORE SATISFIED toyota owners, and far less DISsatisfied owners, than any other brand. except Lexus.




XYZZXYZZ - 9/7/2007 3:41:20 AM
0 Boost

it's been said, if a man has experience with a good product, he'll tell about half a dozen friends about it.

if he had a BAD experience, he'll bitch about it to 20+ people!

that factor alone, adds up to a lot more positive feelings toward toyota and lexus, while the weaknesses and negatives of their competition generates ORDERS OF MAGNITUDE more negative feelings.

their CONSTANT increases in market share reflects this. "marketing" and "perception" are but SECONDARY to the basic soundness/reliability of THE VEHICLES THEMSELVES.




JUGNUJUGNU - 9/7/2007 6:59:01 AM
+3 Boost
Guys u don't know what Toyota is to Asians. Toyota is the synonym for Reliability, Value for money, peace of mind…etc in Asia. They trust it blindly.

Toyota have more than 60% market share in Asia.

I mean Toyota is not only ranked higher in US but almost everywhere where Toyota sells.

Toyota. For life

JUGNU


StarStar - 9/7/2007 11:06:08 AM
-3 Boost
Considering how retarded the Toyota buyers are, no wonder they think they are satisfied. Idiots!


StarStar - 9/7/2007 12:12:19 PM
-2 Boost
Name calling??? What are you talking about?
Also I don't remember to have start an argument in the first place so "losing arguments" is really not the case here. You need to get yourself a new hobby.


StarStar - 9/7/2007 10:22:34 PM
+1 Boost
Battle of wits? Ha, ha, ha... You could not battle even a chicken that lost half of its brain...get real. I'm in a completely different league than you...learn to accept that.


StarStar - 9/7/2007 10:31:48 PM
0 Boost
You ask questions that are way to complex for a Toyota buyer. All Toyota buyers know is: Me...want Toyota...reliable. These are people that when looking for a car choose between Toyota and ...Toyota or in some rare cases a Honda. They don't need long warranties, they are brainwashed into believing that these cars are perfect. Toyota is a scam that sadly...still works.


autoproautopro - 9/8/2007 2:36:26 PM
0 Boost
If you think it works now just wait to see what's going to happen in the next ten years,Toyota's market share and profits will continue to dominate.All your loser comments can't stop it.The score is 10,000 to zero and its the fourth quarter what are you going to do? Just remember he who has the most money wins!!!!


XYZZXYZZ - 9/9/2007 7:53:10 AM
0 Boost
...


XYZZXYZZ - 9/9/2007 7:56:43 AM
0 Boost

jugnu:

"Guys u don't know what Toyota is to Asians. Toyota is the synonym for Reliability, Value for money, peace of mind…etc in Asia. They trust it blindly.

"Toyota have more than 60% market share in Asia."


very true, Jugnu.

further, go to undeveloped countries with crappy to nonexistent roads. anywhere from africa to south asia. anywhere where service facilities AND MECHANICS are few and far between.

in such places, the vehicle of choice tends to be toyota.



XYZZXYZZ - 9/9/2007 8:09:14 AM
0 Boost

Star:

"Considering how retarded the Toyota buyers are, no wonder they think they are satisfied. Idiots!"


star, you only present YOURSELF as the idiot! go thru any college or university parking lot. the number of toyota products you'll find will be much higher than in the general population.

SMART and EDUCATED folks (who may or may not also be auto enthusiasts) are capable of recognizing and appreciating superior reliability just as much as third world people. it saves them money too!

i see that not only in the local U parking areas, but in the whole side of my town where the U is. the opposite side, closer to the military bases, has an opposite bias, with a larger percentage of domestics.




XYZZXYZZ - 9/11/2007 8:39:11 AM
+1 Boost


haha. the haters can deboost me. but they can not argue against the basic TRUTH of my statements.

toyota simply builds the MOST ROBUST and MOST RELIABLE vehicles on the planet.

which is appreciated EVERYWHERE where toyotas are sold, and MOST APPRECIATED in rugged conditions, where lesser vehicles and't take the heat and crap out.


XYZZXYZZ - 9/11/2007 8:41:36 AM
+1 Boost
and't => can't
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