The year 2009 will forever standout in automotive history as the year that saw Detroit car companies humbled and the entire industry struggle to survive an imploding global economy. Through the challenges, automaker fortunes changed, as did consumers' brand perception. Toyota has again topped the latest annual Consumer Reports Brand Perception Survey, based on how consumers perceive each brand in seven categories: Safety, quality, value, performance, design/style, technology/innovation, and environmentally friendly/green. Being recognized as a perceived leader in many of those categories, Toyota at 196 points scored 55 points higher than the second-ranked brand, Ford with 141 points.
Despite the continued dominance by the Toyota brand, the landscape shifted this past year. The greatest increase in brand perception scores were seen with Chevrolet, Ford, and Subaru. These brands made tremendous advances in how they are viewed by consumers, each gaining at least 30 points over the previous year.
| Winners | Losers |
| Brand | Score change | Brand | Score change |
| Subaru | +39 | Lincoln | -25 |
| Ford | +32 | Infiniti | -21 |
| Chevrolet | +30 | Cadillac | -15 |
| Suzuki | +12 | Lexus | -15 |
| Audi | +11 | Porsche | -13 |
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