Toyota, Ford top car brands in consumer perception
Consumer Reports first Brand Report Card survey finds few car brands stand as leaders

Automakers collectively spend $10 billion a year to promote their vehicles. But few brands appear to be distinguished in the crowded marketplace and often reality doesn't reflect consumer perceptions, according to new findings by the Consumer Reports National Research Center.

The recent Brand Report Card study reveals that only five brands stand out from the competition based on the number of survey respondents who named them best in design/style, performance, quality, safety, technology/innovation, or value.



Toyota, Ford, Honda, and Chevrolet are among the sales-volume leaders, with broad vehicle offerings, large dealer networks, and deep-pocket advertising budgets. Volvo made the top five based largely on the strength of its safety image, drawing the highest single score in any one area.

Other key findings from the survey include:

• Seven of 10 consumers considered safety and quality when evaluating a new car.
  
  
• The most-important individual features in a new car are safety related.
  
  
• Technology and innovation were rated least important, even though marketing messages often focus on those factors.
  
  
• Brand-wide focus on performance alone does not ensure the vehicles are considered among the sportiest.
  
  
• Nearly one quarter of Americans are considering buying a new Toyota.
  
  
• Consumer perception doesn't always match reality, which reinforces the need for consumers to thoroughly research vehicles before they buy, using side-by-side comparison tools and pricing resources like Consumer Reports New Car Buying Kit.

To learn how Americans perceive automobile brands, the Consumer Reports National Research Center conducted a random, nationwide telephone survey from Nov. 30 to Dec. 3, 2006, of 907 adults whose household owns at least one vehicle. Respondents were asked to name the best vehicle in each category.