DESIGN/STYLE

Apparently, continuous updates to keep a broad product portfolio defined by a common design language have paid off for Ford, with 10 percent feeling that the brand leads Design/Style. The margin is slight, with Toyota trailing closely and Chevrolet and Chrysler right there at 8 percent.




PERFORMANCE

Toyota and Ford vie for the top spot in Performance, each approaching the category from a slightly different direction. Toyota has built a reputation based on fuel economy and powertrain quality, with more-recent models marking significant horsepower increases with a new V6 engine. Ford has a performance legacy built on the Mustang and other V8-powered vehicles. Recent introductions of the Shelby GT500 and aggressive advertising for its pickup trucks might have given strength to its performance perception.

Runners-up Chevrolet and Honda have a similar dichotomy that breaks down to big-horsepower V8s against thrifty, smooth, durable engines. Sharing all of its engines with Chevrolet, GMC takes the fifth slot.




QUALITY

Toyota swept the Quality category, with 19 percent believing it is the leader. That deserved reputation is supported by Consumer Reports 2006 Annual Car Reliability Survey, which finds Toyota at or near the top in every vehicle segment in which it competes. (For access to Consumer Reports reliability information and our exclusive Bottom Line Pricing information, subscribe to Cars Best Deals Plus). Similarly, Honda claims the second position in quality with an above-average reliability record. Ford again had a strong showing with 12 percent. While Ford's performance is mixed in our latest predicted Reliability ratings, based on responses on 1.3 million vehicles, the recently launched Fusion performed well, based on its first year in the market, besting the historically strong-performing Honda Accord.




SAFETY

Volvo has dedicated its brand to safety leadership for decades, introducing advances such as the three-point lap safety belt, laminated safety glass, side-impact air bags, and "pregnant" crash-test dummies. Despite an increasing emphasis on styling in recent years, safety still defines Volvo for consumers. (Learn more about Safety.)




TECHNOLOGY/INNOVATION

Toyota was selected as the perceived leader in Technology/Innovation by twice as many consumers as second-place Honda, likely bolstered by the high-profile Prius hybrid car. Honda, another longtime purveyor of hybrids and efficient engines, narrowly edged out Ford. Luxury brands Lexus and Mercedes-Benz made the cut, with each offering leading-edge entertainment, safety, and performance-enhancing systems.




VALUE

The term "value" is open to interpretation, as demonstrated by the survey responses. Two brands known for reliability and resale value topped the rankings: Toyota and Honda. The other pair that shares the top four positions is Ford and Chevrolet. Those domestic brands have models that run the spectrum of reliability, according to Consumer Reports, with some rated above and below average. But Ford and Chevrolet are known for aggressive pricing and for providing competitive levels of standard features, adding to their perceived value. At half the responses of Chevrolet, Hyundai was considered to epitomize value by 5 percent of consumers. The South Korean automaker has focused heavily on that virtue, and as a result, it stands above 25 other brands cited in this study.




CAN YOU HEAR ME NOW?

In total, the Brand Report Card results show that it is the combination of product, message, and historical image that creates widespread brand perception. The right formula is ever elusive, with some long-running marketing campaigns struggling to differentiate a brand among abundant competition, particularly by the largest automakers.

BMW and Mazda illustrate that challenge most clearly. BMW has used the bold tagline "The ultimate driving machine" for more than two decades, with driver-centric performance being at the core of its vehicles. Mazda has made its "Zoom-Zoom" mantra a hum-able theme song and likewise has sought to have a bit more edge with its products than its direct competition. While most vehicles from BMW and Mazda truly possess a sporty demeanor, neither brand resonated as leaders in Performance. BMW was rated tops by only 5 percent and Mazda 1 percent. Reaching a diverse, mainstream audience alone is not a measure of success. After all, BMW has consistently done well in our tests and the company has been profitable. That those brands do not stand out among the larger-volume nameplates illustrates the challenges automakers face, and the need for consumers to consider all reasonable options when conducting research, or they might miss a car well-suited to their needs.

The poor showing for some deserving brands suggests that consumers would be well served by more research into the intended vehicle segment. For example, in the Technology/Innovation category, the low 1-percent tally for Acura, Audi, and Infiniti does not fairly represent the accomplishments and offerings of those luxury brands.