Top five in brand perception by category

SAFETY

Among the seven factors in the survey, safety stood out as the most important when shopping for a new vehicle. It was rated No. 1 by 25 percent of respondents. Women were twice as likely to mention safety as the most important attribute to them, while men listed quality as the leading factor by a significant margin.

Consumers consider Volvo to be the leading brand in safety. No other brand in any category can boast such a commanding lead over the second-ranked brand. But in last year’s survey, Volvo scored even higher, with 77 percent of respondents mentioning it as the leading brand, versus 71 percent this year.

While consumers listed most of the same brands as last year among safety leaders, Subaru fell from the top five, while Mercedes-Benz joined the ranks.

Driven by market competition and increasingly tough safety standards, automakers in general have been making improvements to vehicle structures, air bags, and safety systems over time. But not all cars provide comparable protection. It is important for shoppers to look beyond a list of features to see how they perform. Consumer Reports’ safety ratings combine our accident-avoidance tests and crash-test results from the government and insurance industry.

QUALITY

Twenty-one percent of the respondents cited quality as a most significant factor in choosing a new vehicle. The quality of a vehicle speaks to not just its initial fit-and-finish impression, but to how well the model will hold up over time. Given that about half of the respondents said that they have owned their current model longer than initially planned, that longevity might be more important to them than ever.

Toyota and Honda are again perceived to lead in quality, which is supported by the latest Consumer Reports Annual Car Reliability Survey. For predicted reliability, we calculate an overall reliability score based on analysis of up to three previous model years, and we have found our methods to be an excellent forecast of future performance. Our predicted reliability for 2009 models ranks Scion tops, followed by Acura, Honda, Toyota, and Lexus.

In brand perception, Mercedes-Benz and Cadillac made the top-five list. But neither brand does particularly well in our reliability rankings among brands.

VALUE

Forty-nine percent of the survey’s respondents consider value as a leading factor in forming their perceptions.

Consumers said that Honda delivers the best value. It scored 29 percent this year and 30 percent last year. Toyota shows a slight increase, to 27 percent, in the latest survey. Just as those two brands shine for Quality, they also excel in Value. Consumer Reports’ owner cost data concurs with those perceptions, showing Honda and Toyota vehicles delivering better than average owner costs—buoyed by reliability and strong trade-in values—when compared with similar models, even those with lower purchase prices.

Kia also moved up the rankings, with 27 percent of respondents listing it as a good value, up from 23 percent last year. The brand’s focus on low-cost models fitted with popular equipment is resonating with consumers, and we have found the reliability of Kias to be improving. Hyundai made the short list this year, propelled by appropriately -priced, competitive new products and long warranty coverage. The latest Hyundai models have scored well in Consumer Reports testing and the brand’s ongoing improvements put it among the better brands in predicted reliability. But not all models from those companies meet our standards to be recommended.

Ford maintained its ranking with a near-identical score to last year’s—another strong showing in this important factor. Saturn did not make the cut this year, though it was ranked second for value in the study last year.

While the term “value” can be open to personal interpretation, it is clear that car buyers are looking for the most bang for their buck. As automakers struggle to jumpstart sales in the face of economic recession, car shoppers can find significant savings on Consumer Reports-recommended vehicles. (See the latest Best New Car Deals.)

PERFORMANCE

Porsche and BMW again top the performance category. Survey respondents clearly associate Porsche and BMW with performance. We have found that in their respective categories, both brands deliver impressive objective track numbers and rewarding driving experience. Toyota has earned its placement in this ranking with increasingly powerful and fuel-efficient drivetrains. Chevrolet and Ford offer strong V6 and V8 engines. Furthermore, each American brand offers an iconic high-performance model—the Corvette and the Mustang.

ENVIRONMENTALLY FRIENDLY/GREEN

Consumers are most likely to pin the green label on Toyota, a perception probably driven by the Prius hybrid. As gas prices soared over the summer, media coverage featuring the Prius was inescapable and it was a runaway sales success. Toyota also offers several other, less-efficient hybrid models and it has a product line that includes several thrifty conventional models, such as the Corolla and Yaris. At the other end of the spectrum, it offers large, V8-powered vehicles such as the Land Cruiser, Sequoia, and Tundra, though as sales and survey figures suggest, those mechanical behemoths have been largely ignored.

Last year, Toyota scored 49 percent—similar to the latest findings. Those consistent results show the company comfortably leading its competition, though Honda is closing the gap. Honda has long nurtured a reputation for good fuel economy and low emissions. Its current Civic hybrid will soon be joined by two more hybrids, the Insight four-door hatchback and the sporty CR-Z, furthering the brand’s green credentials.

Chevrolet, Ford, and GMC round out the top five in a three-way tie. (All three brands were in the top five last year, too.) Chevrolet and Ford have entry-level cars heavily promoted as being fuel efficient, though Consumer Reports testing finds the Aveo, Cobalt, and Focus trail some competitors in fuel economy. Chevrolet further benefits from the heavy promotion for its expensive Tahoe hybrid, which we found delivers 19 mpg overall. The Escape Hybrid has been leading the green charge for Ford. It has the highest fuel economy of any SUV we have tested. Ford has also announced the introduction of two new hybrid sedans, and its direct-injection EcoBoost engines will be coming to market soon, followed by compact cars imported from Europe.

DESIGN/STYLE

Luxury brands showcase the most appealing designs, based on survey responses. Lexus leads by a significant margin, showing an eight-percentage-point increase over last year despite a product line that has seen few changes. On the other hand, Mercedes-Benz slid, from 24 percent to 19 percent. Those moves might be influenced by new designs from Cadillac, Jaguar, and BMW.

In general, car buyers in this survey rated styling low among purchase considerations, but it’s easy to underestimate the sales potential of head-turning styling.

TECHNOLOGY/INNOVATION

Toyota improves over last year’s 30 percent score and taking top honors. Again, the Prius and other hybrid models help to elevate the automaker’s perceived accomplishments.

Cadillac’s high ranking could be a result of its technology-laden models, and such heavily promoted technologies as the OnStar driver-assistance system, Northstar V8, StabiliTrak electronic stability control system, and MagneRide continuously variable suspension system. Lexus has introduced a range of passive and active safety systems, self-parking, and hybrid models that further the luxury brand’s reputation for innovation.

Ultimately, Technology/Innovation is the lowest priority for general consumers when they are shopping for their next new car, based on a ranking of the seven factors in this survey.

Bottom line

While some brands earn a deserved reputation over time, others might influence their perception through design and marketing. Perception is not reality, and it pays to look beyond your impressions to the available research.

ConsumerReports.org has a variety of tools that can help you to quickly and efficiently narrow down a wish list based on factors that matter most to you and deliver insights based on data—not just impressions.

The next step toward smart ownership is to discover the available incentives—direct to customer and hidden dealer incentives—in the Consumer Reports Auto Price Reports. Empowered by that information, you can negotiate effectively, getting a great deal on a new- or used-car purchase. And in these challenging economic times, buying used might be the best way to save money today and in the years to follow.