Consumer Reports has published the annual US consumer survey on brand perception, with Toyota taking the first spot. With the Japanese brand as the survey’s leader, followed by Ford, Honda, Chevrolet, Mercedes-Benz and Volvo, an order unchanged from last year.
The survey is a window showing what customers are thinking and how they perceive each brand according to seven categories comprising safety, performance, quality, value, technology, design and green attributes. The top buying factors remain quality and safety.
In the survey, Toyota leads the score with 133 points, an increase of about 11 points from 2012, followed by Ford up 2 points to 117.8 points; Honda up 26 points to 114 points and Chevrolet up 7 points to 94.4 points. Mercedes had 77.4 points; Volvo 76.5 points; GM 66.2 points; BMW 65.6 points; Dodge 55.8 points and Tesla 54.8 points.
The brand leaders have a really strong hold on the mind-share of the consumer even as industry watchers are seeing much less space between brands. In other words, consumers seem to think many excel in the areas that matter most to them and it’s harder for brands to stand out.