Consumers still consider Honda and Toyota as the top quality volume
brands, according to a Perceived Quality Study conducted by ALG aimed at
measuring consumers’ perception of brand quality. On a 100-point
scale, Honda topped all brands with a score of 81.3, with Toyota at
close second at 80.1. Subaru scored 71.1 to complete the top three. The
spring study also shows Ford
and Hyundai making the most significant improvement in perceived
quality in the past four years. The latest Perceived Quality Study shows
that Ford’s quality perception jumped 37 percent to 70.5 while
Hyundai’s score soared 25 percent to 62.3, compared with their scores in
2008, when the first Perceived Quality Study was conducted.
Scion (56.9), Kia (52.4), Chrysler (49.1), Dodge
(48.8) and Fiat (44.5) all posted improvements from last year’s
Perceived Quality Study, but still fell behind the industry average of
59.1. It should be noted that while Kia ranked dead last in the latest
Perceived Quality Study, the Korean brand’s perceived quality has
improved steadily over the past four years. The Perceived Quality Study
used data from 3,000 U.S. consumers, all compiled in late April.
Eric Lyman, ALG’s vice president of residual value solutions, said that
changing the perception of quality is a long-term proposition. He noted
that consumers have appreciated the product improvements made by Ford
and Hyundai. He also noted that while Honda and Toyota remained widely
recognized as quality leaders, the gap between them and other carmakers
continue to erode as consumers increasingly consider brands like Subaru,
Ford and Hyundai.
Meanwhile, Lexus, a division of Toyota, continues to be consumer’s top
choice among luxury brands, with a score of 85.4. Lexus is closely
followed by German brands Mercedes-Benz (82.9), BMW (81.5) and Porsche
(80). ALG discovered that owners have the penchant to rate their brands
higher than other brands. In the latest Perceived Quality Study, ALG
found out that brand owners scored their brands 17 percent higher than
other brands.
Source;
http://www.4wheelsnews.com/honda-and-toyota-still-perceived-as-top-quality-volume-brands/
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