Toyota reputation drops among U.S. new-car buyers, J.D. Power says - Ford Inside News Community
 
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post #1 of 4 (permalink) Old 12-15-2010, 12:07 PM Thread Starter
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Toyota reputation drops among U.S. new-car buyers, J.D. Power says

Toyota reputation drops among U.S. new-car buyers, J.D. Power says
Automotive News

Laurén Abdel-Razzaq and Mark Rechtin
December 15, 2010

DETROIT -- An increasing number of new-car shoppers are staying away from Toyota showrooms because of the company's quality and safety problems, according to a study by J.D. Power and Associates.

The market research firm's 2010 Avoider Study, which was released today, found that 19 percent of new-vehicle shoppers surveyed said they avoided Toyota because of “bad reputation of manufacturer” -- a startling increase of 17 percentage points from a year ago.

Fifteen percent of respondents cited a “bad experience with this manufacturer,” up 12 percentage points from 2009. And 15 percent said they were “concerned about the future of this vehicle brand,” up 11 points from 2009.

Respondents could cite several reasons why they did include a brand in their search.

In a statement released Tuesday evening, Toyota said:

“Vehicle owners were surveyed during a period of high profile and highly publicized recalls, it is not unexpected that many potential buyers' perceptions of Toyota's long standing reputation for quality and reliability might be influenced.

"Since that time, there have been many positive indicators showing that shoppers are again strongly considering Toyota, recognizing our commitment to the safety, quality and value of our vehicles.”

Said J.D. Power analyst Kerri Wise: “In terms of reliability perception, Toyota has always done well in the past. A couple of areas where Toyota really took a hit were in terms of bad reputation of the manufacturer and bad experience with the manufacturer.”

In a separate study released Monday, Toyota was once again the most considered auto brand among new-car shoppers, according to Kelley Blue Book.

The third-quarter Market Intelligence Brand Watch study indicates that 25 percent of new-vehicle shoppers who visited kbb.com showed interest in Toyota. The Ford and Honda brands followed close behind with 24 percent and 23 percent interest, respectively.

Between the first quarter of 2007 and the third quarter of 2009, Toyota topped all other brands in all vehicle segments, but then fell to second place between the fourth quarter of 2009 and the second quarter of 2010. The drop coincided with the automaker's global recall crisis -- covering more than 15.4 million vehicles over a year -- and allowed Ford to take the top spot.

U.S., Koreans make strides

U.S. and Korean car brands have been the most successful at improving customer perceptions of reliability this year, according to the new J.D. Power study, which measures which brands and models customers choose not to consider when shopping for a new vehicle.

Among the most improved brands in terms of consumer perception of reliability this year are Ford, GMC, Hyundai, Kia and Ram. Audi, Scion and Smart also made significant strides among consumers. Each of these brands reduced customer avoidance by four or five percentage points from last year.


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post #2 of 4 (permalink) Old 12-15-2010, 12:39 PM
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Re: Toyota reputation drops among U.S. new-car buyers, J.D. Power says

It does not help that the media covers it non stop and we get people cracking jokes about it all the time like Leno and Conan... but then again the same thing happesn when GM and Ford are down.

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post #3 of 4 (permalink) Old 12-15-2010, 02:24 PM
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Re: Toyota reputation drops among U.S. new-car buyers, J.D. Power says

Quote:
Originally Posted by Andrew L View Post
It does not help that the media covers it non stop and we get people cracking jokes about it all the time like Leno and Conan... but then again the same thing happesn when GM and Ford are down.
Ford suffered the same **** when the Firestone Recall was happening...and the media just wouldn't stop.

This is why I am personally not a fan of 24-7 non-stop news...they need stories constantly and once they have one...milk it till it is bone dry, then beat it to within an inch of its life.

Those are my two cents.
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post #4 of 4 (permalink) Old 12-15-2010, 02:42 PM Thread Starter
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Re: Toyota reputation drops among U.S. new-car buyers, J.D. Power says

Quote:
Originally Posted by RG59061 View Post
Ford suffered the same **** when the Firestone Recall was happening...and the media just wouldn't stop.

This is why I am personally not a fan of 24-7 non-stop news...they need stories constantly and once they have one...milk it till it is bone dry, then beat it to within an inch of its life.

Those are my two cents.
RG59061
Couldn't possibly agree more . . . but considering the circumstances, I believe that the beating Ford got those days was considerably more severe than Toyota's. With Ford the disaster was a given, with Totoya it was unbelievable and that caught the media completely off guard.

Pretty much the reverse effect of Ford smashing success these days, is such a great story that everybody wants to cover it.





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