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Toyota Is Tops In Brand Loyalty And Brand Perception

By Richard Read
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2 2,612 views January 14, 2010

The 2010 Toyota Prius

The 2010 Toyota Prius

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Ford may have swept the NACOTY awards, and Hyundai may be riding a wave of great press in the U.S., but the American public still views Toyota as the best brand -- and they're more loyal to it than to any other.

For the third year in a row, Toyota has taken the #1 spot on Consumer Reports' annual Brand Perception survey. The survey asks consumers to evaluate brands in seven areas: safety, quality, value, performance, design/style, technology/innovation, and whether the brand is environmentally friendly/green. Given the success of well-designed, high-tech hybrids like the 2010 Prius, Toyota's win isn't very surprising -- though with other stylish green models heading toward showrooms, the company will have to up its game to remain at the top of the heap.

Also faring well on Consumer Reports' survey were Ford (#2), Honda (#3), and Chevrolet (#4). At the bottom: HUMMER, which came in dead last, just below the three-way tie of Saab, Mercury, and Mazda.

Toyota did equally well at the Polk Automotive Loyalty Awards, where it was recognized for Overall Loyalty to Manufacturer, breaking General Motors' nine-year winning streak. (Honda won for Overall Loyalty to Make.) If pressed, we could've likely guessed most of the winners on Polk's list, although we were intrigued by Audi's award for Most Improved Loyalty to Make. Maybe Audi's goal of beating Mercedes and BMW in sales isn't as far-fetched as some had thought.

[ConsumerReports,  Polk]





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Comments (2)

  1. By Matt Posted: 1/14/2010 2:03pm PST

    A shame. It shows how out of touch most enthusiasts are from the mainstream. For enthusiasts, toyota is close to last. They have driven the fun out of the entire range. While the companys that have fun models in their range, like mazda end up at the bottom. This surely won't prompt toyota to return to roots and produce a simple,cheap, light weight but functional RWD car like the AE86.
     
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  2. By Colleen Posted: 5/26/2010 6:34am PDT

    Class assignment blog posting:
    TMC’s 3rd Generation Prius Promotes Environmental Friendliness
    Prius owners have more confidence in their choice of a Toyota hybrid and feel they are protecting the environment, as they should. The 2010 Toyota Prius is a third-generation hybrid car. By using two engines, it uses electric energy instead of gasoline. As an added bonus, the Prius is more spacious than the second-generation model and has more powerful gas and electric motors along with a smaller battery.
    The United States Environmental Protection Agency calls the Prius the “most fuel-efficient gasoline car currently produced in the United States.” The hybrid releases fewer and cleaner emissions into the air, ensuring lower pollution levels.
    The Prius offers three general modes of driving and gives the driver the option whether to conserve fuel for the environment or concentrate on performance. It is offered in four levels based on added equipment: Prius II, III, IV, and V, with Prius V costing around $32,000. For a reasonable price, every consumer should look into the 2010 Toyota Prius as an ecofriendly option.
     
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