Advertisement
Find a Car
Go!

Study: Detroit's Image Dinged, Foreign & Luxury Autos Shine

Follow Richard

YouGov Impression scores for International, Domestic, Mid-Market, and Luxury cars, May & June 2011

YouGov Impression scores for International, Domestic, Mid-Market, and Luxury cars, May & June 2011

Enlarge Photo

Last week, we reported on June auto sales stats, which showed big gains for America's Big Three, as well as for German and Korean marques. But a new survey from YouGov hints that Detroit's triumphs may be short-lived if automakers don't begin to address some serious image problems.

YouGov is a major marketing survey firm that draws on a pool of 1.5 million respondents to determine how the public views certain companies. Those people rank the companies in question with numeric scores ranging from -100 (the pits) to 100 (perfection), with 0 indicating a neutral opinion. The scores measure "overall brand health incorporating sub-scores of quality, satisfaction, value, impression, reputation and willingness to recommend."

YouGov also tracks industry segments -- in our case, the domestic, international, mid-market, and luxury auto segments. The firm's most recent survey indicates that luxury and international marques are sitting firmly in positive territory, with scores ranging between 35 and 40. Domestic brands, on the other hand, seem to have lost their luster, slipping from a score of just under 20 at the beginning of May to below 5 in the latter part of June.

The company attributes Detroit's problems to quality issues, citing 11 recent Chrysler recalls and the Big Three's ongoing problems with telematics systems (the kind of problems that caused Ford to tumble in J.D. Power's latest Initial Quality survey). Although YouGov doesn't hazard any guesses about why international and luxury brands are doing so well, we'd suggest that maybe (a) they're benefiting from Detroit's troubles, and (b) the economic recovery has made luxury rides more attractive again. 

Of course, what consumers say (on surveys) and what they do (in showrooms) aren't always the same thing. That may explain the discrepancy between June's sales stats and Detroit's poor brand performance. But the Big Three are clearly suffering from image problems -- even Ford, which didn't have to recover from the stigma of taking federal bailout dollars during the recession. That may not have an impact on sales now, but down the road...well, that's a different story. 

[YouGov]

Advertisement
 
Follow Us

 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (4)
  1. Most people are idiots! They think that ALL foreign cars are great and American cars have problems. What about Toyota? Especially Chrysler, they went up over 30% in sales, and the other companies went up also. Most of those surveys are bogus, sponsored by car magazines that LOVE foreign makes!
     
    Post Reply
    +3
    Bad stuff?

     
  2. We could cite lots of iffy surveys: automakers, consumer groups, and other interested parties are pretty good at finding data to suit their needs. But YouGov is an independent marketing research firm, and it draws from a large base of respondents, so its stats should be pretty accurate -- even if public opinion doesn't line up with sales figures.
     
    Post Reply
    0
    Bad stuff?

  3. Ford is dealing with the My Touch / Sync issue with proper training for salespeople. It's not so much that the system does not work, it's more that customers are not explained how it works on delivery. Customers are left confused and frustrated trying to learn it themselves because of its complexity. Once a person understands the system it is great and works quite well. Granted, there are some minor glitches but for the most part the complaints come from misunderstandings.
     
    Post Reply
    +2
    Bad stuff?

  4. Buick Chevy and GM has got to get it together,, they have got to get our cars out of china, and bring them home to us, America.. we don't want that foriegin marlarky, our GM's product's are good, however we are missing the excitement division and the gereatric oldsmobile, America loved those cars and GM Buick Chevy took it upon themseleves to put the best in china. if you all google 2009 or 2010 and maybe 2011 you will find Park Avenue and Caprice, for the Chinnise WOW America, go to the web-site get the infomation to contact these misfit's, so we can bring a screaching halt to this malfeeciess
     
    Post Reply
    +1
    Bad stuff?

 

Have an opinion? Join the conversation!

Advertisement
Try My Showroom
Save cars, write notes, and comparison shop with hi-res photos.
Add your first car
Advertisement
Take Us With You!
   
Advertisement

 
© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by izmo, Inc. Send us feedback.