Toyota on top in US consumer survey
January 9, 2009 by Matt Brogan
Toyota has topped a US consumer based study for the third year running. The survey by Consumer Reports involved randomly questioning more than 1,700 US car buyers and aimed to determine a new owner’s perception of vehicle brand quality, use of technology, environmental credentials and reliability.
But despite the public’s perception, Toyota underperformed on official sales figures seeing a shift away from the brand and a total decline of 36.7 percent as compared with December 2007.
After conducting the survey, authors account for variations in brand recognition before ranking the brands which found Toyota, Honda and Ford rank as the best brands in consumers’ minds.
Toyota also placed first (and Honda second) in consumers’ perceptions of quality and environmental friendliness, with Honda topping Toyota for representing the best value for money.
Ford, Cadillac and Mercedes-Benz filled out the rest of the survey’s top five brands overall.
“Consumers perceive these brands as among the best because of their design, prestige and marketing”, said Jeff Bartlett, Consumer Reports’ Deputy Online Automotive Editor.
Strangely for Mercedes-Benz, who finished in the top five for design and perceived quality, did not fair so well when it came to reliability with consumers ranking the brand 27th.
Similarly Cadillac who scored top five results for technology and perceived quality scored poorly on the reliability front with a ranking of 31st.
Suzuki, Mazda, Saab and Hummer received the lowest scores from consumers of the brands surveyed.
Print it: 
Oh No they’ve mentioned the dreaded S word again….survey.
Whats next is the Toyo-philes taking the opinions of a number of people as factual evidence. Even though surveys are subjective not objective..
That is the results of of suveys depend upon or subjet to:
- The way the questions were worded.
- The way the questions were asked [in person, phone, web]
- The time and place where the survey was conducted.
- The respondents understanding of the English Language.
- The way the respondent interprets the question.
- the words the respondent uses in their answer.
- The way the surveyor interprets the answers.
Which means that the results of a survey will vary everytime you do it.
Whereas going by actual workshop service records etc is more objective and proof that a particular make/model of car needs less repiars and maintenance than another
Wheelnut
YOUR opinion is on par with those people who was surveyed… your all customers/consumers in the end.
Im sure if GM or Ford was ranked top… you would give praise and say something positive.
Since it was Toyota… and you simply must put your 2 cents every time they are on the headlines…
Give it a rest… the hating is ridiculous… think about it… you hate a car company….. think about that for a second….
Although surveys are not definitive, they are much more valuable than people’s opinion and experience on the internet. Some people might have horrible experiences regarding an unreliable toyota, but that is an one off story. Survey results are based on collection of similar story from many motorist and gives a better indication of a brand’s reliability.
I don’t drive a toyota and would not buy one as it is boring, but it is undeniable they are amongst the most reliable brand in the motoring world.
Somewhat surprised with Mazda finishing at the bottom as in Australia it has being very succesful in recent years, and i would’ve thought Japanese quality will push it towards the top of the rankings.
Yes this is PERCEPTION only. Not real world, it may vary on how a questioned is asked, who owns what etc. I very doubt it will significantly change when asked again in due short time.
Though, peoples perception is a major driver in recongnition leading to sales. so this is Good news for Toyota and whoever are ranked on top. It helps manufacturers by pointing what areas they need to improve on to win more heart from the consumer market.
So really Surveys are important.
Agreed. Surveys are important to consumers as well provided they are unbiased.
Surveys ARE important, because they are used by marketing departments to row thier own boat.
However, surveys rarely reveal the true story – and that IS a fact.
Like the reliability survey done in WA (Powers was it?). It sampled a massive 0.007% of the market, and they admitted that the sample was too small to be in any way indicative of the reallity – but they published it anyway.
Surveys and reviews and read by many people when they are researching to spend big money – so car companies will always seek positive reviews and good survey results. I tend to look more for reviews – based on some hopefully experienced person doing a practical test on a car (or any item). For me, hiring a Toyota when in Brisbane opened my previously one eyed ford brain to something different. I then checked reviews, did test drives and ended up buying an Aurion. Totally happy. It’s a great car.
John. I totally agree. I was seriously considering a Kluger. Hired one in Qld for a couple of weeks to live with it on a daily basis.
Sealed the deal – next car will NOT be a Kluger.
1700 ppl survey out of a population of 300m+ thats a good way to understand ppls thinking of cars was it done in one hour, with a bloke at the end of maccas drive threw asking the questions!
1700 was probably the number of december new car sales in the USA Bull :P
hehehe
Quote [Alex]: Although surveys are not definitive, they are much more valuable than people’s opinion and experience on the internet. Some people might have horrible experiences regarding an unreliable toyota, but that is an one off story. Survey results are based on collection of similar story from many
But Alex; thats exactly it – someone asks you a question as part of a survey [be it in person over the phone or online].. and your answer will be based purely upon your experiences with a particular make and model of car which subsequently helps form your opinion of that make or model of car
If you drove a Mitsubishi 380 For example and all of a sudden the engine may stop due to some electrical problem.
So when someone asks you what do you think of the Mitsubishi 380 you would most likely say that its an unreliable car because of what happened to you whilst you were driving one.
It may be a one off – that affects your particular car or it may be more widespread – affect even more 380s. The fact of the matter is Surveys are based purely on Opinion.
Then of course there are those who form an opinion based purely on what they read or are told by friends or the media.. these un-informed people can heve an even worse affect on the results because they know nothing about the car in question – be it where the car is built what it looks like what its features are etc
Lukaas -
If I don’t pay any attention or don’t care about the ANCrAP tests which are performed in controlled conditions and don’t take into avccount any other factors such as amount of grip; weather conditions road surface or even drivers reactions
what makes you think I would give any credit or validity to a Survey which is often manuipulated or adjusted in order to achieve a pre-determined outcome..
FYI I don’t particularly hate Toyotas just their extremist fans who infect this site with their uninformed ignorant arrogant opinions and who have nothing positeve to say about any other car – mainly Fords or Holdens because as they say they would never drive one.. I on the other hand have driven a number of Toyotas both new and old.
Yes I am a Holden fan yet I am willing and able to accept that Holden have made their fair shar of mistakes and there are cars in the current line up that aren’t as good as the competition.
However; the Extreme Toyota Fans on here seem to be unable to accept that Toyotas aren’t perfect either – their cars have problems and some of their cars aren’t as good as their rivals….. That is all!
Holden’ bleating sheep Wheelnut again…
Wheelnut Says:
January 9th, 2009 at 6:55 pm
“what makes you think I would give any credit or validity to a Survey which is often manuipulated or adjusted in order to achieve a pre-determined outcome..”
Hmm, what about all the dodgy “surveys” and “reviews” you seem to quote when it suits you…
“FYI I don’t particularly hate Toyotas just their extremist fans who infect this site with their uninformed ignorant arrogant opinions and who have nothing positeve to say about any other car – mainly Fords or Holdens because as they say they would never drive one.. I on the other hand have driven a number of Toyotas both new and old.”
And I bet many people have driven VN and VP commies and seen what cheap pieces of sh## they were and vowed never to buy these again. “uninformed ignorant arrogant opinions”? Want me to pull out some of your statements Holden man?
“Yes I am a Holden fan yet I am willing and able to accept that Holden have made their fair shar of mistakes and there are cars in the current line up that aren’t as good as the competition.”
EVERY car in their line up is inferior to the opposition, bar the Commie which FINALLY has moved closer to the mark, but even then you have to spend $50K to get one that is any good. Didn’t you also say you work for Holden as well, hence your so called “inside information”?
“However; the Extreme Toyota Fans on here seem to be unable to accept that Toyotas aren’t perfect either – their cars have problems and some of their cars aren’t as good as their rivals….. That is all!”
Apart from Dingo, who else is there ranting about Toyota? I mean there are people like me who simply argue your ridiculous staements and hot air.
I’ve never said Toyota’s are the be all and end all of motoring. Unlike you who amongst other things thinks your employer Holden and it 100% American owned GM run sound business models…
Oh and the US is so educated…pfft! Yeah right. Grain of salt anyone?
I know surveys are still opinion based, but if we’re to disregard survey results, what will buyers use to gain information about a brand’s reliability. Majority of motorist are not as knowledged as people here and they will not know how to make a choice unless they go by their past experience or survey results.
Although it’s not definitive, i still think these surveys are important in helping consumers make a choice.
I have never said that I work for Holden I just have a number of friends at Holden both in the Factory the Office and Dealerships.
I’ve never said GM-H run sound business models either – I was one of the first to criticse Holden for switching over from Opels To Daewoos for thre Barina particularly when they continue to import the Astra – it doesn’t make sense.
And if you care to read the blogs about GMs current financial problems you will see that I have said that the sooner they pull out of the USA the better because its expensive to make cars there [workers getting $40 p/hr +] and they have a number of factories producing similar if not the same car and both operating at less than 60%.. again it doesn’t make sense.
ahhh here we go again, another wheelnut/wheelmoron/wheelspastic – what ever you want to call him, rant.
Haven’t thought of going for the CA job mr expert?
Of course not – no one respects you and your comments are rediculous. Anything with the word toyota causes you to come out with a rash. I won’t suggest you don’t write your comments cos it’s a free forum. We just know whatever you put your name to is uneducated crap which is reactionary. There is such thing as personal preference, which everyone accepts and most people value, but you take your opinions to a whole other level.
I read your first post then didn’t bother with the rest. For now on I won’t read any cos you really have no idea. Most people here have something constructive to say, but thats too hard isn’t it? I don’t think much of toyotas but they have a big reputation and strong following for damn good reasons, not because everyone is stupid like you suppose. Take a dose of grow up, then people might actually listen to you. Apart from that there are help lines for angry people who no one else will give the time of day to.
I don’t think much of Toyotas either but I do accept that over the years they have established a reputation for reliability.. not so much in regards to innovation though
I also accept that there are a number of cars in their line up which are undioubtedly the best in their class such as the Landcruiser and the Hilux Pick-Up.. both of which I would most likely end up buying if I was in the market for that kind of vehicle.. However thats about it
I have nothing against the Company [Toyota] just a number of their fans.. who when they don’t like or understand what people are saying [about Toyota] launch into a tirade of personal attacks and insults instead of replying in a polite civilised manner….. Andre
BTW – If theHolden Commodore has finally moved closer to the mark in relation to the competition… then how has it remained to be the number one selling car in Australia for the last 13 years?
Heres a thought Dingo /Andre slash whom ever you want to be today!
You dont like what your reading then stop ! If hes offensive then report him , if CA find it off topic or not meeting their standards of conduct then they will ban him………..you know all about that dont you Dingo!
Realist all you seem to do on this site is argue with people,Im yet to see any constructive comments from you,just quotes and argumentative rants .
Another day another Toyota survey for the plebs that believe them!
Alan – The results of a survey such as this come about bry asking a group of selected people a series of questions as to what they think of a particular topic which is based purely on teir persoal opinion.
Thing is they may ask a person who has only ever owned/driven one car all his life and therefore wwouldn’t have any idea as to the reliability etc of any other car.
Whereas if you refer to a number of articles in various car magazines or websites that are written be [respected] motoring journalists who have deiven more cars than you or I are ever likely to you would get a better idea as to how a car performs handles etc.
The other alternative is if you are interested in buying a Toyota corolla for example – simply ask people who own one when you see them in a shopping centre car park.. t may seem abit weird but car enthusiasts like talking about their car
There are also website forums dedicated to a particular make or model of car where members discuss things about that car – what they do/don’t like; any problems with their car and possible solutions etc
So there are a number of qways for people to find out information about a particular make or model of car apart from Surveys
I agree with Nutter that there are some classic dipstick Big T luvers who are so confused with seeing clear sky through the hazy outlook they have and think too much with there abacus and there attitude is “Big T is immuneto falling from Number 1 car maker’………..I say everything has a time and a season and so shall Big T fall. In this case……………we told you so!
As for the Big T alter ego with many names…….LOL HEAPS YOUR A SAD LOT
Bavarian Missile ( . ) ( . ) Says:
January 10th, 2009 at 11:26 am
“Realist all you seem to do on this site is argue with people,Im yet to see any constructive comments from you,just quotes and argumentative rants .”
Hilarious, coming from someone whose posts show she is still in primary school. Want me to post examples of your immaturity?
I am always constructive – e.g. I called VN and VP commies cheap pieces of sh## – are you disputing what I say?
“Another day another Toyota survey for the plebs that believe them!”
Another cutting remark – I bet you really hurt the Toyota fanboys.
Calling a VN Commodore a cheap piece of s–t isn’t really constructive. That’s merely an opinion because there are other cars around that are the same age as the VN; have aged just as badly as the VN; and have just as many problems as the VN an example that comes to mind is the Camry..
However; whilst I admit the VN wasnt’t as good as those models before it like the VK and VL nor is it as good as the ones which followed like the VT or VE.. the problems that were associated with the VN-VP must have only affected a reasonably low percentage of cars when you look at how many Commodores were sold over that period. Not only that but the Commodore has been Australias Number One Selling Car for the Last 13 Years and are still the preferred large RWD car with most Fleets not to mention the Police. If the commodore was as bad
Constructive criticism is a way of offering advice as to how a person or company can improve inorder ot overcome a particular problem or resolve the current situation.
Like I do saying that GM shold look at the possible option of shutting down a number of plants that are operating at less than 60% capacity or even pulling out of America.
If the commodore was as Bad as you seem to think it is surely Australian Motorists would have stopped buying them years ago.
Again whilst I admit the Commodore isn’t paerfect [no car is] it is still a reliable efficient car which is capable of carrying your average family [2 adults 2 kids] across this vast coutnry with all of their luggage etc in comfort andis also reasonably good value for money compared to cars from overseas.. particularly where bang for your buck is concerned…. Australias most popular car for 13 Years
Realist you have just proved my point !
Toyota Fan-boys…. are they anything like Tokyo Lady-boys?
And then I discover ‘The Realist’ and am lost for words…. unreal
Don’t worry about Wheelnut. He listens to what he wants to hear and speaks gospel.
Why dont you organise a party when Holden or Ford wins a reliability survey? Bet you’d be alone for a long time. Peace.
Car Advice, time to ban these muppets wouldn’t you say?!
Dingo was banned for brining up toyota, and being insulting! Why not ban Wheelnut or Bavarian missile for doing the same thing?
Wheelnut, how is being Australia’s number one selling car any more indication or evidence of brilliance when compared to a survey? People surely buy cars based on past experience and what information they have, which would be the same for the answers they provide to surveys surely. There seems to be no reason to consider one and not the other.
Ive got a survey,95% of Australian car enthusiasts Think Toyota’s are Boring.(Anti-spam word Toyota,so I must be telling the Truth)
Torva – the difference between Commodore being Australias Most Popular Selling Car and Toyota Topping a Survey is simple…
Because more people who were actually in the market to buy a car last year decided to buy a Commodore
Whereas the majorrity of people who took part in the survey may have said that they prefer or espect Toyota but might not actually have been in the position to actually buy a Toyota.. let alone ever owned or driven one
I mean they might have been asked a question such as:
From the following which company do you believe hes the best reputation? (a) Daewoo (b) Toyota (c) Studebaker.
Which is an indication as to how the results of a survey can be manipulated to reash a pre-determined outcome. Yet the raw sales data [vehicle registrations etc from VFacts] shows More Holden Commodores WERE sold than any other car
forget survey just have a look at the cars holden and ford build arent even half as good or reliable as toyotas my freinds got a holden a couple of months ago and now he plans on selling it. far too many problems with the car. the doors rattle the engine never starts properly the security system plays up even when he is driving and this from a 2004 model holden.
Where can I see a copy of this report?