Toyota avoided by 19 percent of US new car buyers: study

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By Tim Beissmann | December 21st, 2010

Almost 20 percent of prospective new vehicle buyers in the US avoided the Toyota brand in 2010 due to concerns over safety and quality.

According to the ‘2010 Avoider Study’ by industry analysts J.D. Power and Associates, around 19 percent of new car buyers surveyed avoided the Japanese brand due to “bad reputation of manufacturer”, up from three percent in 2009.

A total of 15 percent of those surveyed were “concerned about the future of the brand” (up 11 percent), while a further 15 percent personally had a “bad experience with this manufacturer” (up 12 percent).

The study was based on the responses of around 25,000 new vehicle owners who registered a vehicle in May 2010. The survey was conducted between August and October.

Toyota released a statement regarding the study, admitting the vehicle owners were surveyed during a period of high profile, highly publicised recalls.

“It is not unexpected that many potential buyers’ perceptions of Toyota’s long-standing reputation for quality and reliability might be influenced,” the statement read.

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

According to J.D. Power, Toyota is the third-most considered brand in the US, after BMW and Honda.

In a different study, Kelley Blue Book’s ‘Market Intelligence Brand Watch’ found that Toyota was still the most considered brand among new vehicle buyers.

One-in-four people surveyed by KBB considered Toyota in the purchasing process, followed by Ford (24 percent) and Honda (23 percent).

Toyota Motor Co sales in the US are down slightly so far in 2010, in a market that has grown on average by more than 10 percent.

Car Fanatic

Can their marketing department suck more people in next year though? Or is the damagedone?

likeseriously

damgedone

Car Fanatic Reply

Toyota is a company run by lawyers. Surprises are coming.
G

Great. Hope the Australians follow the trend.

likeseriously

aussies dont seem to be easily ……u know…like the americans…

if the qantas thing was an american thing………americans would go crazy and dis qantas…

but aussies arent like that……..hmmm…..

Car Fanatic

Oh well if Toyota are run by Lawyers, they knackered.
Car Fanatic

Are knackered I meant
Ee

It’s ironic how the American government+Media will do just about anything to ruine Toyota.. And in Australia the new Sonata is a flop, I’m sure Hyundai is very surprised that their Sonata has so far flopped and hasn’t attracted the Camry and Accord market..
Car Fanatic

Ee, you have evidence of this claim? Oh wait, your a conspiracy theorist!
ohno

Considering the taxpayers bailed out the American manufacturers, it makes perfect sense that the taxpayers would support the homegrown products.

Its also good when congress gets on board to investigate runaway cars ( which we have now found out to be errors caused by old ladies pushing the wrong pedal)
They invested in GM, they protected their investment, and now GM will claw back some sales.
Ee

Car fanatic, the part that were rigged were all made in USA, why was it just the Toyota’s in USA that had all the problems.. I think Toyota is invincible, they reached their peak of crisis, the GFC+Major recall.. And they didn’t get very damaged and are quickly gaining to the top, and not to mention all thei lineup has aged and are still selling like cakes..

But the Hyundai Sonata so far has flopped in the Oz market lol, I remember I used to see the Sonata ad on TV all the time, now I don’t see it anymore lol

MF

I saw quite a few i45s on the way to philip island from melbourne the other day. Quite nice looking if you dont look at the badge. Sorry I still cant justify buying a medium/big Hyundai, but I reckon sub $13,000 driveaway for the Getz is a real bargain.
likeseriously

i see an i45 every day as well,

obviously camrys are everywhere though………

i45 looks like a euro luxury car compared to the camry/accord…………….

if the i45 had a toyota badge…imagine what would have happened…..geeeez………..

MF

BMW is the most considered brand in US according JD Power? They rich people, or cars are just too expensive here.
Ee

I’m no biased at all but I think the i45/sonata looks too gimmicky, where as the Camry/Aurion/Accord seem to have a more classy/conservative design.. And the interior is comparable to the Holden cruze..

And let’s not forget that the Camry/Aurion are all a generation behind the i45, so let’s wait till the next gen camry and Aurion then judge design
Chucky

EE, you don’t have a clue what you’re talking about. The i45 sold 363 units last month. The Mazda 6 sold 420 units, Subaru Liberty 440 units, And Honda Accord Euro sold 496.

Once the i45 becomes more established, its sales are going to increase substantially.

likeseriously

god i’ve been googling trying to find the stats of how many i45s sold thank u so much,

i was wondering as i see more i45s each day……….

black/white/silver most popular,

Car Fanatic

Of course Ee doesn’t know what he is talking about. The Toyota parts that caused the major recall were made in China, not the USA.

This is why Toyota Australia said their vehicles were not part of the world wide recall. Apparently their parts weren’t sourced from the Chinese manufacturer that caused all the problems.

Ee, let me show you the difference. CHINA . USA

One is a communist country located in Asia, the other a Democratic country located across the otherside of the Pacific. Now where were the parts made and where is your proof the US government was behind the recall?
Car Fanatic Reply

To Car Fanatic,

I think you blame the Chinese — aha. My next step will be to help them unless I am kept busy doing busy work.

–youknowme
Ee

The US government setup this whole propoganda to destroy Toyota, it’s obvious.. The USA has been investing in South Korea so that they can completley destroy every Japanese industry, how do you think south Korean companies become so huge so fast (samsung, Hyundai) for every dollar South Korea makes the USA gets $0.98, since everything in south Korean industries has been developed by Americans to destroy Japanese companies and eventually take Japan out of this world..

Blitzkrieg

Who do you think rebuilt japan from the rubble of WW2,turned them from isolationist to a rich democratic modern counrty?The US did,i hardly think they’re out to destroy them.

Ee

Do you really think Hyundai woke up one morning and said “yeah let’s make the best cars and eventually take over” …., please

likeseriously

they didn’t wake up one morning,

they woke up like 19 years ago morning…….

morning glory much?????????

Save It for the track

“Toyota, avoided by 100% of people that actually LIKE to drive”.
Car Fanatic

Ee, you’ve lost the plot. If the U.S government were looking to assist South Korea, it would be militarily and certainly not to destroy Japan.
likeseriously

japan is sinking (literally)

and sony………..dead and gone..
panasonic dying………
toyota………just started……..

korea………LG…….samsung…….hyundai kia……

karma?
Ee

Likeseriously.. Exactly USA is killing all the Japanese companies, it’s not the Koreans killing Japan but USA killing japan through South Korea.. Their goal is to eliminate Japan from the globe.. All if “South Korean” technogy is actuly American..

How do you think sanding, LG become so huge, and Now their autos.. I bet everyone here that Hyundai/Kia will become the world largest Automaker sooner then we expect..

SAYWHAT

No, it will be India, Tata Nano rules!!!! Yeah right… j/k

Ee

How did Samsung, LG become so massive? Honestly by 2014 I’m telling you guys Hyundai/Kia will officially be the world largest Automaker, by then I’m guessing Toyota will be surpassed by Hyndai, Kia, GM and Volkswagen

this is all U.S government plans to eliminate Japan and kill them economically..

American government is killing Japan through South Korea, (think Samsung, LG, Hyundai and Kia) Its all a well planned American plot to eliminate Japan..