Ford, Chevrolet and Porsche have highest awareness and appeal among consumers

The auto industry has gotten off to a strong start for the second half of 2013, with a 14 percent sales increase for July and predictions that total U.S. sales could reach 16 million vehicles for 2013. A new survey on the auto industry conducted by E-Score®, a leading consumer research service that provides information to media and entertainment companies, shows consumer awareness and attitudes toward the major auto brands.

Ford and Chevrolet maintain their positions as the two brands with the highest awareness and overall appeal among consumers with luxury brand Porsche making its way into the top five for both categories as well. Acura, Land Rover and Toyota boast the highest brand loyalty, and Honda tops the list for “trust” and “better than competitors.” Among those brands coming in with low scores across-the-board are Scion, Kia and Fiat.

“During the past several years, consumers’ criteria for choosing a car have shifted much more toward efficiency, environmental impact and size,” said Gerry Philpott, president of E-Poll Market Research, the provider of E-Score data. “Attributes like reliability and trust are continuing to be increasingly important to consumers as they build their relationships with brands.”

Following are the results from the survey of 1,500 persons with general representation across income, age, education and geographic demographics to represent a cross-section of the U.S. population. Like, dislike, loyalty and attribute percentages are of respondents who indicated awareness of brand.

 

Brand Awareness % Like % Dislike % Loyalty % Reliable % Leader % Trust % Better than
Competitors %
Top 5 Ford Chevrolet GM Acura Honda Ford Honda Honda
Chevrolet Ford Chrysler Land Rover Toyota Mercedes Toyota Mercedes
Dodge Honda Scion Toyota Chevrolet Honda Chevrolet Toyota
GM Toyota Fiat Honda Volvo Chevrolet Ford Porsche
Porsche Porsche Buick Tesla Ford Toyota Volvo Tesla
Bottom 5 Tesla Fiat Tesla Fiat Fiat Fiat Fiat Scion
Scion Scion Lincoln Range Rover Tesla Kia Tesla Fiat
Lincoln Land Rover Infiniti Chrysler Jaguar Scion Kia Kia
Range Rover Kia Audi Buick Scion Mazda Scion Chrysler
Fiat Subaru Honda Volkswagon Porsche Subaru Jaguar Mazda

 

Brand Awareness % Like % Dislike % Loyalty % Reliable % Leader % Trust % Better than
Competitors %
Ford 81 48 7 47 30 42 19 28
Chevrolet 78 49 10 50 32 37 20 26
Dodge 78 33 13 42 24 24 15 18
GM 78 35 17 39 20 28 12 18
Porsche 76 45 8 49 13 32 7 32
Buick 75 24 15 34 24 16 14 14
Volkswagen 73 34 8 35 28 23 14 17
Nissan 72 32 9 49 29 21 14 17
BMW 70 38 7 52 20 36 13 27
Toyota 70 47 10 60 37 36 22 33
Honda 69 48 6 59 40 37 22 34
Chrysler 68 22 17 28 17 18 8 9
Volvo 63 26 8 49 31 23 16 17
Acura 62 31 7 67 29 23 12 20
GMC 62 36 11 50 26 31 15 21
Mercedes 61 42 8 42 23 38 14 34
Subaru 60 21 11 48 26 14 13 13
Cadillac 59 36 8 43 18 34 11 25
Jaguar 59 36 9 39 10 22 6 19
Kia 57 20 15 46 17 8 6 9
Hyundai 54 29 12 51 26 14 11 15
Infiniti 54 30 6 41 22 24 10 22
Audi 51 38 6 54 20 26 9 23
Lexus 51 38 8 55 23 29 12 30
Land Rover 49 19 15 64 22 21 9 14
Mazda 47 24 9 43 23 12 8 12
Fiat 46 14 17 23 8 8 3 8
Range Rover 45 23 15 25 17 17 7 17
Lincoln 35 35 5 47 17 30 13 26
Scion 34 17 17 55 12 9 6 7
Tesla 12 37 4 56 8 36 5 32
Average 60 32 10 46 22 24 12 20

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