Consumer Reports: Toyota Top Consumer Brand
Tim Esterdahl | Jan 30, 2012 | Comments 7
Consumer Reports has released the results of their 2012 Car-Brand Perception Survey, and it’s good news for Toyota. As in years past, the highly rated Tundra and Tacoma pickup trucks tops the list in consumer brand perception, earning Toyota a winning streak that likely leaves runners up Ford, Chevrolet and Honda scratching their heads.
Toyota was once again ranked by Consumer Reports as the top consumer brand continuing a dominant streak of placing first.
The survey of adult car owners measured how consumers perceive each brand in seven categories:
- Safety
- Quality
- Value
- Performance
- Environmental impact
- Design
- Innovation
The scores for each category were added to give each brand its final score. With Toyota’s score of 131 and Ford’s second place showing of 121, they were the only two brands to break into triple digits.
Toyota edged out all competitors to finish at the top of the quality and environmental impact categories. Though beat in the remaining categories by other brands, Toyota’s ranking was admirable enough in each of them to earn the top combined ranking.
Other notable findings in the survey include a not so surprising contrast between what men and women find more important in buying a new car. Women put safety and environmental friendliness at the top of their priorities, while men put greater emphasis on performance and design. The lowest-ranked brands in the survey were Saab, Fiat, Mini and Mitsubishi.
Combined with recent news that Toyota has won more IIHS Top Safety Pick awards than any other manufacturer, this Consumer Reports survey brings more positive press to Toyota that should help drive strong sales through 2012.
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Filed Under: Auto News
Ever since back in the 80’s when I first heard of consumer reports, they always have favored Honda and Toyota and #1 and #2 always. Nothing has changed and some vehicles I have found reliable and good in say a GM product, they downgraded poorly. Take it with a grain of salt, because I know Toyota quality, in my opinion, has fallen in recent years while the big 3 and say Hyundai has improved to on par, if not above in some models, with honda and toyota. I bet if you look at consumer reports, they get money from toyota for giving them a pat on the back as job well done even though I think consumer reports should be independent and unbiased.
Ever since US News and World Report came out with university ranking, they have always favored Harvard, Princeton, and Yale universities. The quality of many other universities have improved in recent years while these three are no longer what they used to be. I wonder if US News and World Report take money from aforementioned universities also.
Hey, I wonder if mk gets kickbacks from Ford and Chevy.
^^^ That would be a no. mk is a Toyota owner also. He’s been on here for quite sometime. Personally I don’t care what Consumer Reports gives in rankings. They can’t be trusted when it comes to automobile period. They speak from oneside of the mouth and do something else. mk after the 07 debacle I owuldn’t give Consumer reports the time of day much less money for reporting the obvious.
Not so! C.R. rankings come from individual owners from autos to computers to appliances etc. I have participated in their surveys for over 15 years rating vehicles etc. I’ve owned (Ford, Chevy, Volkswagon and now Toyota). The questions are multiple choice and cover many aspects of autos. They also ask if you would buy another even if you’ve had problems (customer loyalty). Many folks still do. Again their rankings are for the most part customer based, done from the privacy of your own home. It is the most unbiased survey out there!
I don’t favor anyone. I report from my own experiences. Would I own a Toyota again, yes. Do I think Toyota has problem issues on certain parts and vehicles that need to be addressed and changed, YES! I do like to read consumer reports on appliances, etc., but do I take their word as gold, NO.
mk – I hear what you’re saying on quality, as both Honda and Toyota certainly seem like they’ve been cheapening out on materials (especially the new Civic…that dash is nasty). But, I highly doubt Consumer Reports is biased in favor of Honda/Toyota. As Gordich points out, they use survey data to make their reliability and durability analysis. While you could argue that survey data is inherently suspect (and I have), it’s not like they’re in anyone’s pocket.
Don’t forget – C.R. recently tubed the rating on a new Lexus SUV (can’t remember which one) as well as the 07′ Tundra. 🙂
chphilo – I don’t know about the Ivy League, but mk stopped accepting checks from GM years ago…
Mickey – I hear you. I like to combine C.R., Edmunds, KBB, JD Power, Intellichoice, etc. to come up with a rating that reflects a lot of different viewpoints.
Gordich – I’ve never put a pencil to this, so what I’m about to say is admittedly unqualified, but here goes: Consumer Reports surveys are completed by passionate Consumer Reports readers, who are more likely to buy what is recommended in Consumer Reports. As a result, it seems possible that the survey results are sort of self-fulfilling, i.e. Consumer Reports told me to buy a Toyota because it’s reliable, and now I’m telling Consumer Reports my Toyota is reliable…
Like I said, pure conjecture, but I think it’s an interesting concept.
My other issue with C.R. is that they don’t hesitate to use inadequate data to come up with a vehicle rating.
However, having said all of that, I think what they do is great and I’m a subscriber. I just like to cross-check their rankings. Thanks for commenting – good to hear from you again! 😉
Toyota, the first Best Global Green Brand for the third consecutive year, continues to dominate the hybrid vehicle market.