Consumer Reports: Consumer Perceptions Survey Pegs Ford Within Three Points of Toyota

For a long time there, it seemed as if Consumer Reports’ various surveys could be summed up in one word: Toyota. Winning seemingly everything from safety to reliability to the all-important brand perceptions survey, it got to the point that many critics conspired that Consumer Reports’ surveys had already been bought and paid for by the Japanese giant, but it would appear that the tables are turning. Nearly tying the longtime favourite from the Land of the Rising Sun, Ford has come within three points of Toyota on the latest consumer perceptions survey; coming in at 144 to Toyota’s 147 points. The full categorical breakdown follows:

Safety

Volvo (70%) is the undeniable leader in the minds of consumers in the safety category, with a dramatic 50-point advantage over second-place Ford (20%). This margin elevates the Chinese-owned brand to top ten status overall. Without leadership in this factor, Volvo would blend in with second-tier brands in consumers' minds. Still, Volvo slid a bit in the safety category this year. The movement may be because Volvo has not played the safety drumbeat as loudly as in the past during the transition to new ownership.

Other brands lost ground, but only slightly and without statistical significance. It is possible that in the year ahead, the results from the more-stringent government crash test rating system may influence future perceptions. Among the 2011 models tested thus far, only the Honda Accord has earned five stars across the board – a feat that was commonplace just a year ago.

Quality

Recalls over the past 18 months have put a major dent in Toyota's hard-won public reputation as a leader in quality. Honda (25%) and Ford (23%) accelerated past Toyota (19%), as the previous year's leader dropped 11 percentage points. Chevrolet (16%) and Mercedes-Benz (15%) rounded out the top five.

The brand perception survey mirrors the recent Consumer Reports' vehicle reliability study that ranked Toyota as sixth, down three places from the prior year. The study ranked Honda and Ford higher than Toyota, each without a single model showing reliability below or merely at the industry average.

Aside from Toyota, the quality leaders in the survey remain consistent. Of those top five, only Mercedes-Benz's appearance among them contrasts how perception differs from reality. While most Mercedes models fare well in Consumer Reports' tests and are enjoyable to drive, the brand ranks 22nd in predicted reliability – down four spots from the previous year.

Value

While the term "value" can be open to personal interpretation, it is clear that car buyers are looking to get the most for their money, including a good car at a good price. In terms of value, Ford (25%) edged out Honda (24%) and Toyota (23%), as the brand moved up from third place last year. Consistent with elsewhere in the survey, consumers' perception of Toyota has dropped, while their perception of Ford has risen as Honda pulls a respectable second-place finish.

The five brands that lead the list also include Hyundai (17%) and Chevrolet (15%), which traded positions from the previous study. The year-to-year movement for most brands in the survey suggests that the rollout of new models and their associated marketing campaigns can affect consumer perception.

Performance

BMW (27%) and Porsche (21%) again claimed the top spots in the performance category. Experiencing a major improvement, climbing 8 percentage points over last year, this year the fifth spot is claimed by Audi (17%). A growing portfolio with high-performance S model variants and an R8 supercar flagship is clearly communicating that there is another performance-focused German automaker.

Ford (19%) claims third place in performance, with Toyota falling from the top five. Ford's score has remained unchanged as Toyota has tumbled to 15 percentage points. Toyota's high scores in past years suggest that survey respondents were reacting to more than track-based performance characteristics in their strong support for the brand. It has been a long time since the Toyota brand had a true performance car. Chevrolet (19%) again claimed the fourth position, just half a percentage point behind Ford.

Environmentally Friendly/Green

Given the attention the Chevrolet Volt, Nissan Leaf, and other electrified cars are getting, one might think that environmentally friendly cars would be a market force; however the Consumer Reports' green car survey showed that while Americans want better fuel efficiency, they are not willing to pay extra for it.

Consumers are aware that all automakers are striving to improve the fuel economy in their models, and expectations are high for the next new car purchase. This year the survey shows that leader Toyota (46%) and No. 3 Honda (17%) no longer own the "green" space. While both companies provide several hybrid models and offer other fuel-efficient vehicles, the competition is making significant strides.

Taking the second spot from Honda is Ford (18%). With the Fusion hybrid sedan and by spreading its turbocharged "EcoBoost" engines across several model ranges, Ford is delivering more power and efficiency than before. Chevrolet (12%) remained mostly unchanged year-over-year as it makes its fuel-economy push with the Cruze, Equinox, Volt, and upcoming Sonic. The fifth spot was claimed by Scion (9%), keeping Subaru out of the top five by a slight margin.

Surprisingly, Hyundai remained in the seventh spot, barely climbing 1 percentage point over last year. Based on official EPA fuel economy ratings, Hyundai would be a green factor leader. As Hyundai rolls out the Sonata hybrid, redesigned Elantra, and eventually the small Veloster, it may capture more green awareness.

Design/Style

Luxury brands dominated the top spots in the design/style category. Up from fifth place last year, BMW (22%) claimed the top spot, followed by Porsche (20%), Cadillac (20%) and Mercedes-Benz (18%). Interestingly, Lexus (17%) came in at the fifth spot, having dropped 6 percentage points in two years. Cadillac also took a hit, dropping 4 points from last year.

Last year, Toyota had 17%, and this year it came in with just 10%. The drop in perceived styling leadership contributes to that brand's reduced overall score. Just off our leader chart, Ford claimed 17% this year, followed by Chevrolet with 16%.

Technology/Innovation

Toyota (22%) barely stayed at the top, despite losing 10 points from last year, leaving Mercedes-Benz (22%), Ford (21%), Lexus (18%) and BMW (17%) all clustered with similar scores. In the past, Toyota had a commanding advantage in technology, likely fueled by its hybrid powertrains and related marketing.

It would seem that consumers now take the Prius for granted and potentially are not impressed with the Honda CR-Z and Insight. Ford has inched up this year, with numerous recent innovations to its credit beyond hybrid that include EcoBoost powertrains, the SYNC driver interface system and the MyFord Touch touch-screen display.

Lexus and BMW make the list, with each offering powerful, modern powertrains and advanced safety features. Just off this list is Chevrolet at 11%. With the upcoming Volt and new models in the pipeline, this is a brand to watch for next year.

Despite their focus on engineering and marketing efforts heavily on high-tech features, two prestige brands that weren't close were Infiniti (8%) and Acura (5%).