2013 Car Brand Perception Survey: Consumers Name Their Top 20 Brands

2013 Car Brand Perception Survey: Consumers Name Their Top 20 Brands

When it comes to how people perceive car brands, Toyota, Ford, Honda, and Chevrolet stand above all others, based on the 2013 Car Brand Perception Survey, conducted by the Consumer Reports National Research Center.

The survey scores reflect how consumers perceive each brand in seven categories: quality, safety, value, performance, design/style, technology/innovation, and environmentally friendly/green.

Combining those factors gives us the total brand-perception score, as shown in the chart below. While the scores reflect a brand's image in consumers' minds, they do not necessarily represent the actual qualities of any brand's vehicles.

Toyota, Ford, Honda, and Chevrolet scored well above the second-tier performances in our survey. When looking past sixth-ranked Volvo, many brands are clustered close together, showing that consumers are identifying with more brands than before, making it harder for most car companies to stand out from the competition. It also signals that buyers may be seeing merits in more brands, rather than so closely identifying single brands as "owning" a given category.

Best overall Brand Score

Toyota -133

Ford -118

Honda -114

Chevrolet -94

Mercedes-Benz-77

Volvo - 77

Cadillac - 66

BMW - 66

Dodge - 56

Tesla - 55

Lexus - 50

Subaru - 50

Audi - 47

GMC - 45

Hyundai - 43

Buick - 42

Nissan - 41

Smart - 35

Lincoln - 33

Chrysler - 32

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