Survey: Honda perceived to be tops in customer, quality commitment
Among seven major auto brands, consumers consider Honda to be the most committed to customers and to product quality. Ford ranked second, followed by Nissan, Chevrolet, and Toyota, based on a new survey by the Consumer Reports National Research Center. Hyundai and Chrysler trailed the others by a significant margin.
To see how consumers' perception of a brand's commitment to customers and quality has changed in the wake of Toyota's high-profile safety and image challenges, the Consumer Reports National Research Center conducted a telephone survey using a nationally representative sample. More than 1,700 interviews were completed among adults whose household owns at least one vehicle.
Commitment
Percentage of respondents who said a brand was committed to the customer or quality.
| BRAND | CUSTOMER COMMITMENT | QUALITY COMMITMENT |
| Honda | 71% | 73% |
| Ford | 62 | 65 |
| Nissan | 57 | 58 |
| Chevrolet | 56 | 56 |
| Toyota | 53 | 52 |
| Hyundai | 44 | 42 |
| Chrysler | 36 | 38 |
Honda truly stands out by this measure, being perceived as having much greater customer and quality commitment than its chief rivals. Key to this accomplishment is that Honda has a reputation for building good vehicles that perform well, are fuel efficient, and have strong reliability histories.
Ford continues its march, with strong showings in several recent Consumer Reports surveys, good overall reliability, and, unlike its domestic peers, continued goodwill among consumers for having taken no federal assistance.
Toyota had a relatively decent showing here, though trailing its chief competitors.
Although Hyundai's newer models have generally performed well in our tests, the brand's challenge still seems to be communicating this to consumers. Less than 50 percent of respondents felt that Hyundai was committed to its customers or quality.
The recent financial troubles, dealer closings, and lack of new product may have been factors in the last-place finish for Chrysler. Currently, to the average consumer, Chrysler has not been showing much commitment of any kind.
The bottom line
As we have written before, perception can differ from reality. When shopping for your next new or used car, do your homework by checking ratings and road tests. You may find that the brands you are considering have changed more rapidly than your perceptions.
Copyright © 2006-2010 Consumers Union of U.S., Inc. No reproduction, in whole or in part, without written permission.
