2014 Car-Brand Perception Survey

Toyota, Ford, Honda, and Chevrolet continue to top the rankings in Consumer Reports’ annual Car-Brand Perception Survey, standing out as the leading brands in consumers’ minds. These perennial leaders have a significant advantage in overall score, but several other brands—including Tesla—are moving up the rankings.

These scores reflect how consumers perceive each brand in seven categories: quality, safety, performance, value, fuel economy, design/style, and technology/innovation. Combining those factors gives us the total brand-perception score. While the scores reflect a brand’s image, they do not reflect the actual qualities of any brand’s vehicles.

The key word here is “perception,” as influenced by word-of-mouth, marketing, and hands-on experience. Often, perception can be a trailing indicator, reflecting years of good or bad performance in a category, and it can also be swayed by headlines, such as Subaru and Tesla garnering awards, or brands being caught in widespread recalls, such as Honda, Jeep, and Toyota.

For 2014, Toyota has a 25-point advantage over second-place Ford, reflecting a five-point gain over the previous year for Toyota and a three-point improvement for Ford. It could be interpreted that the safety concerns that saw the Toyota score stumble a few years ago have faded, returning the brand to its position as the perceived industry leader.

Honda lost 16 points this year, while Chevrolet seemed to find them, increasing its score by 13 points.

The brand to watch is Tesla Motors, which jumped from 47 points last year, to fifth position and 88 points this year. Tesla had a strong, very public year, with soaring stock prices, magazine awards, sterling crash-test performance, and even claiming the spot as the top-rated car by Consumer Reports. Innovation, performance, and sleek styling is clearly gaining attention and making a positive impression. By accumulating points in several categories, Tesla was able to raise its overall score. This highlights the value of being good at multiple things, rather than relying on a single facet.

That the remainder of the Top 10 all score 73 or higher is notable, for last year, there was a wider points spread among the high-ranking brands. Many brands impress consumers, creating a challenge for automakers to distinguish themselves in the fast-moving marketplace. Likewise, consumers need to determine where to spend their money.

The chart below shows the overall scores for the top and bottom 10 brands, according to the 2014 Car-Brand Perception Survey conducted by the Consumer Reports National Research Center. Overall scores are an aggregate, reflecting a brand’s total perception level across seven categories. They are rounded to the nearest whole number and weighted for the reported importance of the factor. The top five brands in each category are listed below. The categories are listed in rank order of importance to consumers.

How the scores were calculated

The Consumer Reports National Research Center conducted a random, nationwide telephone survey from Dec. 6 to 15, 2013, and collected survey data from 1,578 adults in households that had at least one car.

Overall brand perception is an index calculated as the total number of times that a particular make was mentioned as exemplar across seven categories, weighted by category importance, and divided by the total unaided awareness of the brand. (Interview subjects were asked what brands exemplified the traits, instead of being read a list of brands.) That approach compensates for awareness level, ensuring that every brand has an equal chance of leading a category, not just the best-selling or most well-known brands.

Category scores reflect the number of times that the particular make was mentioned as a leader for the particular attribute, again corrected for awareness.

This list ranks the seven key factors by how important they are to consumers when buying a new car. The percentage is based on the number of respondents who said the factor was among their top three priorities. For comparison, we’ve included last year’s figures.

The top factor for car buyers remains quality, scoring 90 points this year and last. What has changed is the number of brands that are distinguished by this attribute. In 2013, we had four brands show a clear advantage; this year, there are six that stand out from the herd, including Cadillac in sixth place.

Toyota has an advantage here, with the other brands clustered close behind. Seeing the brands that are considered exemplar for this virtue underscores how “quality” can be broadly interpreted, ranging from tactile first impressions to long-term durability.

In our Annual Auto Survey, based on data collected on 1.1 million vehicles, the brands with the fewest reliability issues reported per vehicle creates a much different list. This year, the most reliable brands are Lexus, Toyota, Acura, Audi, and Mazda. In terms of true reliability, Honda ranks 8th, Mercedes-Benz 13th, Chevrolet 17th, and Ford 26th.

The key lesson from both surveys is to do your research. While brand reputation has merit, the quality of individual models can span a broad spectrum in any brand portfolio. (Learn more about car reliability.)

These are the top five brands that car owners consider the best in this category. The accompanying percentage reflects those respondents who are aware of the brand and named the brand as their number one choice for quality.

Volvo has long hung its hat on safety, and this focus continues to pay off. In the minds of consumers, there is a single, clear choice. The Swedish brand increased its lead this year, potentially aided by public awareness of advanced safety features in general, and Volvo’s continued efforts to remain on the forefront of safety technology. The real news this year is the ascension of Subaru. This modest-scale automaker has made big news over the last year with its “good” crash-test performance, among other accomplishments. All its models, except for the aged Tribeca, have earned coveted Top Safety Pick+ status from the Insurance Institute for Highway Safety (IIHS). Other brands have largely held their own position year over year. It will be a challenge for automakers to close the gap with Volvo, but Subaru demonstrates that it is possible with consistent performance across a model range.

These are the top five brands that car owners consider the best in this category. The accompanying percentage reflects those respondents who are aware of the brand and named the brand as their number one choice for safety.

That performance is even a top car-buying factor means the tough economy can’t keep down driving enthusiasm. Of course, the definition of performance has evolved over time to mean much more than raw power. As we have seen in recent years, standout brands tend to offer a balance of sporty and fuel-efficient models. Chevrolet exemplifies this concept, as it takes the lead for 2014 propelled by the Corvette Stingray, Camaro, and SS, with the Cruze diesel and extended-range hybrid Volt probably proving to be factors, as well. BMW remains in second place, bolstered by hot M models and turbocharged engines that strive to improve acceleration and fuel efficiency, plus its electrified i3 and i8. Audi breaks into the top-tier for performance this year, driven by sporty S and RS models, as well as increased availability of diesel engines.