Two perhaps unexpected advertisers from Super Bowl Sunday were Jaguar and Maserati. They both had memorable ads, but for different reasons. Perhaps the competing screen time may have fueled some sort of rivalry between the two brands, as a fued broke out on twitter between the two.
— Jaguar USA (@JaguarUSA) February 3, 2014
But none of that really matters, especially when both of those brands are at the bottom of the barrel in overall brand perception according to Consumer Reports. Only Land Rover sits worse than Maserati and Jaguar, which come out with a measly 8 and 9 rating — compared to Toyota’s 145. Oops.
In a nationwide survey running from December 6th-15th, 2013, Consumer Reports tallied the votes of 1,578 adult consumers that at least had one car. In a seven-category scale, Consumer Reports determined how many times each brand was mentioned. Toyota being at the top of the list, and the bottom three being Land Rover, Maserati and Jaguar.
But what does all this actually mean? Pretty much nothing. Both Jag and Maserati are building some of the best cars they have ever built with examples being the F-Type and the Ghibli, and even Land Rover is seeing one of its most successful quarters ever.
Our honest opinion — we think customer “perception” may be a little nearsighted.
- Land Rover