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Acura Aghast at Consumer Reports’ Last-Place Ranking

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http://wardsauto.com/ar/acura_consumer_reports/

boo fricking hoo......

Acura Aghast at Consumer Reports’ Last-Place Ranking

By Christie Schweinsberg

WardsAuto.com, Jan 9, 2008 2:44 PM

Consumer Reports’ 2008 Car Brand Perception Survey shows the usual suspects, Toyota and Honda, atop the heap, but finds Honda’s upscale marque in the basement – which shocks brand officials.

“In a nutshell we would disagree with the assessment that Acura would fall that low in any survey,” an Acura company spokesman tells Ward’s. “Our research shows Acura is ranking high in technology aspects and brand awareness and those types of things.”

Rankings are based on a blind telephone survey conducted last month to judge how consumers perceive industry brands on performance, safety, quality, value, performance, environmental friendliness, design and technical innovation.

Data collected from 1,720 U.S. adults found Toyota and Honda brands are perceived as the best by a wide margin. Ford, Chevrolet and GMC were third, fourth and fifth, respectively.

On an aggregate basis, Toyota and Honda earned scores of 189 and 146. Acura received eight points, finishing below Audi (14 points), Mitsubishi (21 points) and Mercury (22 points).

“We didn’t get a lot of feedback on Acura,” says Ed Farrell, associate director for the magazine’s survey team. “All these questions were unaided. The first lead-off question is, ‘When you think of cars available for sale in America, what cars do you think of?’”

Farrell says respondents then were asked questions relating to attributes, such as “When you think of performance, what car best typifies to you performance?”

Acura says brand awareness high in own surveys.

In many categories, Acura “didn’t come up as a single mention,” Farrell tells Ward’s.

While Acura models have tested well in the magazine’s evaluations, there is “something about the brand that isn’t resonating as strong as other premium brands,” says Jeff Bartlett, deputy autos editor for Consumer Reports.

must explain the crappy sales!!!!!!!!!

that and no v8! Go Hyundai!!!!!!!!!

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carbiz can expand on this.....

“We always seem to make the assumption that consumers are perfectly logical and have full information and understand exactly what’s going on,” says Dave Bussiere, assistant marketing professor and MBA program director at the University of Windsor’s Odette School of Business in Windsor, ON, Canada.

“They’re fully willing to answer any question based on gut reaction.”

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More like most Americans have forgotten about Acura.

Who could blame them? Acura, as well as Lexus, are brands without pedigree or prestige. They're just nice cars, at best, nothing more.

Buy a Cadillac, then you get something more than just a "nice car."

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acura has no real history. no history in this country. no big racing history. no cultural significance. it has created nothing to the growth of our country or economy.

the NSX was a great image car but they gave up on it and never renewed it.

they lost model identity when they renamed cars like legend and vigor and integra into "TL" and "TSX" and "RSX".

they lost a lot of faithful when they abandoned coupes.

They blatantly rebadge euro accords into TL's and Civics into "EL's".

But perhaps the biggest problem they have is that the faithful Honda bunch sticks with Honda because its frugal efficient soulless appliance character is so strong, that it counteracts the exact nature of luxury. When you get to the point where you can afford true luxury, all of a sudden consumer reports and gas mileage and perfect reliability is not the main reason why you pick a car. Emotion, soul, frivolity, excess....all things that go against the notion of a 'Honda' to the very core. Or worse yet, you scold yourself for wanting an RL, when you could get the exact same size car for 1/3 the price. And gosh, you don't NEED more than an Accord if you love hondas.

honda is into efficient engineering. that is the opposite of EXCESS.

well, hold on, we got "vtec" and "SHAWD". woo hoo. build a brand on that.

Edited by regfootball
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“In a nutshell we would disagree with the assessment that Acura would fall that low in any survey,” an Acura company spokesman tells Ward’s. “Our research shows Acura is ranking high in technology aspects and brand awareness and those types of things.”

Typical asian arrogance...

Data collected from 1,720 U.S. adults found Toyota and Honda brands are perceived as the best by a wide margin. Ford, Chevrolet and GMC were third, fourth and fifth, respectively.

1) With only 2000 responses, why are they wasting their time anyway.

2) How in the hell does Ford, with all of the negative propaganda about quality/gas guzzlers/etc, still rank 3rd in this import biased survey.

While Acura models have tested well in the magazine’s evaluations, there is “something about the brand that isn’t resonating as strong as other premium brands,” says Jeff Bartlett, deputy autos editor for Consumer Reports.

It's called PASSION The Acura division has the literal appeal of a new computer (Especially with all of the techno junk) Sure, it's stylish... Sure, it's cool... But are you as passionate about buying that new dell appliance as you would be a Burberry scarf? Nope.

As much as I love spitting on Acura, this survey shows more than anything else how UNRELIABLE and INVALID anything out of Consumer Reports really is.

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Who could blame them? Acura, as well as Lexus, are brands without pedigree or prestige. They're just nice cars, at best, nothing more.

Buy a Cadillac, then you get something more than just a "nice car."

The only thing that seperates Lexus from Acura is snob appeal... You can presumably turn up your nose to everything else on the road if you're driving a Lexus. Whereas, Acura doesn't even have that same cache, much less anything else. Just wait until Lexus quality falls some more, then we'll start seeing them at the bottom of surveys because suddenly, it won't be that special to drive one anymore.

Edited by FUTURE_OF_GM
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Scenario: you are in the middle of beating your wife, the phone rings and it is a telephone survey. Do you A) hang up on them or B) answer their stupid questions to just get them off the phone?

I suppose blind telephone surveys are marginally more 'accurate' than those mail-in surveys from a captive demographic (if only because blind surveys are more random, but in all cases I still contend that only the persons will polarized views will bother to respond.

These surveys prove nothing, other than the fact the media is starved for any real news.

I see a lot of Acuras around here, but most of the people I know that have them only have them for pure snob appeal. One friend of mine, who leased a 2000 3.2 had no idea how many cylinders it had, how many hp - nada. Only that he was 'told' it was a good car. Yeah, but it ran on premium gas and he was freaking about the $700 lease payment. I laughed at him: I could have leased him a GLS Intrigue for $150 less a month AND it ran on regular gas.

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I'm not going to argue that Acura needs to work on the image, but this ranking is simply laughable.

Data collected from 1,720 people? Out of 300 million? How can anyone read that and not lol?

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Who could blame them? Acura, as well as Lexus, are brands without pedigree or prestige. They're just nice cars, at best, nothing more.

Buy a Cadillac, then you get something more than just a "nice car."

I wouldn't even give Lexus that much credit. Toyota puts no more work into Lexus than they do the Camry or anything else. Lexus really is $h!. Acura, however, is that "nice car" you were talking about. I really liked the RL and TL Type-S I was able to check out. I liked the RDX, too, though I was terribly amused by its interior that was literally falling apart.

"SHAWD". woo hoo. build a brand on that.

Actually, I've only been in one vehicle with SHAWD (the RDX), and I was really impressed.

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I also did a survey about the relevance of cars. I talked to each person and asked them questions about the cars they liked the most. Here is the ranking:

1. Toyota

2. Cadillac

3. Honda

4. Chevrolet

You can draw several conclusions from these results. First, it's simply amazing that Ford isn't on the list at all. It must mean that America no longer cares about Ford. Also, not finding Saturn on the list at all means that GM's attempts to resurrect Saturn have failed miserably. Also of note, that there are no German or Korean brands. These cars must have zero relevance in America now. Among Chevrolet, the Blazer was actually the highest ranked model; which shows that GM missed the mark with the new Malibu. From these results GM should continue to pursue SUV's. And also the best Cadillacs were made in the 80's, as determined by these results. Lastly, we were able to confirm that the Toyota Corolla is indeed the best car in America, in every way.

(Data was collected from 2 U.S. adults.)

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I also did a survey about the relevance of cars. I talked to each person and asked them questions about the cars they liked the most. Here is the ranking:

1. Toyota

2. Cadillac

3. Honda

4. Chevrolet

You can draw several conclusions from these results. First, it's simply amazing that Ford isn't on the list at all. It must mean that America no longer cares about Ford. Also, not finding Saturn on the list at all means that GM's attempts to resurrect Saturn have failed miserably. Also of note, that there are no German or Korean brands. These cars must have zero relevance in America now. Among Chevrolet, the Blazer was actually the highest ranked model; which shows that GM missed the mark with the new Malibu. From these results GM should continue to pursue SUV's. And also the best Cadillacs were made in the 80's, as determined by these results. Lastly, we were able to confirm that the Toyota Corolla is indeed the best car in America, in every way.

(Data was collected from 2 U.S. adults.)

:lol:

I'm not a big fan of Acrua, but jumping on these numbers is a waste of time, just like anything from Consumer Reports.

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Acura is a wholly unimpressive marque.

Until you get behind the wheel. :AH-HA_wink:

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Until you get behind the wheel. :AH-HA_wink:

and notice how well they've managed to copy Honda.

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I wouldn't even give Lexus that much credit. Toyota puts no more work into Lexus than they do the Camry or anything else. Lexus really is $h!. Acura, however, is that "nice car" you were talking about. I really liked the RL and TL Type-S I was able to check out. I liked the RDX, too, though I was terribly amused by its interior that was literally falling apart.

Actually, I've only been in one vehicle with SHAWD (the RDX), and I was really impressed.

yeah but A- shawd is a dumb name. put it on a ricer civic. and b- isn't shawd and saab's cross wheel drive the same thing?

ford's response was so high because fusion, focus, 500, etc. all have been getting good reliability scores lately in CR.

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Acura to me = Honda that you get fu&$ed extra hard on in terms of purchase price.

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yeah but A- shawd is a dumb name. put it on a ricer civic. and b- isn't shawd and saab's cross wheel drive the same thing?

ford's response was so high because fusion, focus, 500, etc. all have been getting good reliability scores lately in CR.

It is similar, yes. BMW is introducing a GKN/ZF system which does the same thing as well. SH-AWD seems to go further though in actively proportioning torque to one side in order to actually steer the car through corners. Of course much the same effect could be achieved with the open-differential+traction-control system used by Cadillac, but with higher brake wear.

Acura's response is stupid. You don't bury your head in the sand and claim you are famous, really you are, when you get a result like this. A survey like this is only worthwhile as an internal reality check. They should be saying "this is terrible—how do we fix this before Honda-san starts sending out ceremonial swords?"

Edited by thegriffon
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acura needs to do a few couple things.

1- drop the prices some on the MDX and RDX.

2- bring back the prelude as an INTEGRA

3- RWD biased v6 and v8 LEGEND

4- convert the TSX into VIGOR

5- revive the NSX

6- move the S2000 over to Acura and redesign it.

learn about design.

keep up on powertrains.

stop being so japanese.

Edited by regfootball
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In defense of Consumer Reports (I know I know) A Random Digit Dialing phone survey involving the number of people they surveyed has been researched and demonstrated by the universities of this country to be a statistically valid form of getting information from the public. That being said, there is also a margin of error that must be reported to show that the rankings would have a range that each one would fall into which would place one brand above the other.

It is totally possible for some or mabe all of the brand to fall inside the margin of error in this survey.

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