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Chevrolet, Ford, and Subaru jump in brand perception Toyota is tops, according to new Consumer Reports survey

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Chevrolet, Ford, and Subaru jump in brand perception

Toyota is tops, according to new Consumer Reports survey

Despite experiencing one of the most turbulent years ever in the automotive market, Chevrolet, Ford, and Subaru have benefited from a dramatic increase in overall brand perception among car owners. According to Consumer Reports 2010 Car Brand Perception Survey, all three saw at least a 30-point increase in their overall perception scores over last year's scores. The scores reflect how consumers perceive each brand in seven categories: Safety, quality, value, performance, design/style, technology/innovation, and environmentally friendly/green.

The scores reflect consumers' total perception level of a brand across those categories, and not the actual qualities of the brand's individual vehicles.

Toyota maintained its Number one spot. But overall score improvements helped Ford to slip past Honda into second place and allowed Chevrolet to rise to fourth place, from ninth. Subaru's 39-point increase, which was the largest of any brand and almost double its 2009 score, boosted the brand to ninth place, from last year's 18th position. (See the 2009 Consumer Reports Car Brand Perceptions Survey.)

At the other end of the spectrum, the two lowest-scoring brands were Hummer and Saab—divisions that General Motors has struggled to sell. Luxury brands saw the greatest decreases in overall scores, with Porsche (-13 points), Lexus (-15), Cadillac (-15), Infiniti (-21), and Lincoln (-25) moving in the wrong direction.

Clearly, several brands emerged from the 2009 auto crisis stronger than others, and the way consumers perceive the brands is in constant change.

Best and worst in brand perception

The chart below shows the overall scores for the top and bottom 10 brands, according to Consumer Reports' 2010 Car Brand Perception Survey. Overall scores are an aggregate, reflecting a brand's total perception level across seven areas. They are rounded to the nearest whole number. The top five brands in each area are listed on the Brand perception by category pages.



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