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Toyota Takes Top Automotive Brand Spot…Again

Automakers score well, but lag leading tech brands.

by on Oct.10, 2014

Toyota was tops among automakers, but was only the eighth-ranked brand overall.

The annual survey of the world’s most valuable brands by Interbrand has placed Toyota at the head of the automotive class.

Toyota was eighth-ranked overall, lagging such global tech giants as #1 Apple, second-place Google — and third-ranked Coca-Cola. Interbrand estimated this week the combined value of the list automotive companies appearing on the Best Global Brands ranking increased by 14.6% compared to the 2013 list, in what turned out to be something of a record year for the automotive sector.

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Three of the five “Top Risers” hailed from the automotive sector, Interbrand reported.

The top 13 automotive brands on the annual Interbrand list included Toyota, at number one, its value increasing by20%. Next was Mercedes-Benz at the number 10 spot overall, and gaining, 8% in its brand value. It was followed by BMW at 11th, its brand value up 7%.

Other automakers on the list included: (more…)

New Car Buyers Name Honda Best Overall Brand Again

Survey tabs Ford as Best Truck, Mercedes as Best Luxury brands.

by on Apr.09, 2014

On the strength of vehicles like the Accord, above, Honda captured the Best Overall Brand award in Kelley Blue Book's 2014 Brand Image Award survey.

For the second consecutive year, new car buyers voted Honda “Best Overall Brand” in Kelley Blue Book’s annual Brand Image Award study. The company also took the “Most Trusted Brand” honor for the third straight year.

Kelley Blue Book, also known as KBB, gives out awards in 13 categories. Among luxury brands, Mercedes-Benz was named the Best Overall Brand. Ford grabbed the Best Overall Brand award for trucks.

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“A brand is really built over the long haul through consumers’ experiences with its products, and Honda is committed to delivering class-leading vehicles that provide lasting enjoyment and value to our customers,” said Jeff Conrad, senior vice president and general manager of the Honda automobile division for American Honda, in a statement. “Honda simply embraces the challenge of being a brand that people can trust.” (more…)

Ford Buzzes to Second Place Finish on Brand Index

Behind only Amazon, maker is tops in Autos category.

by on Jan.21, 2014

Ford finished second only to Amazon on YouGov's annual BrandIndex Buzz report for 2013.

They like Ford…they really like Ford!

Sally Field’s oft-quoted line from her past Oscar acceptance speech may seem appropriate for Ford’s second-place finish behind retail behemoth Amazon in YouGov’s annual BrandIndex Buzz report.

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But, it’s the actual quote – “You like me, right now, you like me!” – that may be more appropriate. You see, last July when the group released it’s mid-year list of the index Ford was first while Amazon was second. Clearly, just how much favor a company holds with the public changes quickly. (more…)

Toyota, Ford Top Consumer Reports Car-Brand Perception Survey

BMW, Buick and Hyundai post unexpected declines.

by on Feb.04, 2013

The Toyota Furia Concept unveiled at the North American International Auto Show in Detroit.

Toyota remains the automotive brand with the highest perception among American consumers, according to an annual study by Consumer Reports magazine, with Ford and Honda coming in close behind.

In a significant development domestic automotive brands accounted for half of the Car-Brand Perception Survey’s Top 10, according to the widely followed non-profit publication – with the California-based electric vehicle start-up Tesla Motors rounding out the list in 10th. The other domestic brands included Chevrolet, ranked fourth, Cadillac, at seventh, and Dodge, at ninth.

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The other brands in the Top 10 included Mercedes-Benz, ranked 5th, followed by sixth-ranked Volvo, and BMW in eighth.

In an unexpected development, BMW saw a decline in its brand awareness score, noted CR’s online deputy auto editor Jeff Bartlett, along with Buick and Hyundai.

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BMW Named World’s Most Valuable Auto Brand

Ford, fresh from debt upgrade, 7th among automakers.

by on May.23, 2012

That BMW "spinner" logo is worth billions.

What’s in a brand name?  If it’s the right one the answer is “plenty.”  According to a new survey by Interbrand, which annually tracks the value of major corporate brands, Apple’s brand is worth $182.9 billion.

Apple leads the list in Interbrand’s 2012 BrandZ Top 100 Most Valuable Global Brands Study, followed by IBM, at $116 billion, and Google, at $107.9 billion.  But while they lagged at least an order of magnitude behind, a number of major automakers also landed on the list, starting with BMW, with an estimated brand value of $24.6 billion.  BMW was 23rd overall on the BrandZ list.

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“Brands are an insurance policy for businesses,” said Eileen Campbell, Global CEO of brand research company Millward Brown. “Despite a prolonged period of economic stress, political uncertainty and natural disasters that buffeted brands across many categories, the value of the world’s leading brands keeps rising across many categories, sustaining and nurturing businesses.”

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What’s in a Brand Name? Apparently, a Lot Less Than We Think

Buyers see little difference, shows Consumer Reports study.

by on Jan.30, 2012

Products like the new Prius C have helped build the Toyota brand name, but a new study says its image has slipped sharply.

Manufacturers spend millions – in some cases, billions – to get customers to focus on their brands.  And traditional auto industry research suggests that there are few things more valuable than a good brand image.

Or is there?

That may have been true in years past, but a new study by Consumer Reports magazine suggests “the difference between the top car brands and the challengers is shrinking.  While two Japanese importers and two Detroit marques still lead in overall perception, the gap is smaller than ever.

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That’s the sort of data that can send a chill through the corridors in an automaker’s marketing department, as it opens up the possibility that upstart competitors can gain a leg up with a good new product and a particularly creative ad campaign.  Kia’s hamsters anyone?

“Smaller companies have benefitted from the shift,” reports the non-profit publication, “illustrated by the small electric-car builder, Tesla, breaking into the top 10” in terms of brand perception.

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Ford, Toyota Locked in “Dead Heat,” Says Consumer Reports

Ford “excels in factors that consumers say matter.”

by on Jan.05, 2011

Ford gains, Toyota declines, in latest Consumer Reports Brand Perception study.

Ford and Toyota have found themselves in a statistical “dead heat” in terms of how they’re perceived by U.S. car buyers, reports Consumer Reports magazine.

The annual Car Brand Perception Survey reveals a number of trends and surprises about how motorists relate to various automotive brands.  Not unexpectedly, Toyota has taken some serious hits as a result of more than a year of scandals relating to its various quality and safety problems.  Ford, on the other hand, continues to gain momentum with an assortment of new products that seem to be hitting the sweet spot in the American market.

“Ford excels in the factors that consumers say matter most,” the influential non-profit publication reports, “safety, quality and value.”

Ironically, the good news for Ford comes just a day after Consumer Reports reviewers decided not to give a “Buy” recommendation to the maker’s Edge and Lincoln MKX crossovers, contending that their “MyTouch” touchscreen infotainment systems are “overly complicated and distracting.” (Click Here for the full story.) That same technology has won numerous endorsements from other third-party reviewers, reflecting Ford’s generally positive growth in consumer perception.

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Who’ll Follow Mercury Onto the Automotive Rust Heap?

There are plenty of other troubled brands.

by on Jun.03, 2010

If the 2011 Mitsubishi Outlander doesn't turn things around for the troubled brand its fate, at least in the U.S., will be decidedly uncertain.

Remember Packard?  Or Plymouth?  How about Eagle or Oldsmobile?

A search of the automotive morgue yields the name of more than 800 different brand names that have vanished from the U.S. market alone over the last century.  Some, like Packard and Olds, were immensely popular in their day, the latter General Motors division generating sales of more than a million as recently as the early-1980s.  Others, like Chrysler’s Eagle, were ill-conceived ventures that were given mercifully little time before being pulled from the market.

As Ford’s announcement that it will finally pull 71-year-old Mercury off life support underscores, the ongoing automotive sales crisis has led to the demise of more automotive brands than at any time since the Great Depression.  The question, analysts ask, is whether still more nameplates could vanish in the coming years?

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Is there room for a Suzuki, Mitsubishi or Saab, as well as Ram and Fiat?

(Click Here for more on Mercury’s demise. More on vanishing brands on the next page.)

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