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Growing Number of Buyers Steer Clear of Imports

“Conventional wisdom,” rather than latest quality data, often a factor in brand selection, says new J.D. Power study.

by on Jan.26, 2012

Makers like Ford -- its new 2013 Fusion shown here -- and Hyundai have to overcome negative quality perceptions that lag reality, according to a new study.

Word-of-mouth is typically a critical factor in the choice a car buyer makes, yet “conventional wisdom” about which brands have the best quality may be sorely out of date, notes a new study by J.D. Power and Associates. Nonetheless, 40% of buyers say they steered clear of one brand or another because of what they’ve heard about quality, rather than actually checking for the latest data.

Meanwhile, though Detroit automakers have long abandoned their “Buy American” campaigns, the public’s interest in bringing more manufacturing jobs back to the U.S. seems to be paying off.  Power’s latest annual “Avoider Study” finds that that nearly one in seven buyers has steered clear of a foreign-badged product precisely because of where it was made.

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The 2012 Avoider Study also found that fuel economy is now the most influential factor in choosing – or avoiding – a product, though factors like price and styling are also strongly influential.

“The fact that so many new-vehicle buyers may be basing their opinions about quality and reliability on pre-conceived notions, rather than concrete information or data, demonstrates how important it is for automakers to promote the quality and reliability of their models,” said Jon Osborn, research director at J.D. Power and Associates.