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Consumers say Ford leads the pack in factors that matter most-Malaga Car People

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Consumers believe the Ford brand has gained considerable ground as perennial leader Toyota has declined over the past two years.

Ford excels in the factors that consumers say matter most: safety, quality and value.

.  A year ago, Toyota retained a substantial lead over Ford and Honda, the No. 2 and No. 3 makes in terms of the strongest or most favourable car brand. In 2010, however, Toyota finished only slightly ahead of Ford, which widened its advantage over Honda. Honda has continued to lose ground, sliding 28 points since 2008.

The scores in the survey reflect how consumers perceive each brand in seven categories: safety, quality, value, performance, design/style, technology/innovation, and environmentally friendly/green. Measuring across those categories provides the total brand perception and does not directly represent the actual qualities of any brand’s vehicles.

One area where Toyota maintained a significant lead is in a category that continues to become less important to consumers: environmentally friendly/green.  Toyota leads the category by a large margin, with a score of 46, compared to second-place Ford at 18. Without that big Toyota victory in the green category, Ford would have clearly claimed the top overall score.

The survey also found that the environmentally friendly/green factor continues to drop with only 28% of consumers finding it to be an important factor.  This drop is likely a sign of the leaner economic times and unwillingness to spend more for green technologies. 

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