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Perceptions of Auto Brands, Trust, Loyalty - US - July 2015

A series of major recalls has rocked the automotive industry throughout this decade, and no company or brand has been spared. Consumer perceptions of the industry have been affected by the recalls, but there are ways brands can adapt to changing consumer perceptions and loyalties.

This report looks at at the following areas:

  • Recalls are changing perceptions of automotive brands, but to what extent?
  • Consumer loyalty has its limits

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Recalls are changing perceptions of automotive brands, but to what extent?
            • Figure 1: Impact of recalls on industry perception, March 2015
          • Consumer loyalty has its limits
            • Figure 2: Brand loyalty, March 2015
          • The opportunities
            • Consumers are influenced by their peers, – so success with some could lead to success with all
              • Figure 3: Attitude toward trusting car brands, March 2015
            • Trust comes from past positive experiences
              • Figure 4: Factors of brand loyalty, March 2015
            • What it means
            • The Market – What You Need to Know

              • Social media and the internet can help perceptions spread
                • Recalls will impact perceptions, at least somewhat
                • Market Factors

                  • Social media growth influences consumers
                    • Recalls could change perceptions
                    • Key Players – What You Need to Know

                      • Recalls prompt look at consumer perceptions
                        • GM recalls show what can go wrong
                          • Brands that handle recalls well can build loyalty or keep loyal customers in the fold
                          • What’s Working?

                            • Transparency and response are key when dealing with recalls
                            • What’s Struggling?

                              • General Motors’ shows what to avoid when a recall hits
                              • What’s Next?

                                • Automakers will need to address recalls head on
                                • The Consumer – What You Need to Know

                                  • Consumers’ brand perceptions changed by recalls
                                    • Brand loyalty strong among consumers
                                      • Consumers listen to their peers despite our modern media ways
                                      • Recalls Do Impact Perceptions

                                        • Gen X, Millennials have different perspectives
                                          • Parents Influenced more heavily by the recalls
                                            • Figure 5: Factors of brand loyalty, March 2015
                                          • Recent news has increased consumer awareness of recalls
                                            • Figure 6: Recalls’ impact on brand perception, March 2015
                                        • Brand Loyalty is Strong

                                          • Nearly one-half of respondents show loyalty to a certain brand
                                              • Figure 7: Brand loyalty, March 2015
                                          • Performance, Experience, Reputation, Price Drive Loyalty

                                            • Performance is a strong driver for brand loyalty
                                              • Previous ownership experience is also a huge factor when it comes to loyalty
                                                • Reputation also drives loyalty
                                                  • Figure 8: Attributes associated with brands, March 2015
                                                • Safety and fuel economy also influence loyalty
                                                  • Enthusiasm doesn’t impact loyalty much
                                                    • Figure 9: Factors impacting brand loyalty, March 2015
                                                • Factors Influencing Consumer Trust

                                                  • Consumers are influenced by other consumers
                                                      • Figure 10: Trust in Brands, March 2015
                                                  • Outside Influences Have an Impact

                                                    • Reviews, and news stories have positive impact, but most factors don’t resonate
                                                      • Figure 11: Factors that Impact Brand Perception, March 2015
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Data sources
                                                      • Consumer survey data
                                                        • Consumer qualitative research
                                                          • Abbreviations and terms
                                                            • Terms
                                                            • Appendix - Correspondence Analysis Methodology

                                                              • Methodology

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Perceptions of Auto Brands, Trust, Loyalty - US - July 2015

                                                              £2,684.63 (Excl.Tax)