US Consumer Perceptions of Auto Brands Report 2024

Discover what consumers think about automotive brands with this report. General consumer perceptions are covered as well as with specific reference to existing brands. For some handpicked insights, see below.

Key Topics Covered

• Consumer perceptions of select auto brands.
• Important factors and sources of influence driving perceptions of auto brands.
• Types of advertisements impacting consumers’ perceptions.
• Attitudes toward auto brands.

US Automotive Market Overview

The automotive industry is undergoing a shift. Advancing technology combined with supply chain disruptions have complicated the landscape for consumers. With economic uncertainties, these factors have led to over half stating that price influences their view of auto brands. Creating a positive brand image is crucial at this stage. This goes beyond the car and into the whole consumer experience, such as at dealerships and concerning social responsibility efforts.

Consumer Perceptions of Auto Brands

Almost three-quarters of consumers state that the dealership influences their perception of the brand. This presents a market challenge as less than half of consumers see traditional dealerships as trustworthy and even fewer think the same of dealer groups. It therefore remains crucial to deploy best practices at dealerships to drive positive perceptions.

Safety ratings greatly influence consumer perceptions of automotive brands. Not only this, but a majority of consumers express a desire for safety features such as backup cameras and lane-keeping assist in their next vehicle. Given the critical importance of safety to consumers, it’s pivotal for brands that are currently viewed less favorably on safety (revealed in this report) to highlight their safety technologies.

A third of consumers who own a vehicle within their household or plan to buy one are interested in over-the-air software updates. Moreover, almost a quarter state that a vehicle’s software impacts their perception of the automaker. Automakers have an opportunity to encourage positive perceptions around the cutting-edge technology in their vehicles.

For more crucial automotive consumer insights and to dive deep into specific brand perceptions, buy the full report. You may also be interested in our other automotive market research.

Automotive Brands Discussed

The competitive automotive landscape is covered, regarding specific brands and consumer perceptions of such brands, in the full report. Brands include Tesla, Volkswagen, Subaru, Kia, Chevrolet, Honda, Toyota, Ford, Hyundai, Nissan, GMC, Jeep, and more.

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Expert Analysis

Leading automotive analyst Gabe Sanchez delivers expert industry insights with this in-depth report.

In a challenging automotive market, fostering favorable brand impressions is essential. Positive impressions can sway preferences and provide a competitive edge.

 

Gabe Sanchez
Automotive Analyst