The automotive industry is undergoing a profound transformation propelled by advances in technology, shifting consumer preferences, and ongoing challenges like supply chain issues and economic pressures. These factors are redefining how people view and choose vehicles. Price stands out as the top concern, with 59% of consumers listing it as their most important consideration when evaluating auto brands.
This heightened price sensitivity pushes manufacturers to demonstrate value while cultivating a trustworthy and appealing brand image. A positive perception doesn’t stop at the cars themselves – it expands to include every customer interaction, from dealership experiences to marketing that connects on a personal level. Commitments to societal and environmental causes, like developing affordable electric models or maintaining fair pricing practices, also resonate deeply with consumers.
Automakers who prioritize these elements are better positioned to foster trust, loyalty, and connection with buyers. Building this trust isn’t just a way to maintain relevance – it’s a critical strategy for thriving in a competitive and challenging market.
For brands that go beyond delivering affordability to also meet consumer expectations and values, the rewards include stronger customer relationships, heightened brand recognition, and increased sales. The automotive leaders of tomorrow will be those who not only adapt to this evolving landscape but actively shape it – finding creative ways to meet the financial, ethical, and emotional needs of today’s buyers.
This report looks at the following areas:
- 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
The automotive industry continues its evolution. Strong brand trust, value, and ethics will define success in an increasingly competitive market.
Gabe Sanchez, Automotive Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This Report analyzes the perceptions and attitudes toward various auto brands, including: Ford, Chevrolet, Toyota, Honda, Nissan, Subaru, Kia, GMC, Hyundai, Tesla, Volkswagen, and Jeep.
The consumer research for this Report was fielded in December 2024. The Report was written in February 2025, and the analysis reflects the state of the category and pandemic during this time.
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EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Improve dealership perceptions
- Look at electric vehicles as an opportunity to reinvent
- Highlight affordability amid economic uncertainty
- Lead the conversation on data collection, privacy
- Develop, showcase used and CPO programs to improve perceptions of reliability and sustainability
- Position safety technologies as a way to keep older consumers on the road longer
- Elon Musk’s influence on Tesla’s perceptions
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MARKET DYNAMICS
- Market context
- Market drivers
- Consumer sentiment slides 10% from January
- Graph 1: consumer sentiment index, 2022-25
- Annual inflation rose slightly in January
- Graph 2: headline CPI and core CPI, 2021-24
- Prices of new and used vehicles remain elevated
- Average age of vehicles on the road continues to increase
- Imposed tariffs threaten automotive market
- Market size and forecast
- Retail sales and forecast of select automotive brands
- Retail sales and forecast of select automotive brands (cont)
- Economic influences temper growth
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CONSUMER INSIGHTS
- Consumer fast facts
- Vehicle ownership and acquisition
- Personal transportation remains important
- Graph 3: number of vehicles in household, by age, 2024
- Generational difference in vehicle acquisition
- Graph 4: household vehicle acquisition, by age, 2024
- Reach younger consumers through parenthood
- Graph 5: household vehicle acquisition, by parental status, 2024
- Consumers look to consolidate…
- Graph 6: household vehicle ownership, by year, 2020-24
- …across various areas
- Graph 7: single car households, 2022-24
- Purchase intent and responsibility
- Navigating consumer demand in the short term
- Graph 8: vehicle purchase consideration, by gender, 2024
- Understanding decision-making dynamics
- Graph 9: purchase responsibility, by gender, 2024
- Target younger buyers in the short term
- Graph 10: vehicle purchase consideration, by age, 2024
- Highlight individuality to engage with the next generation of buyers
- Graph 11: purchase responsibility, by age, 2024
- Black consumers lead in short-term interest
- Graph 12: vehicle purchase consideration, by race, 2024
- Engaging independent Black buyers
- Graph 13: purchase responsibility, by race, 2024
- Car buying experience and type consideration
- The majority of consumers are not first-time buyers
- Graph 14: first-time car buyer, by gender, 2024
- Women indicate interest in used vehicles
- Graph 15: vehicle type consideration, by gender, 2024
- Subaru highlights its owners across social media
- Engaging first-time car buyers: a generational opportunity
- Graph 16: first-time car buyer, by age, 2024
- Consumers gravitate toward new vehicles
- Graph 17: vehicle type consideration, by age, 2024
- Personalize the first-time buying experience
- Black and Hispanic consumers consider first-time purchasing
- Graph 18: first-time car buyer, by race, 2024
- Unlock opportunities among Black consumers
- Graph 19: vehicle type consideration, by race, 2024
- Factors influencing auto brand perceptions
- Consumers consider multiple factors when establishing perceptions
- Graph 20: influential factors (% any rank), 2021-24
- Women consider safety ratings
- Driving safety forward: improve perceptions of trust
- Volvo’s “Equal Vehicles for All” (E.V.A.) initiative
- Key factors shaping automotive brand perceptions across generations
- Graph 21: influential factors (% any rank), by age, 2024
- Improve perceptions across generations
- Reach younger consumers through parenthood
- Graph 22: influential factors (% any rank), moms vs dads, 2024
- Engaging parents where they are, through shared experiences
- Sources influencing auto brand perceptions
- Sources impacting consumers’ perception of auto brands
- Graph 23: influential sources (% any rank), 2024
- First-time buyers go beyond the top sources of influence
- Graph 24: influential sources (% any rank), by first time buyer, 2024
- Influencing perceptions across genders
- Graph 25: influential sources (% any rank), by gender, 2024
- Brands leverage sports sponsorships and celebrity ambassadors
- Brands must aim to strengthen consumer loyalty
- Graph 26: loyalty (% agree), by gender, 2024
- Experience shifts consumer influences, considerations
- Graph 27: influential sources (% any rank), by age, 2024
- Opportunity to reach men through auto racing, betting
- Black consumers host limited previous experience….
- Graph 28: previous experience with the brand (% any rank), by race, 2024
- … but opportunity exists beyond the car
- Graph 29: attitudes toward cross-category activity (% agree), by race, 2024
- Dodge, Kia leverage popular culture and entertainment
- Parenthood offers additional opportunities to resonate with younger consumers
- Graph 30: select influential sources (% any rank), moms vs dads, 2024
- Consumer Reports partners with The Bump
- Unlocking LGBTQ+ consumer loyalty through authentic representation
- Graph 31: influential sources (% any rank), overall by those in LGBTQ+ community, 2024
- Auto brand perceptions
- Dealerships are a driving force in perceptions
- Improve, upkeep perceptions of safety
- Graph 32: safe, 2024
- Some brands fall behind in perceptions of safety…
- …and some think outside the box to provide support
- Evolving safety perceptions: balance innovations
- Graph 33: auto brand perceptions – safe, by age, 2024
- Subaru goes beyond humans to highlight safety, appealing to younger consumers
- Toyota, Honda lead in perceptions of reliability
- Graph 34: reliable, 2024
- Showcase reliability by highlighting used/CPO programs
- Perceptions of reliability shift slighty with age
- Graph 35: reliable, by age, 2024
- Auto brands highlight legacy models across social media
- Affordability is critical; Toyota and Honda lead…
- Graph 36: affordable, 2024
- …while some have room to improve perceptions
- Age and affordability perceptions: how generations view auto brands
- Graph 37: affordable, by age, 2024
- Price transparency can drive perceptions of affordability
- Half of Hispanic consumers view Toyota as affordable
- Toyota celebrates Hispanic resilience with “Endurance is in Our Heritage”
- Perceptions of quality vary; led by Toyota and Honda
- Graph 38: high quality, 2024
- Understanding limited perceptions of quality
- Balancing domestic sentiment: “Made In America”
- Graph 39: made in america (% agree), by age, 2024
- Toyota highlights American manufacturing
- Generational shifts in perceptions of automotive quality
- Graph 40: high quality, by age, 2024
- Engaging younger and Black consumers: Kia’s opportunity
- Graph 41: high quality, by race, 2024
- Empower consumers through cultural connection and design
- Some Tesla owners bring creative responses amid controversy
- Driving innovation and strong technology perceptions
- Graph 42: cutting edge technology, 2024
- Honda presents its vision, innovation
- Generational perspectives: Tesla and Jeep’s tech appeal
- Graph 43: auto brand perceptions – cutting-edge technology, by age, 2024
- Preview the future of the brand, drive earned media
- Branded components and EV appeal
- Graph 44: attitudes toward technology (% agree), by age, 2024
- Thinking ahead: keep software, user experience in mind
- Toyota, Tesla lead perceptions in environment-friendliness
- Graph 45: environmentally friendly, 2024
- Multicultural consumers and environmental brand perceptions
- Graph 46: environmentally friendly, by race, 2024
- Engaging multicultural consumers through ride-sharing partnerships
- Advertising impacting perceptions
- Lights, streams, and scrolls: how auto ads impact perceptions
- Graph 47: types of advertising impacting perceptions (% any rank), 2024
- Age-driven advertising: tailoring strategies for impact
- Graph 48: types of advertising impacting perceptions (% any rank), by age, 2024
- Driving positive perceptions through values-based advertising
- Graph 49: attitudes toward corporate social responsibility (% agree), by age, 2024
- Ford’s “Men’s Only Edition”
- Maximize impact: target parents where they are
- Graph 50: types of advertising impacting perceptions (% any rank), moms vs dads, 2024
- Unlocking connections: niche advertising channels resonate with LGBTQ+ consumers
- Graph 51: types of advertising impacting perceptions (% any rank), overall vs those in LGBTQ+ community, 2024
- Reaching LGBTQ+ consumers with authentic engagement
- Graph 52: attitudes toward social media (% agree), overall vs those in LGBTQ+ community, 2024
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INNOVATION AND MARKETING STRATEGIES
- Launch activity and innovation
- Tesla plans affordable model
- Hyundai partners with Amazon
- Subaru considers four-legged family
- Nissan and Honda explore merger
- Auto brands hit the brakes on Super Bowl ads
- Honda highlights its micro-mobility solutions
- Honda commits to produce the Civic in US
- Marketing and advertising
- Volkswagen teams up with SNL for its 50th anniversary
- Jeep’s “Owner’s Manual” revs up individuality
- Sony Honda Mobility highlights AFEELA capabilities
- Volkswagen revives the Scout brand
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APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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