This report provides comprehensive and current information and analysis of the US Perceptions of Auto Brands market including US Perceptions of Auto Brands market size, anticipated market forecast, relevant market segmentation, and industry trends for the Perceptions of Auto Brands market in the US.

Current market landscape

Some 64% of consumers indicated that price was a driving force in their consideration of new car types. While consumers are traditionally price sensitive, current economic conditions have pushed them to be more critical of their spending. When looking beyond price, consumers have a tendency to prioritize physical attributes such as safety, comfort, size and fuel/energy efficiency. This suggests that although consumers first seek vehicles that are within their budget, they will not do so at the expense of other factors.

Future trends in vehicle by type market research

It’s important for automakers and retailers to align car type offerings with what consumers are looking for. This is especially apparent for the most popular car types in terms of consideration – SUVs and sedans. These vehicles are among the most positively perceived by consumers across various factors, driving their purchase consideration. However, it’s important to note that although consumers perceive these vehicles to be better than others, their perceptions may not always be accurate. Therefore, it is up to automakers and retailers to continue to educate and showcase the various offerings and benefits of different car types in an effort to drive positive perceptions and consideration, and help consumers find the vehicle that meets their needs.

This report analyzes the perceptions and attitudes towards various car types, including: SUVs, wagons/hatchbacks, crossovers, pickup trucks, convertibles, sedans, coupes, sports cars, minicars, minivans, full-size vans, hybrids/electric vehicles, and vehicles by types market size.

Readers of this report may also be interested in Mintel’s Perceptions of Auto Brands – US, 2022, and Car Purchasing Process – US, 2021; CPO and Used Vehicles – US, 2021

Read on to discover more about the US Perceptions of Auto Brands consumer market, read our US Recreational and Specialty Vehicles Market Report 2021, or take a look at our other Automotive Market research reports.

Quickly understand

  • Consumers’ perceptions of and attitudes toward auto brands.
  • Important factors and sources of influence driving perceptions of auto brands.
  • Types of advertisements impacting consumers’ perceptions.
  • Social impact of auto brands.

Covered in this report

Brands include: Ford F150, Chevrolet Silverado, Hummer, Ram 1500, Tesla, Hertz, Sony CES, Volvo, Nissan, Kia.

Expert analysis from a specialist in the field

This report, written by Gabe Sanchez, a leading analyst in the Automotive sector, delivers in-depth commentary and analysis on consumer perceptions of car types, to highlight current trends and add expert context to the numbers.

Consumers’ perceptions across measured attributes further illustrate the crowded, competitive nature of the auto industry. Brands must look to differentiate from the competition and drive appeal by communicating the benefits consumers care about most – such as value, safety and efficiency. This will help influence consumer perceptions and lead to increased consideration moving forward.
Gabe Sanchez, Automotive Analyst
Gabe Sanchez
Automotive Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
    • COVID-19: US context
    • Economic and other assumptions
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US unit sales of new vehicles, by select brands, 2016-21
      • Figure 2: Automotive industry outlook, 2022-27
    • Opportunities and challenges
    • Economic influences create potential barriers for consumers
    • Chip shortage disrupts inventories and availability for some; drives consumers to keep vehicles longer
    • Continue to educate and drive familiarity of upcoming electric vehicle offerings
    • Go beyond the car to improve perceptions and drive consideration amongst consumers
    • Key consumer insights
    • Consumers consider a variety of factors in brand perceptions; price most important
    • Younger consumers indicate need for education, guidance
    • Consumers impacted by long-form advertisements
    • Foreign brands perceived well across factors
  3. Market Size

    • Supply chain disruptions and economic influences lead to depressed sales
      • Figure 3: Total US unit sales of new vehicles, by select brands, 2016-21
  4. Market Factors

    • Consumer confidence and unemployment drive consumers to tighten budgets
      • Figure 4: Consumer Sentiment Index and Unemployment, 2000-22
    • Inflation raises flags for consumers in the market for new and used vehicles
      • Figure 5: Consumer Price Index, new vehicles and used vehicles, 2017-22
    • US government aims to increase chip production and curb rising costs
    • Build Back Better Act; Biden introduces tax credit for electric vehicles from US manufacturers
  5. Competitive Strategies and Market Opportunities

    • Auto brands leverage existing models to drive interest in EVs
      • Figure 6: Ford highlights the capabilities of all-electric Mustang, 2021
    • Chevrolet leverages partnerships from other categories
      • Figure 7: Chevrolet leverages Carhartt, 2020
    • Subaru leverages local dealerships to show commitment to charity, local community
      • Figure 8: Subaru and retailers support AdoptAClassroom, 2021
    • Partnerships and contract manufacturing offer opportunity for brands
      • Figure 9: Sony features the vision-s 02
    • Leverage NFTs to generate interest among consumers, especially younger consumers
      • Figure 10: McLaren F1 team partners with Roblox to unveil race car, 2022
    • Create experiences for consumers beyond the car and dealership
      • Figure 11: Mercedes provides audio-centric experience, 2022
    • Tap into popular culture to drive interest amongst consumers
      • Figure 12: Ferrari partners with Fortnite to reach gamers, 2021
  6. The Car Consumer: Fast Facts

  7. Influencing Auto Brand Perceptions

    • Automakers must tailor messaging to highlight key points across genders
      • Figure 13: Influential factors, by gender, 2021
      • Figure 14: Influential sources, by gender, 2021
    • As consumers age, they have more experience to lean on
      • Figure 15: Ford leverages its history to highlight innovations, 2021
      • Figure 16: Influential factors, by generation, 2021
      • Figure 17: Influential sources, by generation, 2021
    • Income shifts consumers’ priorities
      • Figure 18: Mercedes-Benz G-Class exclusive page generates interest, 2022
      • Figure 19: Influential factors, by household income, 2021
      • Figure 20: Influential sources, by household income, 2021
    • Parents are more likely to consider recalls and awards
      • Figure 21: LEGO and Jeep partner to offer Wrangler build, 2021
      • Figure 22: Influential factors, by parental status, 2021
      • Figure 23: Influential sources, by parental status, 2021
    • Consumers’ varying backgrounds impact influential factors
      • Figure 24: Influential factors, by race and Hispanic origin, 2021
      • Figure 25: Influential sources, by race and Hispanic origin, 2021
  8. Impact of Advertisements

    • TV remains most impactful; streaming services and social media can help extend reach
      • Figure 26: Doctor Evil’s takeover of General Motors, 2022
      • Figure 27: Types of advertisements impacting perceptions, by generation, 2021
    • Parents are impacted by a variety of advertising types
      • Figure 28: Ford features family-friendly features of the Expedition, 2021
      • Figure 29: Ford digital ad highlights the Expedition as family-friendly, 2022
      • Figure 30: Types of advertisements, by parental status, 2021
    • Impact of ad types varies among multicultural consumers; TV remains most popular
      • Figure 31: Ford partners with Gabrielle Union to introduce the Maverick, 2021
      • Figure 32: GMC partners with LeBron James to introduce the Hummer, 2021
      • Figure 33: Acura targets Hispanic consumers in MDX commercial, 2021
      • Figure 34: Types of advertisements, by race and Hispanic origin, 2021
  9. Understanding Auto Brand Perceptions

    • Perceptions of auto brands vary by attribute; foreign brands perform well
      • Figure 35: Auto brand perceptions, 2021
      • Figure 36: Correspondence analysis – Symmetrical map – Auto brands – Brand perceptions, 2021
      • Figure 37: Nike and Roblox partner to create NIKELAND, 2021
    • Technology, quality could be a differentiator for auto brands amongst younger consumers
      • Figure 38: Perceptions of auto brands – Cutting-edge technology and high quality, by generation, 2021
    • Perceptions of safety, trust are differentiators amongst parents
      • Figure 39: Toyota highlights its safety technology, 2022
      • Figure 40: Subaru’s Ascent offers comfort and size, 2021
      • Figure 41: Perceptions of auto brands – Safe and trusted, by parental status, 2021
    • Affordability may be a differentiator amongst varying races
      • Figure 42: Nissan celebrates Hispanic Heritage Month, 2021
      • Figure 43: Perceptions of auto brands – Affordable, by race and Hispanic origin, 2021
  10. Social Impact of Auto Brands

    • Younger consumers look for auto brands to support a variety of causes
      • Figure 44: Subaru showcases car owners and their pets, 2021
      • Figure 45: Subaru highlights partnership with the National Forest Foundation, 2021
      • Figure 46: Important areas of support, by generation, 2021
    • Females expect more from auto brands
      • Figure 47: Nissan partners with Brie Larson to promote new vehicle offerings, 2021
      • Figure 48: Important areas of support, by gender, 2021
  11. Attitudes toward Auto Brands

    • Consumers are interested in elements of technology, particularly younger consumers
      • Figure 49: Attitudes toward auto brands – Add-on offerings, by generation, 2021
    • Consumers show interest in brand partnerships and products
      • Figure 50: Nissan creates the Z chair to reach consumers, 2022
      • Figure 51: Heron Preston and Mercedes partner to drive fashion, 2021
      • Figure 52: NFL provides commemorative Super Bowl tickets as NFTs, 2022
      • Figure 53: Attitudes toward auto brands, by gender, 2021
  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Consumer survey data
    • Consumer qualitative research
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
  13. Appendix – The Market

      • Figure 54: Total US unit sales of new vehicles, by manufacturer, by brand, 2016-21

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

Below is a sample report, understand what you are buying.

Click to show report

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Bell Logo - Mintel client
Boots Logo - Mintel Client
Kelloggs Logo - Mintel client
Samsung Logo - Mintel client
Nike Logo - Mintel client
Walgreens Logo - Mintel client

Want to speak to us directly?

Contact us on via phone or fill out a form with your enquiry.

Contact Us