Brand perception now plays a vital role in new vehicle sales growth and used vehicle value retention. Honda and Mercedes-Benz deliver the highest quality vehicles, according to ALG’s Brand Perception of Quality (BPQ) study. Honda had the highest Mainstream brand ratings, followed by Toyota and Volkswagen. Mercedes-Benz led Premium brands, followed by Lexus and BMW. European automakers took six of the top seven Mainstream brands.
Japanese Automakers Took Three of Top Four Mainstream Brands:
Domestic brands GMC, Ford, and Buick finished next in the top Mainstream brands.
Brand Perception Directly Impacts How Quickly Vehicles Will Depreciate:
Consumers may lack experience with brand and need to consider how perceived in marketplace.
Volkswagen and Subaru Saw Lifts with College-Educated Respondents:
Jeep leaps into top three brands for Millennials, who value authenticity.