All About Japan Autos

Following a year of recalls from Toyota, a Consumer Reports survey shows that car buyers are changing how they view the once highly-respected automaker.

Consumer reports explains that the “2011 Car Brand Perception Survey reveals how consumers rank car brands across seven purchase-influencing factors, such as safety, quality, and value,” and adds, “The next step is exploring what these consumers will buy.”

The New York Times says, “The survey was based on a nationwide telephone survey in December of 1,721 adults in homes where at least one vehicle was owned. Participants were asked to consider factors like environmental friendliness, safety, performance, quality, value, design/style and technology/innovation. But while perception might get consumers into showrooms, the magazine said it did not necessarily ‘directly represent the actual qualities of any brand’s vehicles.’”

The survey reveals two trends. The first is that while Honda and Toyota are still ranked numbers one and two in terms of brand loyalty, their support is waning. Support for Toyota has dropped due to a series of recalls last year, but some factors, like environmental consciousness, have helped Toyota hold a spot at the top. The “Japanese automaker, which sells the Prius hybrid, still held a significant lead over the competition for building environmentally friendly vehicles,” reports the Associated Press, “helping it hold onto the top overall score.”

The second is that consumers are more interested American automakers like Ford and Chevrolet than they were in 2010. The New York Times writes that, “Toyota received 147 points, a decline of 46 points over the last two years. Ford earned 144 points, an increase of 35 points over that same period. Despite Toyota’s three-point advantage over Ford, Consumer Reports called it a ‘statistical tie.’” In overall brand perception, Toyota and Ford are followed by Honda, who received 121 points and Chevrolet who received 102 points.

While the survey results correlate with the recent recalls, Consumer Reports reminds readers that the data shouldn’t deter you from buying a Toyota Camry, for example, if that’s what you really want. “It’s important to remember that consumer brand perceptions often reflect distortions of reality,” the organization says. “It pays to look beyond surface impressions and do your homework, especially in the areas that are most important to you.”

In the market for a new car? Check out the U.S. News rankings of this year’s best cars as well as this month’s best car deals. Also, be sure to check us out on Twitter.