Toyota, Ford, BMW, Mercedes and Lexus are Top-performing Automotive Brands

The well known marketing research firm, Phoenix Marketing International has recently reported findings that reveal consumer perceptions of automotive brands in the non-luxury and luxury categories, The study was held from July- September 2012 and covered over 5,600 consumers who have either recently bought a vehicle or in the process to get one. Key factors on which the study was held include unaided awareness, total advertising awareness (unaided and aided), as well as brand impression, purchase consideration, and recommendation. The study also provided analysis of open-ended brand association comments.

Phonenix finds that two companies that were neck to neck over the perceptions and purchase intentions of non-luxury automotive consumers are Ford and Toyota. While Toyota is a highly considered brand, it trails competitors in other metrics tracked in the study. Moreover, Phoenix's analysis depicts a connection between brand scores and open-ended brand association comments. For example, Ford received high marks for brand awareness and recommendation in addition to receiving comments that uniquely convey Ford’s identity in the minds of consumers.

As per Phoenix, the factor that lead consumers to consider Toyota and Ford over other brands is focused, active messaging strategy. Phoenix Senior Analyst Kevin Severance explains, “Toyota seems to have struck a balance between active messaging through frequent advertising and having created a resonant perception of quality that other brands haven’t quite achieved. Plus, they’ve done this despite past recalls that are still in the back of consumers’ minds. At the same time, Ford benefits both from its role in American automotive history and from consumers’ regard for the company for how it weathered economic downturn. Those perceptions coupled with active messaging campaigns that include a vibrant social media presence make for a very healthy brand.”

The Study also covered top brand's strategy for the attention of luxury vehicle consumers. Phoenix’s analysis of luxury brands reinforced the parallel between brand association and brand leading indicators like awareness, impression, and consideration. Each top-performing brand has incorporated its unique strengths into its communication strategy. As an example, BMW’s high scores for awareness, impression, and consideration are enhanced by the brand’s focus on performance messaging.

Phoenix Marketing will host a free webinar, “Top Ten Brand Performing Auto Brand Fall 2012” that discusses this report on November 8th at 2pm est.