Brands: Auto Brand Ratings in Survey of Affluent Mirror the Quality Ratings of Other Research Studies

Automotive Guide Auto Brand Ratings in Survey of Affluent Mirror the Quality Ratings of Other Research Studies

By: Ron Kurtz

Automotive Guide

In a recently completed survey among the wealthiest 10% of U.S. households, the affluent said they favored the Japanese auto brands over the German brands, with the American brands coming in a distant third.

Studies of customer satisfaction and problems among new car buyers by the J.D. Power and Associates research company have shown the Japanese auto manufacturers beating their German and American counterparts in recent years.

The respondents to this survey were asked to give their overall opinion of American auto brands (GM, Ford, Chrysler), Japanese auto brands (Honda, Toyota, Nissan, etc.), and German auto brands (Mercedes, BMW, Audi, etc.).

The respondents could give a favorable, neutral, or negative rating. The ratings were indexed, with 200 being the maximum (a favorable rating from all respondents) and 0 being the lowest (a negative rating from all respondents). An index of 100 is a neutral rating.

The overall index of the American auto brands was a negative 85, as compared to a positive rating of 162 for the Japanese brands and 145 for the German auto brands. While 36% of the sample rated the U.S. brands negatively, the two other auto brand groups received a negative rating from only 6% (Japanese) and 9% (German) of the sample. Their total index ratings tended to be held down by neutral ratings (especially for the German brands) which may have indicated a lack of familiarity.

The 474 participants in this national random survey have an average income of $339, 400 and an average $2.7 million net worth. Their average age is 52. They are representative of the 11.2 million households that earn nearly 40% of the total income of all Americans, own 65% of the personal assets of all U.S. households, and hold 85% of the value of all publicly traded stocks and mutual funds in the U.S.

These surveys track how the affluent assess current business conditions and their 12-month outlook for the economy, the stock market, personal household income, and their spending plans for a number of different products and services. Highlights of the survey report can be found on the AARC website, www.affluenceresearch.org.

The complete 28-page report containing 25 tables may be ordered at info@affluenceresearch.org. Contact Ron Kurtz at 305-933-4887.

Ron Kurtz is a principal of The American Affluence Research Center and The Management Resource Group. Both companies provide marketing research and strategic planning services to prominent clients in the travel and hospitality industries, especially those targeting the affluent market.

Prior to founding MRG in 1989, Ron’s experience included over 20 years in senior management positions in the airline, hotel, and tour business. As the founding President of Sea Goddess Cruises, he created the product category of small deluxe ships for the very affluent. He also served as the chief marketing officer of four cruise lines, including Norwegian Cruise Line and Windstar Cruises.

Ron has been a key contributor to 6 start ups and 11 turnarounds of substantial businesses. He earned his MBA at Harvard Business School.

For further information: http://www.affluenceresearch.org and http://www.mrgconsultants.com.

Automotive Guide Tag : Brands   Branding   Automobiles

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