Each year there are several surveys of Vehicle Satisfaction in the United States marketplace. Two of the most respected are from Consumer Reports, the widely read consumer buyer guide and automotive-specialist research company AutoPacific. Consumer Reports results were released on December 22, 2016. AutoPacific’s Vehicle Satisfaction results were released on June 1, 2016.
The results are similar in some ways. The differences between AutoPacific’s “Future Consideration” results and Consumer Reports “Would Buy Again” results can be dramatic. AutoPacific’s “Future Consideration” measures owner loyalty. That is what percentage of the brand’s present owners would consider the brand again? AutoPacific also assumes vehicle buyers may be considering more than one brand in the future. This makes the percentage of consumers considering any one brand usually higher than the more definite “will buy” results from Consumer Reports.
Tesla is tops in all three measurements from Consumer Reports and AutoPacific. Then the comparisons diverge dramatically. In AutoPacific’s consideration results, popular domestic brands Ford (4) and Chevrolet (6) are in the top ten. In CR’s “will buy again” results Chevrolet is 9th and Ford is 15th separated by one percentage point. Second ranked in CR’s results, Porsche is 8th in AutoPacific’s consideration. Cadillac is second in AutoPacific’s consideration results but 22nd in CR’s rankings.
An interesting result in AutoPacific’s two measurements is that Ford and Chevrolet are very strongly considered while scoring below the industry average in their vehicle satisfaction scores. This is testament to the strength of their brand image.
So how can consumers use these divergent messages? Compare the brands at the top and the bottom of the list and see where there are similarities. In both Consumer Reports and AutoPacific results, Fiat is at the bottom. Ram, Fiat Chrysler’s truck-only brand has OK results from CR, but is on the bottom of the AutoPacific future consideration results. Hot-selling Jeep is towards the bottom in all the measurements. Should the buyer consider buying a Jeep a risk if owners are hesitant to buy another one? Would a new Jeep get lower satisfaction scores? Infiniti gets a pretty good satisfaction score from AutoPacific, but both CR “will buy” and AutoPacific consideration scores are very low. Something is going on there.
For each brand there is a story. Data compiled by organizations like Consumer Reports and AutoPacific can go a long way in helping consumers fine tune their consideration set when they are in the market for a new car or light truck.
Every April, Consumer Reports publishes its Annual Auto Issue. This is the most widely read issue of Consumer Reports by far. There is information not only on new cars and trucks, but also on cars that have been in operation for years. VehicleVoice survey research and AutoPacific survey and focus group research concludes that Consumer Reports can have a significant impact on what cars and trucks an American driver may select. When asked what information sources a person uses when deciding what car to look at, Consumer Reports is often the first source mentioned.
Consumer Reports has gone beyond simply reporting the results of the surveys of its subscribers. Now they weigh in editorially and even select a Top Ten. But those vehicles are those discussed in Consumer Reports’ press releases. When you delve deeper into the April 2006 issue itself, there are many more vehicles worthy of attention. But, first for the Top Ten, as determined by Consumer Reports:
Best Sedan Less Than $20,000: Honda Civic
Best Sedan $20,000 to $30,000: Honda Accord
Best Sedan $30,000 to $40,000: Acura TL
Best Luxury Sedan: Infiniti M35
Best SUV Less Than $30,000: Subaru Forester
Best SUV More Than $30,000: Toyota Highlander Hybrid
Best Pickup Truck: Honda Ridgeline
Best Minivan: Honda Odyssey
Best Green Car: Toyota Prius
Most Fun to Drive: Subaru Impreza WRX-STi
Yes, you are right. There are no American cars or trucks in the list. There are no European cars in the list. There are no Korean cars in the list. Japanese brands swept the 2006 Consumer Reports Top Ten. And of those Japanese brands, Honda (including Acura) got five of the Top Ten positions. This is the first time that Japanese brand vehicles have swept these awards.
There is consolation, of course, that the Hondas are at least assembled in the USA.
Technorati Tags: AutoPacific, Consumer Reports, VehicleVoice, Honda
Even as the drapes were pulled off new Hybrid models at the Los Angeles and Detroit Auto Show events in the first weeks of January 2006, firefighters across the country are just beginning to understand that traffic accident rescue methods need to be adjusted when dealing with Hybrid technology. In addition to other rescue-related risks, hybrids add electrocution to the risk-mix.
Manufacturers of hybrid vehicles, including Toyota, Honda, Ford and others, all incorporate the same basic components in their cars and trucks: a gas tank, an electrical generator, a high-voltage battery, and for safety purposes, air bags. Early electric vehicles ran a minor risk of battery explosion, but new Hybrids typically do not. The real risk relates to electricity itself. Hybrid batteries deliver up to 650 volts, enough to kill a human being. In addition, should the couplings for batteries become severed, free-flowing electricity can ignite leaking fuel or other combustibles, just as might occur if an electrical wire were to fall during a storm or other accident.