Survey Indicates Ford Benefits From Troubles Of Others And Not Taking Bailout
- June 17, 2009
- Buick, Cadillac, Chevrolet, Chrysler, More Categories...
- Posted by George Peterson
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Public Responds Positively to Ford’s Actions, but Some Still Have Reservations
TUSTIN, Calif. (June 17, 2009) — American consumers’ opinions about Ford Motor Company have been positively influenced by the company’s decision not to accept government bailout funds, and by the bankruptcy filings of rivals General Motors and Chrysler. Automotive research and analysis firm AutoPacfic conducted an online survey of more than 900 U.S. consumers regarding their purchase intent and opinions of individual car companies. Highlights include:
* Asian and European manufacturers scored highest when the survey asked “How concerned are you about buying/leasing a vehicle from” a particular maker, with an average of 61% “Not concerned at all.” Ford scored 48%, far ahead of GM’s 15% and Chrysler’s 14%.
* Ford matched or scored higher than its Asian and European competitors to the question “How likely are you to buy/lease a new car” from a specific manufacturer:
o Toyota — 43% Likely/Very Likely
o Ford — 43% Likely/Very Likely
o Honda — 41% Likely/Very Likely
o Volkswagen — 33% Likely/Very Likely
o Hyundai — 22% Likely/Very Likely
o General Motors — 15% Likely/Very Likely
o Chrysler — 7% Likely/Very Likely
* Skepticism was also revealed:
o 39% Agreed/Completely Agreed that Ford Motor company was simply lucky to have “cleaned house” before the economic downturn
o 39% Agreed/Completely Agreed that Ford has yet to prove it won’t ask for a bailout in the future
“Ford’s restructuring, which started months before the current economic downturn, has clearly helped position it more closely with its Asian and European rivals than its domestic competitors, in terms of public perception,” said George Peterson, president of Tustin, CA-based AutoPacific. “Some don’t think Ford is out of the woods but, overall, consumers view Ford quite favorably verses their cross-town rivals and on par or better than most imports. All brands will be significantly challenged if the downturn continues into 2010.”
AutoPacific is a future-oriented automotive marketing research and product-consulting firm. Every year AutoPacific publishes a wide variety of syndicated studies on the automotive industry. The firm, founded in 1986, also conducts extensive proprietary research and consulting for auto manufacturers, distributors, marketers and suppliers worldwide. Company headquarters and its state-of-the-art automotive research facility are in Tustin, California, with an affiliate office in the Detroit area. Additional information can be found on AutoPacific’s websites: http://www.autopacific.com and http:/.vehiclevoice.com.