Clients avoid the brand names with unsure future

Posted on Wednesday, 16 December 2009 , 14:12:54 byEmil

Filed under car-salesimportbrandfutureavoidstylingNoneAmerican

Clients avoid the brand names with unsure future

The recession result is that 1 in 5 new vehicle clients are avoiding at the moment particular brand names due to the unsure future of the firms. If the top 3 reasons remain the same from last year – price, styling and the perceived reliability -, then the brand’s future concern is new. JD Power thinks, the most affected US brand names are Chrysler, Saturn, HUMMER, Dodge and Pontiac.

Kerri Wise, automotive research director at JD Power affirmed 'New-vehicle buyers want to know that if anything goes wrong with their vehicle in a year or two that the manufacturer will be there to back up their product'.

'While Chrysler and GM struggled to gain the confidence of some consumers, Ford actually made strides in improving perceptions of its products and reducing year-over-year avoidance in the critical areas of quality and reliability'.

In the conception of the client, a brand having an unsure future is equal with less reliability, bad quality and fast depreciation. 'For some American manufacturers, quality and reliability performance in the past has led to a poor perception among consumers and, ultimately, to overall avoidance of those brands' affirmed Wise. 'These perceptions are slow to change among consumers, so domestic brands must continue to focus on quality improvement and make sure their efforts are communicated to consumers'.

Some other aspect that's very important here is that US citizens preferred US made vehicles, avoiding imports. 'For some American manufacturers, quality and reliability performance in the past has led to a poor perception among consumers and, ultimately, to overall avoidance of those brands' stated Wise. 'These perceptions are slow to change among consumers, so domestic brands must continue to focus on quality improvement and make sure their efforts are communicated to consumers'.