Overall Brand Perception
| Toyota | 196 | Hummer | 11 |
| Ford | 141 | Saab | 13 |
| Honda | 135 | Mercury | 13 |
| Chevrolet | 124 | Mazda | 13 |
| Volvo | 92 | Suzuki | 19 |
| Mercedes-Benz | 92 | Infiniti | 19 |
| BMW | 90 | Jeep | 22 |
| Cadillac | 87 | Lincoln | 26 |
| Subaru | 81 | Kia | 27 |
| Lexus | 80 | Mitsubishi | 28 |
As we analyzed the results from this year's survey, we have found that marketing and news coverage can be important influences, shaping brand perception over time. Conversely, the brands that can clearly deliver on core purchase factors will make lasting impressions.
In contrast to brands that have a strong image in only one area, such as Volvo with safety, the brands that see the greatest success are those that excel in multiple areas, such as Toyota, Ford, Honda, and Chevrolet.
For consumers, it's important to remember that brand perception often reflects distortions of reality, as is discussed in the following sections. It pays to look beyond your impressions and do your homework, especially in the areas that are most important to you.
ConsumerReports.org has a variety of tools that can help you to quickly and efficiently narrow down a wish list, based on real-world test results, reliability data, owner costs, and other ratings. In addition, we have recently expanded our premium offerings to include Cars Best Deals Plus, which provides the Bottom Line Price to help you get the best deal, full test-track reports from our engineers, and detailed reliability findings, so you can see what types of specific problems owners are experiencing.
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