ALG reports both Ford and Hyundai have seen substantial jumps in their respective perceived quality, with the Blue Oval enjoying a 37 percent jump since 2008. Hyundai, meanwhile, has seen its figures increase by 25 percent over the same five years. For industry watchers, the news should offer no real shock. Both manufacturers have been on a new-product warpath, offering models laden with fresh design, efficient drivetrain options and plenty of technology while steadily increasing quality. The increase has been enough to push Ford to fourth on the list of brands with the highest perceived quality with a score of 70.5. That score puts Ford just behind Subaru with a score of 71.1.
Ford and Hyundai may have had strong showings, but Honda has snagged top honors among mainstream brands with an 81.3 perceived quality score, followed by Toyota with 80.1. Lexus walked away with the highest rank among luxury brands, followed by Mercedes-Benz and BMW. Cadillac, Lincoln and Jaguar, meanwhile, all fell below the luxury
ALG's Perceived Quality Study surveys more than 3,000 U.S. consumers on a semi-annual basis.
Ford, Hyundai Show Long-Term Improvement in Perceived Quality
Honda, Lexus take top spot in ALG's annual measurement of perceived quality among consumers; Toyota's reputation continues to rebound
SANTA BARBARA, Calif. – Ford and Hyundai have had the highest level of improvement in perception of quality among all automakers during the last 5 years according to ALG, the industry benchmark for vehicle values. Since 2008, Ford's perception of quality has improved nearly 37%, while Hyundai's perception of quality has increased by 25% during that time period. The release of ALG's 2012 Perceived Quality Study (PQS) shows Ford ranking fourth, with Hyundai above the mainstream average.
Honda ranks highest among mainstream brands with a perceived quality score of 81.3, followed closely by Toyota, whose perception of quality continues to recover from its drop in 2010. Toyota showed the largest year-over-year perception improvement of any brand. Honda and Toyota continue to be the perception of quality standard bearers among mainstream brands, with Subaru ranking third.
Among luxury brands, Lexus is highest ranked for the second consecutive year, with a perceived quality score of 85.4. Three European brands – Mercedes-Benz, BMW and Porsche round out the top four.
"Changing the perception of quality is a long-term proposition," said Eric Lyman, ALG's Vice President of Residual Value Solutions. "Consumers recognize the product improvements made by Ford and Hyundai. Honda and Toyota are still widely recognized as being the quality leaders, but as more consumers increasingly consider brands like Subaru, Ford and Hyundai, that perception gap erodes."
Other brands showing significant year-over-year improvement include Fiat, Scion, Dodge and Kia.
"Kia and Dodge are great examples of perception improvement based on product and marketing," said Lyman. "Both brands have launched exciting new product and impactful messaging. While they both face significant history to overcome, consumers are beginning to recognize their improvement."
Now in its fifth year, ALG's Perceived Quality Study is a semi-annual consumer survey measuring the perceived quality of automotive brands. PQS reports the opinions of more than 3,000 U.S. consumers in order to gauge perceptions of mainstream and luxury brands. PQS is one of the metrics ALG examines in calculating our industry benchmark residual values, helping companies and consumers understand the future value of their vehicles.
The complete list with scores and details is available here.
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