Consumer Reports released the results of its annual Car-Brand Perception Survey, and while Toyota topped the list once again, there were some surprising changes. The gap between the top four brands is shrinking and smaller companies seem to be reaping the benefits of changes in perception of larger manufacturers.
Toyota led the way in terms of brand perception but it did suffer a bit. While the company may have dropped in favorability in a few key categories, one place it did not suffer was quality. The publication found that Toyota's quality rating stayed at 19 percent – its same level as in 2011 – while competitors such as Honda dropped from 25 to 19 percent, and Ford dipped to 19 percent from 23 percent.
Another area where Toyota performed well was in its perceived friendliness to the environment. Though it dropped eight points from 2011 to 38 percent in 2012, it still placed well above other brands thanks in large part to the popularity of the hybrid Prius.
The dip in brand perception, which affected other manufacturers including Honda, Ford and Chevrolet, seems to be a result of an overall shift in attitude in the auto industry.
"Dramatic events in the automotive industry seem to be affecting how consumers view auto brands," the report states. "Erratic gasoline prices and a struggling economy have pushed consumers to prize low operating costs and good reliability."
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