Brand Origin Continues to Play Critical Role by Large Pickup Buyers
11-30-06, 10:48 AM
#1
Super Moderator
Thread Starter
Brand Origin Continues to Play Critical Role by Large Pickup Buyers
J.D. Power and Associates Reports: Brand Origin Continues to Play a Critical Role in Vehicle Consideration by Large Pickup Truck Buyers
WESTLAKE VILLAGE, CA USA 05/27/2005
Vehicle Styling Is the Top Reason Consumers Avoid Consideration of Some
Models
WESTLAKE VILLAGE, Calif., Nov. 30 /PRNewswire/ -- Although the large
pickup truck segment encompasses both domestic and import brands, vehicle
brand origin continues to be a top reason new-vehicle buyers avoid certain
large truck models, according to the J.D. Power and Associates 2006 Avoider
Study(SM) released today.
The study, which examines the reasons consumers fail to consider
particular models when shopping for a new vehicle, finds that nearly
one-half (48%) of buyers of domestic-branded large pickup trucks avoid
import models within the segment because they specifically do not want an
import-branded truck. Conversely, 33 percent of import buyers report the
same with regard to domestic large pickups. Domestic-branded truck buyers
also report avoiding large pickup trucks from import brands primarily
because they did not like the look or design (33%), and also believed the
pickup was not rugged enough (20%).
However, very few buyers of domestic large pickup trucks question the
reliability of the two import brands, with only 5 percent avoiding models
for this reason. Conversely, reliability is one of the top reasons import
large pickup buyers avoid a domestic brand, with 25 percent avoiding
domestic models based on reliability concerns. The perception of poor
reliability as a reason for avoidance can also have a long-term impact on a
brand or model. For example, buyers may avoid a brand or model today due to
reliability issues that occurred several years ago.
"With the fully redesigned Toyota Tundra, Chevrolet Silverado and GMC
Sierra being launched for the 2007 model year, the large pickup truck
segment is steadily being refreshed and diversified," said Steve Witten,
executive director of marketing research at J.D. Power and Associates.
"Making updates and improvements to vehicles can be critical in addressing
buyer concerns, especially among buyers who shy away from models because
of styling or reliability based on brand origin perceptions. These
enhancements can go a long way toward improving buyer confidence and
changing opinions.
The study also finds that across all vehicle segments, styling
continues to be the top reason buyers avoid considering some models, with
nearly 50 percent of all avoiders indicating that the look/design of the
model was a reason for avoidance. Styling typically determines the buyer's
first impression of a model, and if a buyer dislikes the styling, they
generally will not pursue that model any further. Vehicle styling,
reliability and high cost, respectively, represent the top three product
reasons for avoidance.
WESTLAKE VILLAGE, CA USA 05/27/2005
Vehicle Styling Is the Top Reason Consumers Avoid Consideration of Some
Models
WESTLAKE VILLAGE, Calif., Nov. 30 /PRNewswire/ -- Although the large
pickup truck segment encompasses both domestic and import brands, vehicle
brand origin continues to be a top reason new-vehicle buyers avoid certain
large truck models, according to the J.D. Power and Associates 2006 Avoider
Study(SM) released today.
The study, which examines the reasons consumers fail to consider
particular models when shopping for a new vehicle, finds that nearly
one-half (48%) of buyers of domestic-branded large pickup trucks avoid
import models within the segment because they specifically do not want an
import-branded truck. Conversely, 33 percent of import buyers report the
same with regard to domestic large pickups. Domestic-branded truck buyers
also report avoiding large pickup trucks from import brands primarily
because they did not like the look or design (33%), and also believed the
pickup was not rugged enough (20%).
However, very few buyers of domestic large pickup trucks question the
reliability of the two import brands, with only 5 percent avoiding models
for this reason. Conversely, reliability is one of the top reasons import
large pickup buyers avoid a domestic brand, with 25 percent avoiding
domestic models based on reliability concerns. The perception of poor
reliability as a reason for avoidance can also have a long-term impact on a
brand or model. For example, buyers may avoid a brand or model today due to
reliability issues that occurred several years ago.
"With the fully redesigned Toyota Tundra, Chevrolet Silverado and GMC
Sierra being launched for the 2007 model year, the large pickup truck
segment is steadily being refreshed and diversified," said Steve Witten,
executive director of marketing research at J.D. Power and Associates.
"Making updates and improvements to vehicles can be critical in addressing
buyer concerns, especially among buyers who shy away from models because
of styling or reliability based on brand origin perceptions. These
enhancements can go a long way toward improving buyer confidence and
changing opinions.
The study also finds that across all vehicle segments, styling
continues to be the top reason buyers avoid considering some models, with
nearly 50 percent of all avoiders indicating that the look/design of the
model was a reason for avoidance. Styling typically determines the buyer's
first impression of a model, and if a buyer dislikes the styling, they
generally will not pursue that model any further. Vehicle styling,
reliability and high cost, respectively, represent the top three product
reasons for avoidance.
Code:
Top 10 Reasons for Avoiding a Vehicle
1. Styling (45%) 6. Too small (14%)
2. Reliability (23%) 7. Poor gas mileage (12%)
3. Costs too much (20%) 8. Not comfortable enough (11%)
4. Resale value (16%) 9. Lacked performance (10%)
5. Poor quality (15%) 10. Lacked options/features (9%)
The 2006 Avoider Study is based on responses from more than 39,000
owners who registered a new vehicle in May 2006.
11-30-06, 12:24 PM
#2
Lexus Champion
Very interesting stats though I'm not surprised at all by pickup truck buyers being very often domestic loyalists.
The percentage who say they stick to import trucks surprises me - I thought it'd be lower unless they mean 33% said they strongly considered an import because of reliability but not that they actually avoided domestics altogether for that reason.
Japanese trucks just don't compete well, IMO, in the full sized arena
Sorry but the Titan is an absolute POS relative to the competition from GM and Ford. Relatively unreliable, weak rear differential, cheap interior, and questionable frame design (fully boxed or not).
The Tundra was impressive for its time as a truck for the typical homeowner, but it has never been rugged enough to stand up to the abuse trucks tend to take on construction sites, farms, etc... wasn't really a true full size, either, and has always been well behind the curve on power. Plus these days it's pretty outdated and badly in need of the upcoming redesign.
Now the compact trucks are definitely better relatively speaking. The Taco is a seriously competitive truck even if it's price a bit high. Ford's ranger is laughable, and GM's largely isuzu-designed compact trio needed a complete redesign, except for the powertrain, from the first day it was released, not to mention now.
I'm very surprised that only 16% of people listed resale value as a qualification for avoiding a truck, because I sure as heck know the other 84% aren't going to drive it until the wheels fall off. They'll probably sell it on average within 3 years... so depreciation should be a huge factor.
The percentage who say they stick to import trucks surprises me - I thought it'd be lower unless they mean 33% said they strongly considered an import because of reliability but not that they actually avoided domestics altogether for that reason.
Japanese trucks just don't compete well, IMO, in the full sized arena
Sorry but the Titan is an absolute POS relative to the competition from GM and Ford. Relatively unreliable, weak rear differential, cheap interior, and questionable frame design (fully boxed or not).
The Tundra was impressive for its time as a truck for the typical homeowner, but it has never been rugged enough to stand up to the abuse trucks tend to take on construction sites, farms, etc... wasn't really a true full size, either, and has always been well behind the curve on power. Plus these days it's pretty outdated and badly in need of the upcoming redesign.
Now the compact trucks are definitely better relatively speaking. The Taco is a seriously competitive truck even if it's price a bit high. Ford's ranger is laughable, and GM's largely isuzu-designed compact trio needed a complete redesign, except for the powertrain, from the first day it was released, not to mention now.
I'm very surprised that only 16% of people listed resale value as a qualification for avoiding a truck, because I sure as heck know the other 84% aren't going to drive it until the wheels fall off. They'll probably sell it on average within 3 years... so depreciation should be a huge factor.
11-30-06, 12:31 PM
#3
Super Moderator
Thread Starter
I'm very surprised that only 16% of people listed resale value as a qualification for avoiding a truck, because I sure as heck know the other 84% aren't going to drive it until the wheels fall off. They'll probably sell it on average within 3 years... so depreciation should be a huge factor.
The study also finds that across all vehicle segments, styling
continues to be the top reason buyers avoid considering some models, with
nearly 50 percent of all avoiders indicating that the look/design of the
model was a reason for avoidance. Styling typically determines the buyer's
first impression of a model, and if a buyer dislikes the styling, they
generally will not pursue that model any further. Vehicle styling,
reliability and high cost, respectively, represent the top three product
reasons for avoidance.
continues to be the top reason buyers avoid considering some models, with
nearly 50 percent of all avoiders indicating that the look/design of the
model was a reason for avoidance. Styling typically determines the buyer's
first impression of a model, and if a buyer dislikes the styling, they
generally will not pursue that model any further. Vehicle styling,
reliability and high cost, respectively, represent the top three product
reasons for avoidance.
Code:
Top 10 Reasons for Avoiding a Vehicle
1. Styling (45%) 6. Too small (14%)
2. Reliability (23%) 7. Poor gas mileage (12%)
3. Costs too much (20%) 8. Not comfortable enough (11%)
4. Resale value (16%) 9. Lacked performance (10%)
5. Poor quality (15%) 10. Lacked options/features (9%)
The 2006 Avoider Study is based on responses from more than 39,000
owners who registered a new vehicle in May 2006.
11-30-06, 12:35 PM
#4
Lexus Champion
It amazes me how many people are ignorant to the true cost of owning a vehicle and tend to only look at the price tag to see if it's an 'affordable' purchase.
11-30-06, 12:37 PM
#5
Super Moderator
In Mexico, selling any large pickup truck is rather difficult due to higher prices down here. This is a reason so many import and nationalize old small-sized pickup trucks (practically all most need down here), but everytime I talk to some of my Toyota friends down here they admit it is a rather difficult sell, but that also goes for the domestics. The Hilux model is still too pricey here.
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