Mercedes Benz, BMW and Audi Seen as Top Three Car Manufacturers in Terms of Overall Brand Quality By Europeans, According to New Harris Interactive Survey
LONDON AND ROCHESTER, N.Y. 鈥?13 September 2005 鈥?Harris Interactive庐 has conducted new research to understand the values that adult consumers from Great Britain, France, Germany, Italy and Spain associate with 21 major automobile brands ahead of the firm鈥檚 attendance at The 61st International Motor Show (IAA) Cars in Frankfurt, Germany.
Key findings from the study include:
In the five European markets surveyed overall, consumers regard Mercedes Benz (#1), BMW (#2) and Audi (#3) as the top three car manufacturers in terms of overall brand quality. Fourth on the list is Volvo, the only non-German brand to make it into the top five on the overall list, while Volkswagen takes the fifth spot overall.
Only two of the European markets surveyed have Japanese brands in their top five lists for overall brand quality (Lexus #3 in the UK and Toyota #5 in Italy).
Among the 21 automobile brands measured, Fiat is considered to be the worst brand for overall quality in the five European markets surveyed except in its home market, where Italians have only a poorer opinion of Skoda. Skoda is amongst the worst five brands across all five European markets, as is Hyundai. Citroen escapes this dubious distinction in France alone. In most countries the indigenous brands are rated more favourably. However, a notable exception is the United Kingdom, where Rover follows closely behind Fiat as the second worst brand in terms of overall quality.
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