Toyota Brand Retains Consumer Reports Brand Ranking

Odd news from the spring Consumer Report brand ranking issue with Toyota remaining the #3. In light of the numerous recalls and Toyota of North America's Jim Lentz appearing before the House investigation committee to attempt to explain that the acceleration problem expressed in multiple models had more to do with floor mats and gas pedals. Perhaps it is true that media overshare has created more hype than necessary for Toyota.

Although Toyota did retain their overall ranking, Consumer Report's did end up dropping a couple of their models following the recall and ultimately the suspension of several models at the end of January. The top ranking brand, Honda, was again voted number 1, but this year didn't have any models in the Top Picks. The Top Picks are made up of the approximately 280 vehicles that make up the universe of opportunities that result, or should result in the overall brand ranking. The rankings are based on performance, comfort, utility and reliability.  The Nissan Altima replaced the Honda Accord as the Top Pick for Family Sedan.

Subaru tied for first place with Honda/Acura.

In a surprise move up, that solidifies the "smart" factor of Hyundai, that brand, coupled with sister brand Kia, moved up from 9th position to number four. Hyundai is the only brand that ended 2009 with increased sales increases over 2008. The brand did very well during Cash for Clunkers last July and August, and has fared very well with double digit sales increases for multiple months in 2009. The Genesis model, which is not branded with the Hyundai logo, continues to have positive water cooler talk, as the brand continues to fight their economy brand stigma.

So where are the domestics? Yup, you guessed it, at the bottom of the list. Ford, another brand that has performed very smartly over the last year, including locking out top sales spots within Cash for Clunkers sales, even though they had the most traded in "clunker," came in in 11th position in the report. General Motors and Chrysler occupied the two bottom spots, even the Chevrolet Silverado and Traverse entering the Top Picks list.

My overall opinion of this report is that with most other information from Consumer Reports is really not that valuable anymore. Although I absolutely agree Toyota's brand should not lose the credibility that is has earned over the years, based on media overshare. Hyundai is the brand to watch, especially with their new luxury Equus coming out to give the Mercedes S-Class a run for its money. It is important to see smart things coming out of the domestics with Ford's solid moves over 2009 that will continue to strengthen that brand. General Motors will continue to grow and come back strong.

Source: New York Times "Wheels" Blog, February 23, 2010 http://tinyurl.com/nytconsumer