Car Owners Survey in Germany - Brand Image/Customer Satisfaction
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CL Community Team
Joined: Oct 2002
Posts: 30,281
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From: Canada
Car Owners Survey in Germany - Brand Image/Customer Satisfaction
This list was recently printed in Automobile magazine. It is a survey of German car owners by the ADAC, which is the equivalent of the AAA.
Brand Image Ranking:
1. Mercedes-Benz
2. BMW
3. Audi
4. VW
5. Porsche
6. Volvo
7. Opel
8. Jaguar
9. Renault
10. Toyota
11. Ford
12. Alfa-Romeo
13. Peugeot
14. Mazda
15. Skoda
16. Smart
17. Saab
18. Citroën
19. Honda
20. Chrysler
21. Nissan
22. Mitsubishi
23. Fiat
24. Seat
25. Land Rover
26. Hyundai
27. Kia
28. Daewoo
29. Lancia
30. MG-Rover
31. Subaru
32. Daihatsu
33. Suzuki
Customer Satisfaction:
1. Toyota
2. Subaru
3. Honda
4. Mazda
5. Nissan
6. Mitsubishi
7. Suzuki
8. Porsche
9. Saab
10. Hyundai
11. BMW
12. Daihatsu
13. Volvo
14. Jaguar
15. Citroën
16. Kia
17. Skoda
18. Lancia
19. Daewoo
20. Peugeot
21. Ford
22. Seat
23. Renault
24. Alfa-Romeo
25. MG-Rover
26. Audi
27. Opel
28. Chrysler
29. Smart
30. Fiat
31. VW
32. Mercedes-Benz
33. Land Rover
Brand Image Ranking:
1. Mercedes-Benz
2. BMW
3. Audi
4. VW
5. Porsche
6. Volvo
7. Opel
8. Jaguar
9. Renault
10. Toyota
11. Ford
12. Alfa-Romeo
13. Peugeot
14. Mazda
15. Skoda
16. Smart
17. Saab
18. Citroën
19. Honda
20. Chrysler
21. Nissan
22. Mitsubishi
23. Fiat
24. Seat
25. Land Rover
26. Hyundai
27. Kia
28. Daewoo
29. Lancia
30. MG-Rover
31. Subaru
32. Daihatsu
33. Suzuki
Customer Satisfaction:
1. Toyota
2. Subaru
3. Honda
4. Mazda
5. Nissan
6. Mitsubishi
7. Suzuki
8. Porsche
9. Saab
10. Hyundai
11. BMW
12. Daihatsu
13. Volvo
14. Jaguar
15. Citroën
16. Kia
17. Skoda
18. Lancia
19. Daewoo
20. Peugeot
21. Ford
22. Seat
23. Renault
24. Alfa-Romeo
25. MG-Rover
26. Audi
27. Opel
28. Chrysler
29. Smart
30. Fiat
31. VW
32. Mercedes-Benz
33. Land Rover
Lexus Fanatic
Joined: Aug 2002
Posts: 5,813
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From: The Bay Area, CA, USA
It's amazing how far people are willing to suffer such poor satisfaction with their cars in order to gain that top image. Look at MB, still managing a shining image even with a rock bottom customer satisfaction. Unfreakingbelievable.
On the opposite side is the poor Subaru. Ranking a 2nd place doesn't seem help its 3rd-to-last image a bit. Oh well...
On the opposite side is the poor Subaru. Ranking a 2nd place doesn't seem help its 3rd-to-last image a bit. Oh well...
Pole Position
Joined: Mar 2003
Posts: 346
Likes: 0
From: California
MB got the highest rank in image and second to last in satisfaction
its just sad.......it makes the whole MB brand seems shallow and skin deep
I guess their owner retention percentage won't be too good either.
its just sad.......it makes the whole MB brand seems shallow and skin deep
I guess their owner retention percentage won't be too good either.
Lexus Fanatic
Joined: Oct 2003
Posts: 94,571
Likes: 265
From: Virginia/D.C. suburbs
No real surprises here, with the possible exception of Saturn not being high on the satisfaction list....one of their traditions. Maybe they don't sell much in Europe. Anyhow both myself and most of you CL members who follow the auto market....guys like 1SICK, Amethy, Jet864, Flipside, etc.... could have pretty much written this list in our sleep.
Flip, you nit the nail on the head.....something I've been saying for years. Image is nonsense. In most cases, what matters is quality, satisfaction, value, practicality, and good service.
Flip, you nit the nail on the head.....something I've been saying for years. Image is nonsense. In most cases, what matters is quality, satisfaction, value, practicality, and good service.
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Thread Starter
CL Community Team
Joined: Oct 2002
Posts: 30,281
Likes: 362
From: Canada
Originally Posted by mmarshall
. . . Image is nonsense. In most cases, what matters is quality, satisfaction, value, practicality, and good service.
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Lexus Fanatic
Joined: Aug 2002
Posts: 5,813
Likes: 1
From: The Bay Area, CA, USA
Originally Posted by AmethySC
I agree it's nonsense, but still it does matter to a lot of people as this shows, & it's no surprise the top 5 ranked in image are all German brands
Lexus Test Driver
Joined: Feb 2003
Posts: 1,384
Likes: 0
From: 808
Originally Posted by XeroK00L
It's amazing how far people are willing to suffer such poor satisfaction with their cars in order to gain that top image. Look at MB, still managing a shining image even with a rock bottom customer satisfaction. Unfreakingbelievable.
Lexus Champion
Joined: Apr 2002
Posts: 3,746
Likes: 1
From: Glued to my desk.
Originally Posted by XeroK00L
I'm quite surprised that VW's image was ranked higher than Porsche. Did Phaeton help?
Both the Phaetons that were sold last year pushed their image past Porsche.
(j/k. I don't know how many they sold. I just know they didn't sell many. *coughflopcouch*)
Originally Posted by TRD-bB
MB got the highest rank in image and second to last in satisfaction
its just sad.......it makes the whole MB brand seems shallow and skin deep
its just sad.......it makes the whole MB brand seems shallow and skin deep
Lead Lap
Joined: Sep 2004
Posts: 661
Likes: 0
From: VA
Originally Posted by mmarshall
No real surprises here, with the possible exception of Saturn not being high on the satisfaction list....one of their traditions. Maybe they don't sell much in Europe. .
As long as the satisfaction is good enough, the image and sales will stay pretty much the same in the short term.
Lexus Fanatic
Joined: Oct 2003
Posts: 94,571
Likes: 265
From: Virginia/D.C. suburbs
Originally Posted by IsraelRX
VW has a better brand image than Porsche???? 