Many American college students think Lexus is an American car company . . .
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Many American college students think Lexus is an American car company . . .
U.S. students unclear about auto origins
May 27, 2007
Many American college students think Lexus is an American car company and most of them think Hyundai is a Japanese company.
So says a survey of brand identification of tech products and auto companies of 1,000 students conducted by Anderson Analytics. While 37% correctly answered that Lexus, the upscale brand of Toyota, was Japanese, 33% thought it was an American brand. More than half -- 55% -- thought Hyundai was a Japanese company. Only a quarter correctly identified it as a Korean automaker.
College students had the same ignorance about three Europe-based automakers. Most thought Britain-based Land Rover was American, though that could be excused because it has an American parent in Ford. Sweden-based Saab and Volvo also have American parents, but that doesn't explain why most students thought they were based in Germany.
May 27, 2007
Many American college students think Lexus is an American car company and most of them think Hyundai is a Japanese company.
So says a survey of brand identification of tech products and auto companies of 1,000 students conducted by Anderson Analytics. While 37% correctly answered that Lexus, the upscale brand of Toyota, was Japanese, 33% thought it was an American brand. More than half -- 55% -- thought Hyundai was a Japanese company. Only a quarter correctly identified it as a Korean automaker.
College students had the same ignorance about three Europe-based automakers. Most thought Britain-based Land Rover was American, though that could be excused because it has an American parent in Ford. Sweden-based Saab and Volvo also have American parents, but that doesn't explain why most students thought they were based in Germany.
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In many respects Lexus is an American car company. The brand was launched in the US, the original LS was designed for American tastes, there's even an American design studio. The US is the brand's biggest market. Most of the cars just happen to be built in Japan.
well i had no idea about the phone brand thing, i guess its cause i dont really care and i guess the same can be said for the people not knowing about cars, i have a cell phone but i dont know or care where it was made or came from
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Well, it kinda sorta is. Most of the Lexus models are badged as Toyotas in Japan (Windom, Celsior, etc etc). It was also launched in the US back around 1989, and it embodies many American tastes.
Not everyone's into cars. Even mild car enthusaists are surprised when I tell them the RX is assembled in Canada, the X5 in SC, and the ML in AL. I'll always remember the time when someone climbed into the new Merc ML350 at the auto show, and remarked to his wife "Wow this is really good quality, the Americans just can't seem to build their cars this well". I made the remark "You know this is made in Alabama right?" (Dead silence for about 10 seconds) Then he pats the dashboard and says "Really? Um yea. Uh, built real solid though." LOL
Not everyone's into cars. Even mild car enthusaists are surprised when I tell them the RX is assembled in Canada, the X5 in SC, and the ML in AL. I'll always remember the time when someone climbed into the new Merc ML350 at the auto show, and remarked to his wife "Wow this is really good quality, the Americans just can't seem to build their cars this well". I made the remark "You know this is made in Alabama right?" (Dead silence for about 10 seconds) Then he pats the dashboard and says "Really? Um yea. Uh, built real solid though." LOL
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Well, it kinda sorta is. Most of the Lexus models are badged as Toyotas in Japan (Windom, Celsior, etc etc). It was also launched in the US back around 1989, and it embodies many American tastes.
Not everyone's into cars. Even mild car enthusaists are surprised when I tell them the RX is assembled in Canada, the X5 in SC, and the ML in AL. I'll always remember the time when someone climbed into the new Merc ML350 at the auto show, and remarked to his wife "Wow this is really good quality, the Americans just can't seem to build their cars this well". I made the remark "You know this is made in Alabama right?" (Dead silence for about 10 seconds) Then he pats the dashboard and says "Really? Um yea. Uh, built real solid though." LOL
Not everyone's into cars. Even mild car enthusaists are surprised when I tell them the RX is assembled in Canada, the X5 in SC, and the ML in AL. I'll always remember the time when someone climbed into the new Merc ML350 at the auto show, and remarked to his wife "Wow this is really good quality, the Americans just can't seem to build their cars this well". I made the remark "You know this is made in Alabama right?" (Dead silence for about 10 seconds) Then he pats the dashboard and says "Really? Um yea. Uh, built real solid though." LOL
This isn't the end all though.
College students had the same ignorance about three Europe-based automakers.
The term 'American' or 'Japanese', 'German', etc., is all pretty meaningless these days.
A bunch of BMW's for global resale are made in Spartanburg.
A bunch of Mercedes for global resale are made in Alabama.
A bunch of Toyotas and Lexus are made in the U.S. and Canada.
And so on...
Acura's and Lexus' U.S. management teams have a HUGE amount of clout and say in what happens in the U.S. market.
Manufacturing methods refined in Japan are certainly impressive, but I'm sure a lot of best practices and refinements have come out of the U.S. and other plants too. The key, as others have said is the management, wherever it is, embracing continuous change and improvement.
As for the survey, I'm not surprised at all. Most people know very little about cars.
A bunch of BMW's for global resale are made in Spartanburg.
A bunch of Mercedes for global resale are made in Alabama.
A bunch of Toyotas and Lexus are made in the U.S. and Canada.
And so on...
Acura's and Lexus' U.S. management teams have a HUGE amount of clout and say in what happens in the U.S. market.
Manufacturing methods refined in Japan are certainly impressive, but I'm sure a lot of best practices and refinements have come out of the U.S. and other plants too. The key, as others have said is the management, wherever it is, embracing continuous change and improvement.
As for the survey, I'm not surprised at all. Most people know very little about cars.
Last edited by bitkahuna; May 27, 2007 at 02:19 PM.
define "a Japanese car" and "an American car". Sure, Toyota started in Japan, but most (all?) Camrys are made in the States along with A LOT of other Scion/Toyota/Lexus. Then you have cars that were made by NUMMIs, OEM Mitsubishi/PSA, DSMs, and other confusing cars.
Lexus, in reality, is a off brand Toyota that started in America in 1989 (or something along those lines right?) and only a while ago, was officially introduced in Japan. I think the article needs a little more clarification.
and Hyundai a Japanese manufacturer, and Saab/Volvo an American manufacturer...[shakes head].
Lexus, in reality, is a off brand Toyota that started in America in 1989 (or something along those lines right?) and only a while ago, was officially introduced in Japan. I think the article needs a little more clarification.
and Hyundai a Japanese manufacturer, and Saab/Volvo an American manufacturer...[shakes head].