Domestics Still Hold Brand Perception Crown in New Truck Market

Dec 6 12:00 AM US/Eastern


IRVINE, Calif., Dec. 6 /PRNewswire/ -- Kelley Blue Book Marketing Research
(http://www.kbb.com) today announces the third-quarter truck segment results
of its new-vehicle consumer automotive perceptions study, Brand Watch.
According to the study, in-market truck shoppers still believe that domestic
brands embody many of the qualities and perceptions they are looking for in
their next new vehicle. The latest edition of Brand Watch also reveals that
during 2007, Toyota has made some significant strides in the truck segment,
but they still have a long way to go to overtake Detroit. The highly
comprehensive report takes a detailed look at in-market new-vehicle shoppers'
perceptions of brands, and important factors driving their purchase decisions
while in the midst of the research and shopping process.


In the Brand Watch study, consumers are asked to rate their perceptions of
various brands in different new vehicle segments, based on 17 different
attributes. When it comes to purchasing a new truck, in-market shoppers state
the following five attributes, in order of importance, as being top factors
out of the 17 attributes rated: durability/reliability, fuel efficiency,
driving comfort, towing/hauling capacity and driving performance.



Brand Watch Third-Quarter Truck Segment Results: Best Truck Brands by Top
Attributes


Durability/Reliability: Toyota
Fuel Efficiency: Toyota
Driving Comfort: Chevrolet
Towing/Hauling Capacity: Ford
Driving Performance: GMC




While Toyota dominates consumer perceptions of two important truck
attribute categories, durability/reliability and fuel efficiency, the domestic
brands outperform the Asian automakers on the more long-standing traditional
truck attributes, including towing/hauling capacity as well as
ruggedness/toughness. While American-made trucks still hold the top
perceptions among shoppers, Brand Watch shows that perceptions of Toyota have
been climbing in the truck ratings since the beginning of 2007, especially
when it comes to towing/hauling capacity.


"While Toyota is making strides, the Asian manufacturers still have some
work to do," said Rick Wainschel, vice president of marketing research and
brand communications at Kelley Blue Book. "Their equity of durability and
reliability transfers seamlessly into the truck segment, but decades of
consumer messaging from the domestic manufacturers regarding towing/hauling
capacity, ruggedness and toughness are not quickly or easily overcome."


The Brand Watch results from the first, second and third quarters of 2007,
compiled by Kelley Blue Book Marketing Research, reflect the brand perceptions
of more than 12,000 active, in-market vehicle shoppers. Each quarter, Kelley
Blue Book releases information found within Brand Watch's 17 main factors,
including exterior styling and interior layout and comfort, among the seven
major vehicle segments


SOURCE Kelley Blue Book