2013 Consumer Reports Car Brand Perception Survey
#31
Lexus Fanatic
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Aside from ricer enthusiasts, nobody knows what an AE86 is and "AE86" is a chassis code for a...Corolla. 4 cylinder, affordable, Toyota coupe = Celica in the minds of the general public. Toyota could've revived one of their longest running names while also boosting the image and marketability of the car. They failed.
I feel Toyota made the right call.
Celica sound old school...
#33
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The survey works by asking people questions such as "which brand is #1 in your mind when it comes to quality?", and since Scion is a sub-brand of Toyota, even those who otherwise think highly of Scion's quality would pick Toyota as #1 for the category. Just read the details of the linked CR article.
Attached is an example. Please read the footnote.
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