SOURCE: Decision Analyst

Decision Analyst

March 24, 2010 14:43 ET

A Changing of the Guard Occurring Among New Car Brands According to National Survey by Decision Analyst

ARLINGTON, TX--(Marketwire - March 24, 2010) -  U.S. consumers who plan to buy a new car or truck in the next year now express a high level of interest in two of the three Detroit-based brands. Ford is the leading brand; 41% of new vehicle shoppers said they were interested in learning more about Ford. Honda at 32% and Chevrolet at 30% are virtually tied for the second spot, with a mere 2% point spread between them (within the survey's margin of error of +/- 3%). Interest in Toyota is significantly lower, registering at 20%. The brand garnering the lowest levels of interest is Chrysler, at 9%. 

New Car/Truck Brand Interest
(U.S. Adults Planning To Buy New Vehicle In Next 12 Months)

Vehicle Brand Interest
Ford 41%
Honda 32%
Chevrolet 30%
Nissan 21%
Hyundai 21%
Toyota 20%
Volkswagen 15%
Chrysler 9%
Source: Decision Analyst (www.decisionanalyst.com)
Base: 1,598 American New Vehicle Purchase Intenders Who Intend To Buy New Within The Next 12 Months
Question: From the following list of vehicle manufacturers, which would you have an interest in learning more about? (Check all that apply)

"For at least the past 10 years, there has been strong interest in import brands, based in large part upon the perception of superior quality," said Allan Vivian, Vice President at Decision Analyst. "Perceptions are undergoing a radical change and we are suddenly seeing Ford and Chevrolet among the industry leaders in terms of new car buyers' interest in learning more about their products."

Methodology

Data collection for Decision Analyst's New Vehicle Brand Barometer Study is conducted online using its American Consumer Opinion® Online panel (www.acop.com). The data for this release was collected between March 5 and March 22, 2010, and the sample size was 1,598. The survey is conducted among U.S. consumers aged 18 and over. The margin of error is approximately 3%, plus or minus, at a 98% confidence level. If you would like additional information related to the New Vehicle Brand Barometer Study, please email Allan Vivian at avivian@decisionanalyst.com.

About Decision Analyst

Decision Analyst (www.decisionanalyst.com), based in Dallas-Fort Worth, is a leading global marketing research and analytical consulting firm specializing in advertising testing, strategy research, brand tracking, and advanced modeling for marketing-decision optimization. The 32-year-old firm delivers competitive advantage to major clients in North America, Europe, Latin America, and Asia. In addition, Decision Analyst operates the American Consumer Opinion® Online panel, one of the largest online panels in the world with over eight million members around the globe.

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