The Auto Writer

For the year just ended, three million fewer cars were sold then in the previous year, for the American market alone. Across the globe, millions more cars were not sold and, if the automakers read the trends correctly, they weren’t produced only to languish for months on dealer lots.

Much of the blame for the big sales drop can be attributed to a number of things, especially the sub-prime mortgage meltdown, high gas prices and tight credit. The latter, particularly, made it difficult for Americans to buy new cars as credit standards were tightened, shutting out hundreds of thousands of buyers.

Consumer Report, which is published by Consumers Union an independent nonprofit organization whose mission is to work for a fair, just, and safe marketplace for all consumers and to empower consumers to protect themselves, surveyed the current market and came away with a number of conclusions.

“Car owners are considering the real costs and risks in buying a new model, emphasizing needs over wants,” said Jeff Bartlett, deputy online automotive editor, Consumer Reports. “The shift in behavior comes at a time when the economy has put jobs and household budgets in peril. And for those looking to buy, the finance crunch has made it more difficult to secure a loan. These factors have pushed consumers to change priorities and have influenced brand perceptions.”

The survey asked which brands consumers thought were the leader in each of seven categories: Design/Style, Performance, Quality, Environmental Friendly/Green, Safety, Technology/Innovation, and Value. In rank order, Toyota, Honda, Ford, Cadillac, and Mercedes-Benz dominated overall scores for brand perception.

Cautioning readers, Consumer Reports noted that — While some brands earn a deserved reputation over time, others may influence their perception through design and marketing. Perception is not reality, and it pays for consumers to review available research rather than risk a false assumption.

Source: Consumers Union