2014 Honda Accord, Civic sales drive Harris Poll ‘Brand of the Year’
According to the most recent Harris Poll EquiTrend Study, consumers have once again named Honda “ Full Line Automotive Brand of the Year;” not the first time for Honda. However, for 2014 on the wave of economic recovery, Honda received a record point count, the highest in 10 years.
Good enough: We have a problem with polls…
As a veteran economic and political reporter, (I) we discovered that polls can often be skewed by demographics, while results are often magnified by the polster. However, in this case we have the ammunition to back the findings of the Harris Poll study. With or without this poll, the all new Honda Accord and Civic are the # 1 selling cars in their respective segment ; there’s a reason for that: Consistent quality, price, performance and both hold the highest (resale) residual value in the industry.
Earlier in the year we stated that the rare Honda Civic Si has the highest residual value in North America. The same holds true for the made in Ohio Accord. That’s a fact Jack...
According to Harris, thier poll encumpases 1500 brands across 170 categories. By polling standards, this is a massive undertaking. Honda’s # 1 spot is based on “brand familiarity,quality and purchase consideration”. You know, credit availability, lease incentives and interest rates.
Luxury brands also saw their greatest collective uptick in a decade. A sure sign that the North American economy is in recovery mode.
*According to Mike Chadsey, automotive solutions consultant at Nielsen: “This post-recession improvement in purchase consideration is helping to lift brand equity scores, but the key to sustainable brand health for auto brands will be to build strong emotional connections with their target audience that hold up over the long hall,” says Mike. Honda’s the best in the business at building brand recognition and generation-bridging brand loyalty.
The big “H” is seen everywhere.