Toyota's Reputation On The Decline According To Recent Study

Only superheroes can emerge from a life threatening issue without being damaged and it seems, despite their massive sales numbers – Toyota isn’t a superhero. They are in fact, a company that is seeing its reputation decline, according to a recent study by J.D. Power and Associates.

J.D. Power’s 2010 Avoider Study found that 19 percent of new car shoppers avoid the Toyota showrooms because they feel that the automaker has a bad reputation. Last year, only 2 percent of shoppers said they wouldn’t consider Toyota.

Toyota responded to the study in a press release issued last night:

“During a period of high profile and highly publicized recalls” and that “it is not unexpected that many potential buyers’ perceptions of Toyota’s long standing reputation for quality and reliability might be influenced.”

Still, despite this recent study, Kelly Blue Book released a survey that indicated Toyota is still the most-considered automaker by new car shoppers.

While Toyota is on the decline, there are numerous automakers that are on the rise. The biggest gainers were Ford, GMC, Hyundai, Kia and Chrysler’s Ram brand. The report indicated that all of these brands were “successful in improving customer perceptions of reliability” according to the study.

The largest individual gainers included the Cadillac SRX, Ford Taurus and Kia Sorento, not there is anywhere to go but up from the previous generations.

Other brands that saw a rise included Audi, Smart and Scion.

[J.D. Power]

Sign-up to our email newsletter for daily perspectives on car design, trends, events and news, not found elsewhere.

Share this content.