Domestic quality perceived better than imports

http://detnews.com/article/20100421/AUTO01/4210395/-1/rss

Washington -- America's love affair with the automobile has a new spark -- a renewed affection for U.S.-made cars after a long dalliance with foreign automakers. Slightly more Americans now say the United States makes better-quality vehicles than Asia does, with 38 percent saying U.S. cars are best and 33 percent naming autos made by Asian countries, according to an Associated Press-GfK Poll. The survey suggests those numbers are largely fueled by a plunge in Toyota's reputation and an upsurge in Ford's. The poll was conducted in March, as Toyota was being roiled by nightmarish publicity over its recall of more than 8 million vehicles around the globe and allegations that it responded sluggishly to safety concerns. Though the U.S. advantage is modest, it marks a significant turnabout for American automakers battered by recession and relentless competition from foreign manufacturers. When the same question was asked in a December 2006 AP-AOL poll, 46 percent said Asian countries made superior cars, while just 29 percent preferred American vehicles, reflecting a perception of U.S. automotive inferiority that began taking hold about three decades ago. "Toyota's problems are not to be minimized here," David Williams, dean of the business administration school at Wayne State University, said in explaining the attitude shift. In both AP polls, Japan -- home to brands like Toyota, Honda and Nissan -- was by far the dominant Asian nation volunteered as producing the best cars. European autos -- which include BMW, Mercedes Benz and Volkswagen -- were called top quality by 15 percent last month, about the same as the 17 percent who said so four years ago. Williams and others also cited a fresh look Americans are giving U.S. automakers, especially Ford and General Motors. Though GM and Chrysler went through bankruptcy last year and the federal government invested $80 billion to keep them afloat, GM has revamped its lineup with more fuel-efficient and crossover vehicles. Analysts say Ford revived its reputation by not accepting the taxpayer bailout and improving its vehicles' gasoline mileage. Highlighting the changing attitudes, 15 percent in the March poll said Toyota makes the best cars, down from 25 percent who said so in 2006. Moving in the opposite direction was Ford, cited as tops by just 9 percent in 2006 but by 18 percent last month. Eighteen percent said GM cars were best, little changed from 2006. Chrysler -- which continues to struggle -- remained mired at 3 percent. "They last," Charlotte Flentge, 60, of Chester, Ill., a Chevrolet Cavalier owner, said of American autos. "You get a good American car, you know you have a quality car you can be safe in and not be afraid to put your family in." Those likeliest to say Asian-made autos are superior included men, the better educated and residents of Western states. U.S. cars were a strong preference for those age 50 and older and rural residents. Overall, though, only 51 percent in last month's poll expressed strong confidence that cars sold in the U.S. are safe, with owners of domestic and foreign cars giving similar responses. The 2006 survey did not ask that question. "Toyota is leading the parade in reducing confidence in the safety of automobiles," said Gerald C. Meyers, a former auto executive with American Motors and now a University of Michigan business professor. "I suspect that's holding the number down a lot." Despite consumers' altered views, the poll showed that allegiance remains strong to many makes. Well over nine in 10 owners of Fords, GMs, Hondas and Toyotas expressed satisfaction with their cars, with the figure slightly lower for Chryslers. Among the brand loyalists is Vernon Harmon, 44, a police officer from Rock Hill, S.C., proud owner of a Toyota and a Mazda. "I know people are going to say, 'That guy, is he not watching the news?'" he said. "I know what's going on. I still think Japan makes the best cars in the world. Period." With the U.S. trying to claw out of a recession, the poll showed that Americans' taste for alternative-fuel cars is being tempered by economic realities. Such cars often cost more than similarly sized vehicles that run on gasoline. By 61 percent to 37 percent, most said last month they would consider buying an alternative-fuel auto. That was a narrower margin than the 70 percent to 29 percent who said so in 2006. Tellingly, people cited the environment and a desire to save money about equally last month when asked which would prevail in making their decision. Four years ago, with a strong economy, protecting the environment outweighed saving money, 47 percent to 34 percent. "I'm concerned about the environment, but I don't want to kill myself, I don't want to go into bankruptcy," said Kathryn Mershon, 47, of Henderson, Nev. The poll also found that: --Fifty-six percent own vehicles made by U.S. automakers, about the same as in 2006. --Eight in 10 live in households with autos, including about two-thirds who have two or more cars. --Six in 10 autos were bought used. --About four in 10 say their dream car would be a foreign brand, compared with three in 10 wishing for a domestic car. Flentge, the Chevrolet owner, picked the German-made BMW as her dream car, saying, "I don't know, it just sounds prestigious." The AP-GfK Poll was conducted March 3-8 by GfK Roper Public Affairs and Media. It involved interviews with 1,002 adults conducted by landline and cellular telephones. The margin of sampling error was plus or minus 4.2 percentage points.

Now, I fully realize that one poll doesn't make a trend, but it's at least an indicator that the perception gap between the domestics' actual quality and what people think it is, is narrowing.

I heard that on the news yesterday morning. Kind of surprising considering the problems with GM and Chrysler. Ford must be carrying them.

Ford had a BIG upsurge while GM and Chrylser held ground... between ford going up and toyota dropping the ball, the balance was due to tip

mad_machine wrote: Ford had a BIG upsurge while GM and Chrylser held ground... between ford going up and toyota dropping the ball, the balance was due to tip

Exactly what I think as well. Because after driving many new models from foreign and domestic I can tell you the domestics as still using the least amount of content to say they've got a feature "just like the foreign models" and the lowest quality interior trims.

I heard the domestics compared to the foreign cars at every dealer I went into and the only place domestics faired better was on the trucks. I bought me a new Ford FX2, but next on the list was a Subie Legacy with a Suzuki Kazashi (?) as the surprise of the decade!

carguy123 wrote: I bought me a new Ford FX2, but next on the list was a Subie Legacy with a Suzuki Kazashi (?) as the surprise of the decade!

Ford deserves big kudos, but they benefit more from public perception. The company builds really good cars and didn't need a bail-out - people appreciate that and buy accordingly.

The Suzuki Kizashi rivals marques with a pedigree that Ford can't approach with a Fusion or (even) a Taurus; the Zuk is in the same price-range as both Fords. It would be a tough choice (for me) between a Kizashi or Fusion with M/T and sport suspension, though.

Money and some test drives would fix that problem!

oldsaw wrote:

carguy123 wrote: I bought me a new Ford FX2, but next on the list was a Subie Legacy with a Suzuki Kazashi (?) as the surprise of the decade!

Ford deserves big kudos, but they benefit more from public perception. The company builds really good cars and didn't need a bail-out - people appreciate that and buy accordingly.

I think GM just paid back their bailout(Loan). Regardless we bought a new Pontiac (Solstice GXP coupe) anyway because that's what we wanted.
I do think Ford is doing a great job.

It has been for a while...

I'd sooner give my money to Hyundai than GM.

Hey, 24-7 pounding from the Main Stream Media and Toyota's "perceived" quality drops 10%. Remember, these are the same people that told you how great Obamma was. And Chrysler is holding steady at a whopping 3%. Is that up 3% from prior years? Or is that the 3% of the survey set that worked as salesmen for Chrysler?

Dr. Hess wrote: Remember, these are the same people that told you how great Obamma was.

Really? We had to drag politics into it. Let it go.

Per Schroeder wrote:

Dr. Hess wrote: Remember, these are the same people that told you how great Obamma was.

Really? We had to drag politics into it. Let it go.

Or at least spell it right

Fit_Is_Slo wrote:

Per Schroeder wrote:

Dr. Hess wrote: Remember, these are the same people that told you how great Obamma was.

Really? We had to drag politics into it. Let it go.

Or at least spell it right

OK, I'll try Obamanation? Did I get it right?

great forum for you http://www.politicsforum.org/

Cotton wrote: I think GM just paid back their bailout(Loan). Regardless we bought a new Pontiac (Solstice GXP coupe) anyway because that's what we wanted. I do think Ford is doing a great job.

Someone correct if I'm wrong, but I believe GM paid-off its' loan with government funds, not with profits.

And the gov't still ownes 60+ percent of GM. We have a long way to go to be paid back.

Haven't we talked before about how perception usually lags 10 years behind reality? Maybe it's more like 5?

I think Ford is doing some good stuff. I like their cars. If they bring over more Euro tuned sedans they'll do fine.

Perception is easily manipulated.

Reality... not so much.

The switch gear in the cheapest Honda from a decade ago is better than the stuff in my almost new Silverado. Its really a great truck with solid, sturdy bits where it counts for doing work - why they filled the inside with Fisher-Price junk is beyond me. The same junk that is in my truck is in my dad's buick and my mother-in-laws malibu. My perception is that if the imports made a big truck with an oil burner, I'd buy it so that I don't need to paint the dashboard every 6 mos (seriously, the dash in my Silverado is peeling).

In reply to Giant Purple Snorklewacker:

Weird. The dash in my dads 07 silverado is fine. Has 55000 miles on it or so.

Joey

Giant Purple Snorklewacker wrote: Perception is easily manipulated. Reality... not so much. The switch gear in the cheapest Honda from a decade ago is better than the stuff in my almost new Silverado. Its really a great truck with solid, sturdy bits where it counts for doing work - why they filled the inside with Fisher-Price junk is beyond me. The same junk that is in my truck is in my dad's buick and my mother-in-laws malibu. My perception is that if the imports made a big truck with an oil burner, I'd buy it so that I don't need to paint the dashboard every 6 mos (seriously, the dash in my Silverado is peeling).

The dash in my 75 Chevy truck isn't even peeling.

oldsaw wrote:

Cotton wrote: I think GM just paid back their bailout(Loan). Regardless we bought a new Pontiac (Solstice GXP coupe) anyway because that's what we wanted. I do think Ford is doing a great job.

Someone correct if I'm wrong, but I believe GM paid-off its' loan with government funds, not with profits.

They still owe money from the bankruptcy protection, which will be paid when they go public, but I don't see how you can know that's the money used to pay the bailout loan. They are paying what they owe back though, which is a step in the right direction. Are any other companies that got bailout money doing that?

oldsaw wrote: Ford deserves big kudos, but they benefit more from public perception. The company builds really good cars and didn't need a bail-out - people appreciate that and buy accordingly. The Suzuki Kizashi rivals marques with a pedigree that Ford can't approach with a Fusion or (even) a Taurus;

I'm not so sure that Ford's moves were as much luck, and (lucky) timing than anything else, but because they didn't need to borrow any money, they look better.

Are the cars they build any different today, than before? Probably not, but perception says they're good cars.

I'm not sure why you would say that about the Kizashi. It's been around for what, a few months?

Sorry Per.

I do think GM and Ford have improved their quality from, say 15 years ago. Probably from 10 years ago, and certainly from 20-25 years ago when they were complete junk and about at their nadir. I'd like to see a higher quality interior in a GM car, although I haven't seen an 09 or 10 up close yet. And, I hate to admit it, but I think Toyota quality has slipped from 10 years ago, although not to the extent they have been hammered by the media.

And that whole GM paying off it's bailout smells a bit to me. If all they needed was a couple months loan, I'm sure they wouldn't have needed the whole bailout. Oh yeah, they defaulted on all that other stuff through bankruptcy, so after that, plenty-o-money for paying back the bailout.

GM did NOT pay back the bailout money, and those ads that they're running saying that they did are friggin' disgusting and an outright lie.

The government pumped well over 50 BILLION dollars into that company during the bailouts. GM has paid back just over $8 billion. But, 54.X billion dollars went into subsidies.

They're running ads saying how they're a great American company that pays their debts and blah de freaking blah.

Ridiculous. Disgusting. Lies.

Dr. Hess wrote: I do think GM and Ford have improved their quality from, say 15 years ago. Probably from 10 years ago, and certainly from 20-25 years ago when they were complete junk and about at their nadir. I'd like to see a higher quality interior in a GM car, although I haven't seen an 09 or 10 up close yet.

I would agree at least as far as trucks are concerned. Aside from the interior issues... my '05 is light years better than the late 90s variants as far as solid feel, ride quality and general not-shabbily-slapped-togetherness. In fairness, I have not been in an 09+ either but if past performance is any indication of future outcome then I bet its only better when compared to previous iterations of itself and not the broader category where say... Honda might have a turn signal stalk without fake chrome that feels like it would actuate a signal rather than just break off in your hand.

I think the key in that article is: "Those likeliest to say Asian-made autos are superior included men, the better educated and residents of Western states. U.S. cars were a strong preference for those age 50 and older and rural residents. "

Educated vs Hill billies :p

:poke poke:

Anyways, I've always been pro japanese cars mainly... but with the last few years, I'd honestly condsider a Ford. Nothing else though... the rest of the US cars can take a flying leap imo.