December 1, 2006

Brand origin plays critical role in pickup truck buying, says J.D. Power

Westlake Village, California – Vehicle brand origin – domestic or import – continues to be a top reason new-vehicle buyers to avoid certain large truck models, according to a study released by J.D. Power and Associates.

The study, which examines the reasons consumers fail to consider particular models when shopping for a new vehicle, finds that 48 per cent of domestic-brand truck buyers avoid import models, because they specifically do not want an import-branded truck. Conversely, 33 per cent of import buyers report the same with regard to domestic large pickups. Of the domestic brand buyers, 33 per cent reported they avoided import trucks primarily because they did not like the look or design, while 20 per cent believed the pickup was not “rugged enough”.

However, only 5 per cent avoided imports because of reliability; conversely, 25 per cent of import buyers avoid domestic models because of reliability concerns. The perception of poor reliability can have a long-term effect, as buyers may avoid a brand or model today due to reliability issues that occurred several years ago.

Across all vehicle segments, styling continues to be the top reason buyers avoid considering some models, with nearly 50 per cent of all “avoiders” indicating that the look or design of the model was a reason for avoiding it. Vehicle styling, reliability and high cost, respectively, are the top three product reasons for buyers avoiding a vehicle.

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