Survey by Jumpstart Automotive Group Reveals New Sales Opportunities for Domestic Automakers
SAN FRANCISCO, CA — (Marketwire - February 15, 2010) - In a recent survey by Jumpstart Automotive Group, 80 percent of car buyers say they'd consider buying a Ford, Chrysler or GM brand on the heels of the Toyota crisis. An overwhelming 48 percent said Chevrolet tops their list to replace Toyota for their next vehicle purchase, with 17 percent choosing Ford and 14 percent choosing Chrysler.
What's more, 51 percent of the respondents indicated Toyota's issues have changed their perception of the brand, leading them to eliminate Toyota as a consideration for their next vehicle purchase. 33 percent said they may still consider Toyota if they decide to delay their vehicle purchase and 16 percent said they would still consider buying a Toyota, confident in the fact that the automaker will successfully resolve its issues.
"This data provides some interesting perspective about the mindset of U.S. car shoppers," said Joe Kyriakoza, Vice President of Strategic Insights at Jumpstart Automotive Group. "It's almost as if they've been waiting for a reason to support the domestic auto brands. We believe Toyota's current position has opened up new sales opportunities for brands like Chevy and Ford."
In the wake of Toyota's initial recalls, a survey was posted across 11 automotive websites in the Jumpstart Automotive Group network from January 29 through February 2. More than 1,000 respondents were polled at Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com Autos, Car and Driver, Road & Track, CarSoup.com, U.S.News.com, HybridCars, CarGurus and TrueCar.
In addition to its survey results, Jumpstart found that Toyota's shopping activity has fallen 11 percent in the past week across these same websites, indicating waning interest in the typically stellar automotive brand.
Comments made at a recent news conference by Toyota President, Akio Toyoda, in which he says the manufacturer will "face up to the facts and correct the problem, putting customers' safety and convenience first," are a step in the right direction, according to Kyriakoza.
"History has proven that the key to mending any major brand is transparency about the issues," says Kyriakoza. "Toyota's representatives need to continue using honesty as their number one policy in order to win back disenchanted customers. Even still, Toyota's road to recovery will undoubtedly be long and strenuous."
A full list of the survey results follows.
Given the recent recalls and halt in production of Toyota vehicles, how has this changed your consideration of the brand?
Will no longer consider a Toyota for my next vehicle purchase - 51%
May still consider them if I delay my next vehicle purchase - 33%
Will still consider them; I'm confident that they will resolve the issues - 16%
If Toyota has fallen out of your consideration due to the recent recalls and drop in consumer perception of quality, which brand would you most likely consider for your next purchase?
Dodge, Mazda, Subaru, Volkswagen - 1%
Kia, Pontiac, Saturn, Scion Suzuki - less than 0.5%
About Jumpstart Automotive Group
Jumpstart Automotive Group is an expert automotive marketing company. It represents the broadest and most diverse audience of in-market car shoppers across 11 automotive websites that include Vehix, Consumer Guide Automotive, JD Power Autos, Shopping.com Autos, Car and Driver, Road & Track, CarSoup.com, U.S.News.com, HybridCars, CarGurus, and TrueCar. Fueled by a passion for performance, the Jumpstart Automotive Group is committed to the development of quality content and services for consumers and to maximizing publisher revenue and advertiser results through innovative products and services. Additionally, Jumpstart has been on the forefront of behavioral targeting and is now developing leading research and strategic insight products. For more information, visit JumpstartAutomotiveGroup.com.
Jumpstart Automotive Group