In April, Roy Morgan Research revealed that car salesmen are the profession least trusted by the general public. Just as well, then, that the 2.2 million Australians currently in the market for a new car view certain auto brands more favourably. And with more people in the market for a new Toyota than any other brand, it’s not surprising to see Toyota lead the field in trustworthiness.
Though it’s the market leader, Toyota’s perceived trustworthiness has declined marginally over the last 12 months. Whereas 35.2% of new car intenders nominated it as a company they could trust in the year to May 2012, 32.9% did the same in the year to May 2013. Toyota maintains its lead ahead of premium brands BMW and Mercedes-Benz (28.1% and 25.8% respectively).
Source:Roy Morgan Single Source (Aust.): June 2012–May 2013, new car intenders n= 2,258. Average = average result for all 17 brands tracked.
Jordan Pakes, Account Director – Automotive, Roy Morgan Research, says:
“Measuring brand perceptions among the new car intender market can be invaluable when it comes to understanding competitive positioning.
“With reliability being a key factor in building trust, it’s not surprising to see Toyota topping the list as Australia’s most trusted auto company.
“It’s interesting to note that trust levels for the three local manufacturers have declined over the past 12 months. Given all the negative publicity about multiple redundancies across manufacturing facilities and Ford’s recent decision to abandon local production, this result is understandable.
“With consumers in the market for a new car looking to spend on average around $35K at their next purchase, trusting the company you’re planning to buy from is crucial part of the sales process.
“Trust can take years for companies to earn but can be lost in an instant due to a negative experience or poor service — and generally once that trust is lost, it’s almost impossible to win back.”
Roy Morgan Research
Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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