Jul

What’s In a make Name?

Posted by Published in Car Buying

Would Lindsay Lohan be increasingly popular whether she changed her name to Oprah? Or would things be even worse whether she opted to go by Osama, instead?

Just how critical is a name in obtaining acceptance and avoiding failure?

According to a new study by CNW Marketing Research, a name is vital, and to prove the point, CNW did some moniker-switching to memorize whether consumers held a vehicle in high or low regard based on its type name.

It held a variety of consumer clinics using the Chevy Cobalt and Scion xB as examples. In addition to showing the cars with their true names, it switched badges to see what, whether any effect, varietys had on consumer perceptions about quality and reliability and whether the name had any affect on whether they held the car in high or low esteem.

The conclusion: name things.

CNW found that when Cobalt carried its original Chevy badge, it rated 6.9 out of a possible 10 ranking. But when it carried a Toyota badge, the rating rose to 8.6. whether, rather than Chevy, the Cobalt was labeled a Ford, the rating fell to 6.2 and whether called a Chrysler to 6.1. Those who favor a return of Fiat to the U.S., take note. When a Fiat badge was put on Cobalt the approval rating sunk to 4.8.

When a Scion xB was rolled out carrying its Toyota badge,

the rating was 8.4, but when replaced with a Chevy badge, the rating slipped to 6.3. Chevy shouldn’t feel too not good: when a Ford badge was added on the xB to gauge reaction, the rating fell to 5.9 and Chrysler to 5.2. And Fiat fared poorest, with a 4.2.

One can only wonder what the outcome would have been whether CNW tested a Yugo badge.

There are, obviously, explanations for that phenomenon. Poor quality among the domestic automakers in the ’70s and ’80s along with outstanding quality among the imports in the ’90s, particularly among Japanese grades like Toyota, has created a insight among consumers that whether a car carries a Toyota nameplate, it is infallible.

While recent quality surveys among companies like J.D. ability and Associates have proved that domestic quality has made solid gains, and is comparable to that in most imports, it is difficult to change consumer perceptions.

“The problem for some types can be traced to enlarged memories and the lack of attention to detail in the past,” said CNW general manager Art Spinella. “Squeeks or rattles in the ’60s or poor paint in the ’90s still haunts positive qualitys to that day. It took Toyota 15 years to set up its credentials.”