The recalls of the Japanese carmaker Toyota really hurt the brand allowing Honda to grab the crown for customer loyalty in the United States. Ford was also able to overtake it according to Consumer Reports.
Based on a survey last April, 57% of Toyota owners will most likely purchase another car from Toyota. The figure is significantly down as it was in the 70% mark back in December 2009.
Most likely Toyota will have to spend some money or extend costly incentives to win most of their US customers back and stop the slippage of their market share. They’re finding a hard time making any money, and that’s not usually the case with the sturdy Japanese…
Customers chose “overall reputation” of the car brand as their primary factor for choosing their new vehicle.