Consumer Perception of GM Falls in Wake of Recalls, Survey Says | Edmunds

Consumer Perception of GM Falls in Wake of Recalls, Survey Says


Just the Facts:
  • Consumer perception of General Motors fell in recent weeks in the wake of the company's recall crisis, but appears to be making a "modest rebound," a new survey says.
  • YouGov BrandIndex is a consumer survey that tracks perceptions of hundreds of companies.
  • In an interesting twist, the overall perception of GM as a corporation has suffered more than any of its U.S. brands.

LONDON Consumer perception of General Motors fell in recent weeks in the wake of the company's recall crisis, but appears to be making a "modest rebound," a new survey says.

YouGov BrandIndex is a consumer survey that tracks perceptions of hundreds of companies.

In an interesting twist, the overall perception of GM as a corporation has suffered more than any of its U.S. brands.

GM and the domestic auto sector were measured with YouGov BrandIndex's Buzz score, which asks respondents: "If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?"

Around 10,000 people were interviewed for the survey.

For the first two months of the year, GM was tracking at around an 8 or 9 Buzz score or two or three points below the domestic auto sector average.

GM began its slide around February 11, taking about eight weeks to hit the "apparent bottom" of a -33 Buzz score. GM is presently at -26.

The recall of 2.6 million GM small cars for defective ignition switches linked to 13 deaths began in late February.

Most of the vehicles that have been recalled are Chevrolets. Consumer perception of that brand has fallen, but is now tracking at a neutral perception position among consumers.

"GM's perception drop was not as immediate as the drop that Toyota experienced during its well-publicized 2010 recalls," YouGove BrandIndex noted. "GM's apparent low point is only half the level of Toyota's nadir. Despite the small upturn, GM is still well into negative territory."

Toyota reached a -63 score in a little over four weeks in 2010, according to the survey.

Edmunds says: GM has some work to do to restore its reputation among consumers, at least according to this survey.

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