SEOUL, KOREA - Toyota came on top in the 2014 brand recognition survey conducted by the U.S. Consumer Reports. Kia Motors was positioned at No. 4 in the sub-category of value.
The Consumer Reports National Research Center announced on February 11 that Toyota achieved the highest score in its telephone survey conducted with 1,578 American adults residing in households with more than one car. The survey was conducted during the period from December 6 to 15, 2013.
With this survey, the respondents were asked to name the brands they felt excelled in seven categories, including quality, safety, performance, value, fuel efficiency, design/style, and technology/innovativeness.
Toyota ranked No. 1 in terms of overall brand recognition for eight consecutive years starting from 2007. By category, it ranked No. 1 in the categories of quality, value, and fuel efficiency.
Among Korean brands, Kia Motors was the only brand which was included in the value category.
The factors that American consumers think important when they purchase new cars were quality (90%), safety (88%), performance (83%), value (82%), fuel efficiency (81%), design/style (70%) and technology/innovativeness(68%).
