Perception or Reality?

Toyota, Ford, Honda and Chevrolet top Consumer Report’s Car Brand Perception Survey. The survey measures how consumers perceive each brand in seven categories: safety, quality, value, performance, fuel economy, design/style, and technology/innovation.

Remember, this survey is based on “perception” which is influenced by word of mouth, marketing and hands-on experience. The scores represent the brand’s image, not the actual qualities of the vehicle.

Overall brand perception
Best Worst
Brand Score Brand Score
Toyota 145 Land Rover 4
Ford 120 Maserati 8
Honda 109 Jaguar 9
Chevrolet 105 Rolls-Royce 11
Tesla Motors 88 Scion 17
Subaru 87 Ram 17
Mercedes-Benz 82 Mini 21
Volvo 80 Mitsubishi 21
Cadillac 78 Infiniti 22
BMW 73 Jeep 23

When it is time to buy a car, forget “perception” and count on data. Review the actual results in terms of quality and safety.

Brand 2014 (%) Brand 2013 (%)
Toyota 23 Honda 21
Mercedes-Benz 21 Toyota 21
Ford 19 Mercedes-Benz 19
Chevrolet 19 Ford 19
Honda 19 Chevrolet 15


Brand 2014 (%) Brand 2013 (%)
Volvo 60 Volvo 53
Subaru 30 Ford 19
Toyota 19 Honda 18
Ford 17 Toyota 17
Honda 16 Mercedes-Benz 12

When consumers were polled regarding which categories are the most important when buying a vehicle, 88-90% voted for both safety and quality.  Once a consumer has purchased a car, and involved in an auto accident, they have another important decision ahead.

Which Scottsdale body shop is best qualified to repair the vehicle back to factory standards?  The insurance company will most certainly direct customers to one of their preferred auto body shops.  Customers should question what makes this auto body shop “preferred”?  Is it because the work is completed quick and inexpensively?  Sometimes, people choose auto body repairs at dealerships.  If your paying for it yourself, count on spending a great deal more.  If a customer is considering using a dealer collision center, it is important to keep in mind that a dealership’s main focus is to sell new cars.  A dealership auto body shop is just another profit center, and the opportunity to sell parts.  At Airpark Collision Center, your Scottsdale body shop, all we do is repair collision damage and replace parts when necessary.  This is our specialty and our focus.  We encourage all consumers to do research and rely on data, opinions of friends/relatives, and online reviews not “perception”.

If you are a consumer that purchased a vehicle for quality and safety, you deserve a body shop that will make quality collision damage repairs and return your vehicle back to it’s safety standards. What makes Airpark Collision Center different?  We do not take short cuts.  We operate fairly and honestly, because our customer’s safety is important.  Each vehicle is subject to quality control throughout the repair process and is repaired with the latest equipment by our certified technicians.   If your one of the 88%-90% of consumers who are concerned with quality and safety, choose to have your vehicle repaired at Airpark Collision Center and leave the rest to us!

Tina Small has been part of the Airpark Collision Center team since 2006. Working directly with customers, her goal is to share frequent customer questions, and proper methods of collision repair.