Perception or Reality?

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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
BestWorst
BrandScoreBrandScore
Toyota145Land Rover4
Ford120Maserati8
Honda109Jaguar9
Chevrolet105Rolls-Royce11
Tesla Motors88Scion17
Subaru87Ram17
Mercedes-Benz82Mini21
Volvo80Mitsubishi21
Cadillac78Infiniti22
BMW73Jeep23

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

Quality
Brand2014 (%)Brand2013 (%)
Toyota23Honda21
Mercedes-Benz21Toyota21
Ford19Mercedes-Benz19
Chevrolet19Ford19
Honda19Chevrolet15

 

Safety
Brand2014 (%)Brand2013 (%)
Volvo60Volvo53
Subaru30Ford19
Toyota19Honda18
Ford17Toyota17
Honda16Mercedes-Benz12

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!

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