Mazda one of the worst precieved by consumers
01-18-2010, 07:26 AM
#1
Mazda one of the worst precieved by consumers
I know these things are normally BS but
http://autos.yahoo.com/articles/auto...nd-perception/
Tied for second worst with Saab and Mercury.
http://autos.yahoo.com/articles/auto...nd-perception/
Tied for second worst with Saab and Mercury.
01-18-2010, 07:44 AM
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01-18-2010, 08:07 AM
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How can ford be second best and Lincoln be 3rd worst? They are the same car except lincoln is Fords luxury segment. This survey of a few dummies goes to show how wrong surveys on perception/attitude are when based on ignorance. Otherwise it has no other truth in value.
01-18-2010, 08:38 AM
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True, and I think the people doing the survey engineered it that way to get wierd results through opportunistic jounalism to sell articles to magazines.
01-18-2010, 10:08 AM
#10
Momentum Keeps Me Going
The OP has this wrong about what it implies about Mazda. It has nothing whatsoever to do with Mazda being "worst precieved by consumers". If you read the article it says that this shows how many times a person interviewed mentioned a brand when a specified trait was mentioned. Note they were not choosing from a list, ranking in order, or anything that puts Mazda in a bad light relative to others, other than to show Mazda was not a name they mentioned.
The fact that some brands saw 30 point deltas in a yrs time exemplifies this. Obviously it was brands on their mind, whether from news stories, marketing, or whatever.
How the scores were calculated..
Overall brand perception is an index calculated as the total number of times that a particular make was mentioned as exemplar across all seven categories, divided by the total unaided mentions. (Interview subjects were asked what brands exemplified the traits instead of read a list of brands.) That approach compensates for awareness level, ensuring that every brand has an equal chance of leading a category, not just the best-selling or most well-known brands.
Category scores reflect the number of times that the particular make was mentioned as an exemplar of the particular attribute, again corrected for awareness."
Overall brand perception is an index calculated as the total number of times that a particular make was mentioned as exemplar across all seven categories, divided by the total unaided mentions. (Interview subjects were asked what brands exemplified the traits instead of read a list of brands.) That approach compensates for awareness level, ensuring that every brand has an equal chance of leading a category, not just the best-selling or most well-known brands.
Category scores reflect the number of times that the particular make was mentioned as an exemplar of the particular attribute, again corrected for awareness."
The scores reflect consumers' total perception level of a brand across those categories, and not the actual qualities of the brand's individual vehicles.
01-18-2010, 10:15 AM
#11
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Mazda USA's marketing does suck. I don't think I've ever seen an RX8 commercial and barely seen it in a commercial, but maybe it's not the car they really want to sell. It's only here for us enthusiasts.
Most people I know who've owned a Mazda, love the car and usually stick with the Mazda name in future cars.
Most people I know who've owned a Mazda, love the car and usually stick with the Mazda name in future cars.
01-18-2010, 10:38 AM
#12
He's as bad as Can
Which add leaves a better impression?
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01-18-2010, 10:45 AM
#13
Momentum Keeps Me Going
I like them both equally well. In fact, any car ad that doesn't have cars crashing into other cars, etherial voices asking if you need assistance, and extolling the virtues of back seat DVD players, 7th row seating capacity, and cup holders rates high in my book.
01-18-2010, 11:14 AM
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01-18-2010, 11:55 AM
#15
From CR: "As we analyzed the results from this year's survey, we have found that marketing and news coverage can be important influences, shaping brand perception over time. Conversely, the brands that can clearly deliver on core purchase factors will make lasting impressions.
In contrast to brands that have a strong image in only one area, such as Volvo with safety, the brands that see the greatest success are those that excel in multiple areas, such as Toyota, Ford, Honda, and Chevrolet.
For consumers, it's important to remember that brand perception often reflects distortions of reality, as is discussed in the following sections. It pays to look beyond your impressions and do your homework, especially in the areas that are most important to you."
From what they show of the findings, I think it is a pretty good reflection of "perceptions". While Lincoln is a Ford (more or less), it's sold as a high-class luxury brand, where it doesn't fare well by comparison to other brands. IMHO, Ford has some of the best TV ads going, emphasizing the modernity of their product line. The press never fails to mention that they didn't take bailout money which gives them a major "moral" edge that has nothing to do with the product. Mercury? What's a Mercury? Honda is quality economy, Toyota is Buick done right, frugal not cheap. Benz is money/success. What's Mazda? At most ''zoom-zoom", but like the article said, manufacturers that had only one 'image' did not fare well.
A friend, who's in love with my RX-8, just got back from the auto show going on in Detroit. He reported that they had a race car, with no signs explaining what it was, and an RX-8 kinda stuck in a corner. He also reported that there were no model/spokespeople manning (or womaning) the display. Mazda isn't even trying, just going through the motions. (He did report the Ferrari girls were spectacular, but that's cause he didn't see my 'ladyfriend' working the VW display).
In contrast to brands that have a strong image in only one area, such as Volvo with safety, the brands that see the greatest success are those that excel in multiple areas, such as Toyota, Ford, Honda, and Chevrolet.
For consumers, it's important to remember that brand perception often reflects distortions of reality, as is discussed in the following sections. It pays to look beyond your impressions and do your homework, especially in the areas that are most important to you."
From what they show of the findings, I think it is a pretty good reflection of "perceptions". While Lincoln is a Ford (more or less), it's sold as a high-class luxury brand, where it doesn't fare well by comparison to other brands. IMHO, Ford has some of the best TV ads going, emphasizing the modernity of their product line. The press never fails to mention that they didn't take bailout money which gives them a major "moral" edge that has nothing to do with the product. Mercury? What's a Mercury? Honda is quality economy, Toyota is Buick done right, frugal not cheap. Benz is money/success. What's Mazda? At most ''zoom-zoom", but like the article said, manufacturers that had only one 'image' did not fare well.
A friend, who's in love with my RX-8, just got back from the auto show going on in Detroit. He reported that they had a race car, with no signs explaining what it was, and an RX-8 kinda stuck in a corner. He also reported that there were no model/spokespeople manning (or womaning) the display. Mazda isn't even trying, just going through the motions. (He did report the Ferrari girls were spectacular, but that's cause he didn't see my 'ladyfriend' working the VW display).
01-18-2010, 11:59 AM
#16
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I believe it.
Most Mazda are miata, mazda2, mazda3, mazda5, or mazda6. If I drove any of those, I'd hate Mazda too.
Rx8 and normal layman's Mazda are not the same.
You can be an rx8 fan. You don't have to be a Mazda fan.
Most Mazda are miata, mazda2, mazda3, mazda5, or mazda6. If I drove any of those, I'd hate Mazda too.
Rx8 and normal layman's Mazda are not the same.
You can be an rx8 fan. You don't have to be a Mazda fan.
01-18-2010, 01:35 PM
#18
+1
BTW Mazda is a niche brand
Citation from Takashi Yamanouchi (Mazda CEO 2009): "we produce car potentially interesting for a 10% customer who buys cars around the world, our share is between 2 and 3%..so we got a lot of potential market to gain"
these are not the exactly words but i assure that Y. said that (this july-August in Australia i think..)
BTW Mazda is a niche brand
Citation from Takashi Yamanouchi (Mazda CEO 2009): "we produce car potentially interesting for a 10% customer who buys cars around the world, our share is between 2 and 3%..so we got a lot of potential market to gain"
these are not the exactly words but i assure that Y. said that (this july-August in Australia i think..)
01-18-2010, 02:28 PM
#19
The Michigan "WANKEL"
There was a survey out a year or two ago that showed Mazda as the number 1 ranked manufacturer as a brand for "cool" and "gotta have it" appeal among younger drivers. That means more to me for Mazda, marketed as the "Zoom-Zoom" brand (and to some degree, probably to them, as well).
01-18-2010, 03:23 PM
#20
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Mazda3, Mazda6, Miata... winners of more awards and accolades than you can shake a stick at. I used to have a Mazda6. My wife has a CX9. They make good cars with style and substance. I used to park my Mazda6 next to its less interesting competition - Accords and Camries - just to say, "See what you could have had instead of that POS"?
01-18-2010, 04:46 PM
#21
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Mazda3, Mazda6, Miata... winners of more awards and accolades than you can shake a stick at. I used to have a Mazda6. My wife has a CX9. They make good cars with style and substance. I used to park my Mazda6 next to its less interesting competition - Accords and Camries - just to say, "See what you could have had instead of that POS"?
To me:
Mazda3 (non Speed) > (Corolla | Civic (non Si)| Sentra | Impreza (non WRX) | Cobalt (non SS)| Focus | Caliber)
Mazda5 (no competition)
(Mazda6 | Legacy) > (Camry | Accord | Altima | Malibu | Fusion | Sebring)
Miata > (Solstice | Sky)
...
Check out the C-segment competition for Mazda3, it's a joke.
01-18-2010, 06:03 PM
#23
Mazda2... Have you even driven the 2 yet? It looks actually quite fun, I always thought the 3 was a little big so the 2 looks like alot of fun and style, especially around a younger crowd.
Mazda3... Has won tons of awards by the public...
Mazda5... ehh, never really a fan so i somewhat agree, but it does serve its purpose
Mazda6... A sedan thats bigger than the 3, its like the 3's bigger brother... and looks pretty nice as well...
Im sorry but I dont agree with your opinion at all... I Prefer Mazda over most...
01-18-2010, 06:30 PM
#24
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Perceived! Someone please fix...painful.
I am surprised, yet not surprised Mazda placed so low. Mazda is definitely not seen as upmarket and it doesn't have that aura of Japanese invincibility that Toyota and Honda have. It's trying to niche itself into zoom-zoom sporty.
Most people filling out this survey are non car enthusiasts - but then most of the buying public are not car freaks so I guess this survey says a lot about their stereotypes.
I do agree that Mazda customer service is pretty pitiful.
I am surprised, yet not surprised Mazda placed so low. Mazda is definitely not seen as upmarket and it doesn't have that aura of Japanese invincibility that Toyota and Honda have. It's trying to niche itself into zoom-zoom sporty.
Most people filling out this survey are non car enthusiasts - but then most of the buying public are not car freaks so I guess this survey says a lot about their stereotypes.
I do agree that Mazda customer service is pretty pitiful.
