Consumers less loyal to Toyota - survey

Brand loyalty on Honda, Ford rising
May 17, 2010

Toyota's name has taken another hit as it slipped in brand loyalty ranking based on a survey conducted by US-based Consumer Reports National Research Center on five car brands.

The survey, which involved American households as respondents, showed that brand loyalty on Toyota has dipped to 57 percent in April from 60 percent in February. It was at 70 percent in December 2009.

Toyota, badly battered after a series of recalls over the past few months, now trails behind Honda and Ford whose brand loyalty levels are pegged at 68 and 61 percent, respectively.

Meanwhile, American brands Chevrolet and Dodge continued to suffer with brand loyalty levels at 49 and 24 percent in April from 57 and 32 percent in December.

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