Toyota Brand Still Strong

toyota recallA few months ago we read headlines that Toyota Customer Loyalty Takes a Hit After Massive Recall.

Yet according to the Consumer Reports 2010 Car Brand Survey, 60 percent of current Toyota drivers said they would most likely purchase another Toyota (that’s only a drop in 10 percentage points from a December 2009 survey) and Toyota’s Overall brand perception is still the highest.

But you couldn’t tell Toyota was having any problems at a packed local New Jersey auto lot. My wife and I went looking for an 8 passenger SUV the other day and we thought since Toyota was having safety issues that this would be a good time to buy a Toyota. Apparently so did many other car shoppers.

We asked if there were any discounts – nope. We asked if there was any reduced finance charges – nope. We asked if there were any deals – nope. The reason? Toyota Brand loyalty. People were still willing to buy Toyotas despite its current problems.

What does this say about building brand strength? Even bad news, if your brand is strong enough, cannot hurt you.

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