Braintree, MA 11/11/2010 11:00:00 PM
Fall 2010 Perceived Quality Study Shows Toyota on the Rebound
ALG Report Encouraging for Used Toyota Buyers
November 11, 2010, Braintree, MA. The latest Perceived Quality Study from Automotive Lease Group (ALG) shows Toyota rebuilding its reputation for quality with U.S. consumers. During the last six months, the ALG Perceived Quality Score (PQS) for Toyota increased by 5%, offering evidence that shoppers are regaining confidence in the quality of both new and used Toyotas.
The sales staff at Quirk Pre-Owned in Braintree, a Massachusetts used car dealer, have noticed the recent resurgence in interest in their pre-owned Toyota inventory, and they attribute the rebound to the positive reputation the automaker has built in America. Toyota’s models’ strong safety history, in addition to Toyota’s proactive response to the recall issues that emerged in the past year, set the groundwork for a recovery.
In late 2009, Toyota won “Best Brand” in Kelley Blue Book’s 2010 Best Resale Value Awards, capping a remarkable run for the automaker that saw them become the world’s number-one car manufacturer. The start of 2010 brought a challenge to Toyota’s image, with consumer complaints about floor mats, accelerator pedals and 2010 Toyota Prius braking systems. Widespread media coverage of the recalls were reflected in ALG’s Spring 2010 Perceived Quality Study, which saw Toyota fall to sixth among automakers surveyed. Since then, Toyota has bounced back to second place and now trails only Honda, a revival that ALG attributes in part to Toyota’s efforts to highlight both customer loyalty and quality service.
Toyota’s response to the issues may not be front-page news, but it has been noticed, with Consumer Reports recently reinstating their “Recommended” rating for the eight Toyota models recalled in January. After their own analysis of Toyota’s response, including testing the automaker’s fixes to issues in the Avalon and Camry, Consumer Reports decided that the issues with the Corolla, Highlander, Matrix, Avalon, Camry, Tundra, Sequoia and RAV4 had been sufficiently addressed. Consumer Reports also noted that consumer complaints had significantly decreased during the last six months.
The staff at Quirk notes that customers shouldn’t limit their search to one brand, but Boston used car buyers who may have passed on Toyota because of concerns about quality or resale value can find confidence in the recent news. Customers can also be confident that used Toyotas have had the required service, as Consumer Reports estimates that 1.8 million of the recalled vehicles have been repaired.
In addition to Quirk Pre-Owned’s selection of pre-owned Toyotas, they also carry extensive inventory of the other brands that ranked highest in the latest ALG Perceived Quality Study, including used Fords, Hondas, Subarus and Nissans. These brands have earned their reputation for quality, and customers have found that models from these automakers tend to get them more bang for their buck when it’s time to resell them or trade them in.
About Quirk Automotive:
Quirk Automotive, with 13 convenient locations in Braintree, Quincy and Manchester, is where Massachusetts and New Hampshire vehicle buyers turn for the widest selection of quality new and used cars at great prices. Their friendly and knowledgeable staff will help you find the right model at the right price, and their dealership service centers will provide expert care and maintenance for your new or used car. You can call them781-843-8400, check them out online at www.quirkcars.com, or become a fan on Facebook at www.facebook.com/quirkcars.
