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The full-size truck market is going through many changes of late. New trucks introduced by GM and soon Toyota will each have a significant impact on where truck buyers spend their money in the future. What makes the full size truck buyer tick? A study released by J.D. Power might just have the answers.

Domestic truck buyers seem to have the strongest reason for buying a domestic truck. A full 48% of those surveyed stated that they wouldn't buy an import specifically because they do not want an import-branded truck. Import truck buyers feel strongly to the contrary, but only 33% stated that they would avoid a domestic for the same reason.

Some other concerns stated by the domestic truck buyers group were that they just did not like the look or design of the imports (33%) and that they didn't believe that an import-branded truck would be rugged enough (20%). Conversely, an extremely small number of them (5%) stated reliability as a concern with an import, where reliability of a domestic branded truck was very high on the list of the import truck buyer at 25%.

Full-size truck drivers are a very dedicated and brand-loyal bunch. They're savvy consumers whose opinions are often overlooked by know-it-all marketers. This survey clearly shows the strong perceptions of the group and should be given the weight it deserves by all manufacturers, domestic and import.

Read the press release after the jump.

[Source: Automotive Digest via J.D Power]

J.D. Power and Associates Reports:Brand Origin Continues to Play a Critical Role in Vehicle Consideration by Large Pickup Truck Buyers Vehicle Styling is the Top Reason Consumers Avoid Consideration of Some Models

WESTLAKE VILLAGE, Calif.: 30 November 2006 - Although the large pickup truck segment encompasses both domestic and import brands, vehicle brand origin continues to be a top reason new-vehicle buyers avoid certain large truck models, according to the J.D. Power and Associates 2006 Avoider StudySM released today.The study, which examines the reasons consumers fail to consider particular models when shopping for a new vehicle, finds that nearly one-half (48%) of buyers of domestic-branded large pickup trucks avoid import models within the segment because they specifically do not want an import-branded truck. Conversely, 33 percent of import buyers report the same with regard to domestic large pickups. Domestic-branded truck buyers also report avoiding large pickup trucks from import brands primarily because they did not like the look or design (33%), and also believed the pickup was not rugged enough (20%). However, very few buyers of domestic large pickup trucks question the reliability of the two import brands, with only 5 percent avoiding models for this reason. Conversely, reliability is one of the top reasons import large pickup buyers avoid a domestic brand, with 25 percent avoiding domestic models based on reliability concerns.

The perception of poor reliability as a reason for avoidance can also have a long-term impact on a brand or model. For example, buyers may avoid a brand or model today due to reliability issues that occurred several years ago. "With the fully redesigned Toyota Tundra, Chevrolet Silverado and GMC Sierra being launched for the 2007 model year, the large pickup truck segment is steadily being refreshed and diversified," said Steve Witten, executive director of marketing research at J.D. Power and Associates. "Making updates and improvements to vehicles can be critical in addressing buyer concerns, especially among buyers who shy away from models because of styling or reliability based on brand origin perceptions. These enhancements can go a long way toward improving buyer confidence and changing opinions." The study also finds that across all vehicle segments, styling continues to be the top reason buyers avoid considering some models, with nearly 50 percent of all avoiders indicating that the look/design of the model was a reason for avoidance. Styling typically determines the buyer's first impression of a model, and if a buyer dislikes the styling, they generally will not pursue that model any further. Vehicle styling, reliability and high cost, respectively, represent the top three product reasons for avoidance.

The 2006 Avoider Study is based on responses from more than 39,000 owners who registered a new vehicle in May 2006.About J.D. Power and AssociatesHeadquartered in Westlake Village, Calif., J.D. Power and Associates is an ISO 9001-registered global marketing information services firm operating in key business sectors including market research, forecasting, consulting, training and customer satisfaction. The firm's quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.About The McGraw-Hill CompaniesFounded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in the financial services, education and business information markets through leading brands including Standard & Poor's, McGraw-Hill Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2005 were $6.0 billion.

Additional information is available at www.mcgraw-hill.com.

Media Relations Contacts:John TewsDirector, Media RelationsJ.D. Power and Associates5435 Corporate Drive, Suite 300Troy, MI, 48098(248) 312-4119, or cell (248) 321-5109john.tews@jdpa.com

Syvetril Perryman Media RelationsJ.D. Power and Associates2625 Townsgate Road, Suite 100Westlake Village, CA 91361(805) 418-8103syvetril.perryman@jdpa.com



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  • 30 Comments
      • 8 Years Ago
      #22, Murphy, I'm with ya man. I just don't understand these people who think Toyota is an American company simply because they produce some vehicles in the U.S. and employ some people here. Even after these layoffs, both GM and Ford employ many times more than Toyota and pay them more to boot! Heck, GM and Ford have had to layoff more people than Toyota employs. Why? For some reasons of their own doing for sure. But, they had help from crappy trade policies, exchange rates and a number of other issues already discussed here and at other sites.

      Yes, GM and Ford have made mistakes in the past but they've also made some pretty darn nice vehicles too. I have never had a major issue with a GM vehicle and I've had many over the years. I currently own a Mercury Grand Marquis and it's a great car for the money. I've driven it for 50 thousand miles and have been completely satisfied. I will not buy an import because that money does go to that foreign company and out of the U.S.A. GM and Ford may build some vehicles outside the U.S. but at least the profit comes back to Detroit. As long as GM and Ford produce a good quality vehicle for a good price I will continue to buy them. My experience with them has given me no reason to go elsewhere and I will do my part to make sure our country doesn't loose more jobs and that one of the last major manufacturing areas here remains viable.
      • 8 Years Ago
      toyotaphil in case you didn't read my comment thanks for the support buddy. if you love the japans so much why don't you move there. you live in America act like it. Domestic companies had quality issues in the 80's but as of late all major car companies are fairly equal in quality. oh yeah and as for the gm/ford building outside the U.S. that crap didn't start till Americans sold out there own country to the Japanese (people like you phil). Now we have to compete with companies that take advantage of workers and don't pay as well(your beloved toyota,nissan,honda,etc). My friend works for a company that supplies parts for honda and they don't make crap and have crappy benefits. So yeah they employ some americans but for minimal wages/benefits.

      After WWII the japanese stated that the next time they attacked america they would defeat us without firing a single shot. I can see how they'll do it. Maybe by using the American people against its own country. That would be pretty sweet to go into another country set up shop and all you have to do is sit back in japan and collect a paycheck from the non-loyal people there. So on behalf of the whole country of japan thanks for donating to our cause.
      • 8 Years Ago
      Well I guess we will find out who has the real smarts here. Rick Wagoner and Bob Lutz or the guys from Toyota. While GM's pickups are very popular, they have not been right on alot of things recently. I think if Toyota keeps the price on their new pickups very competitive they will take more market share. After all as we are heading into a recession, just how great will the pickup market be anyway???
      • 8 Years Ago
      brand loyalty? our company has twelve pickups to service a large fleet of road trucks. nine gmc's, one ford, and two tundra's. the tundra's were given to the sales fleet because they could'nt handle the weight or stress that the gmc's or ford mastered. fuel economy was a no brainer. keep the tundra's empty, and they come close. the lease is up in august, and it's back to gmc. now that is what brand loyalty is all about. and the recalls? 3 to one toyota.
      • 8 Years Ago
      "Full-size truck drivers are a very dedicated and brand-loyal bunch. They're savvy consumers whose opinions are often overlooked by know-it-all marketers."

      D@mn right we're savvy consumers, I drive a '01 f350 dulley 9500 lb empty(most the time loaded 11500lb) 226,000 miles put through hell every day. Im for sure not buying a Tundra, never ever.

      "Its funny how people still label Toyotas as "imports" when American Toyotas haven't been imported in years,"

      Its still a Japanese company
      • 8 Years Ago
      #17: "If 48% won't buy an import, that means 52% will. Doesn't sound like much loyalty to me."

      Exactly. If Toyota can only capture a small percentage of those who are willing to buy an import, can you imagine how much revenue that generate for Toyota? Toyota knows they have to start with small gains, and the rest will follow suit.
      • 8 Years Ago
      I agree that Americans should be forced to buy only their own products. On the same hand, they shouldn't be allowed to sell those products to anyone else. Kinda like the USSR. Obviously they can't take the competition.

      So Toyota, bring you factories to Canada. Canadians have been buying American products too long. If the US don't want imported vehicles, Toyota can use the subsidised factories used to make American products in Canada. You heard from the Americans, Canada. Americans don't want you making their vehicles if THEY have to buy them.
      • 8 Years Ago
      "And BTW, it is great that the owner loyality of the Japanese is not as much as the domestics but we still need to have a pic of the Japanese trucks under the headline about strong owner loyalty."

      -I think that your being a little emotional about that, I mean it's a photo!!!


      • 8 Years Ago
      Their loyalty to American brands trumps their loyalty to the enviornment. I like how Jamie Kitman described the styling of American pickups, "in your face, masters of the universe".
      • 8 Years Ago
      Waiting for Michael Karesh to weigh-in and promote his website.

      Tick-tock. Tick-tock.
      • 8 Years Ago
      "Their loyalty to American brands trumps their loyalty to the enviornment."

      Yeah, that hybrid pickup from Toyota and their non-hybrids are so much more fuel efficient than the American competition. Oh, wait, there is no Toyota pickup hybrid. And wait, yet again. Toyota 4x4 pickups get less MPG (less efficient) than every Silverado 4x4 pickup. And the 4x2 pickups get about the same or worse than the Silverado.



      "I think the reason Toyota keeps on doing well every year is because it is not overpaying its CEO's and other top level employees unlike other car companies."

      Or maybe with the exchange rate from which Toyota earns billions of dollars could pay the top execs salaries from GM easily. So I doubt that is the problem.



      And BTW, it is great that the owner loyality of the Japanese is not as much as the domestics but we still need to have a pic of the Japanese trucks under the headline about strong owner loyalty. With all the money Toyota makes they probably didn't have to pay for that free advertisement. Or maybe the pick was there because Toyota has ads on autoblog. I guess we'll never know why one would be so moved to have a pic of the loser as the headliner.

      I wonder if a brand loyalty survey of mid-size cars was done if the pic under the headline would be an Aura (even though it isn't the best seller)? The answer is never. There was no mention of Toyota's loyalty in the article following links from here to automotivedigest.com to jdpower.com so it doesn't seem to make sense why Toyotas are in the pic. I guess when you make billions and you have lots of money to advertise then everyone (including autoblog) wants a piece. Or someone really wants to Toyota to win in the end so much so that they help out free of charge.
      • 8 Years Ago
      you're never buying an imported truck huh? do we forget that the money you spend for that dodge goes back home to germany,ford has pledged to invest 9 billion dollars in mexico plants and general motors outsources and builds vehicles in china.get a grip on reality.it is a plain fact that for years toyota has had a proven track record when it comes to reliability and the domestics have had a proven track record when it comes to unreliability.
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