REPORT: "Buy American" still sways shoppers
The J. D. Power Escaped Shopper Study examines why customers look at one model of car, but ultimately buy another. The result: when it came to choosing a domestic or an import vehicle, shoppers chose one or the other for different reasons.
According to J.D. Power, almost 80% of new-vehicle buyers limit their considerations to only domestic or only imported cars. (A recent Wall Street Journal piece on Detroit's perception gap said 54% of buyers are "import intenders," who only consider foreign cars.) Buyers who chose American generally did so because they simply didn't want to buy an import, with price -- the lack of incentives, say -- being a secondary consideration. Import buyers cited issues with interiors, reliabibility, gas mileage, and resale value as reasons for not buying domestic.
[Source: J. D. Power]
Coming to the same conclusion that the Wall Street Journal did, a J. D. Powers research manager said "These findings point to continued difficulties for the Big Three in Detroit as they try to win back some of the market share they lost to the imports. It also suggests that too few U.S. consumers have caught on to the fact that cars and trucks offered by Detroit automakers are in many cases as good, if not better, than their rivals from Asia and Europe." The verdict was that Detroit can either spend more money to get customers, or "find vehicle specific opportunities, such as styling or promoting a positive dealer experience, that can have an immediate impact on consumer perceptions of the brand." Detroit, you have your mission, should you choose to accept it.
Reader Comments (Page 1 of 5)
Chuck U. Farlie 8:09PM (9/27/2007)
Last time I bought American it wound up being Mexican, or is that a State now too like Canada is?
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icetraxx 8:20PM (9/27/2007)
Do not disrespect the sovereignty of our neighbors to the north (and south).
Chuck U. Farlie 8:30PM (9/27/2007)
Sorry, but as a Canadian I couldn't help from making fun of myself and now apologizing politely!
icetraxx 8:51PM (9/27/2007)
I was actually thinking to myself how ironic it would be if you were Canadian.
SPG 9:33PM (9/27/2007)
Chuck U. Farlie,
That's not exactly the kind of attitude we need right now. I'm a fan of irony and sarcasm but c'mon buddy, show some patriotism.
Icetraxx,
next time you're up in Canada I'll treat you to a Flu shot.
joe 10:28PM (9/27/2007)
Patriotism?
Hmmm, seeing how America is generally built upon a free-market economy, how about we show patriotism by buying products that offer the best feature/reliability for the buck? Thus increasing competition among companies which means better products for lower prices?
Or does patriotism mean "supporting our economy" no matter how cruddy the "domestic" companies are?
The UAW strike illustrates how ill-conceived domestic buyers are. GM could care less about jobs for Americans as long as they can stay afloat and avoid the red-tape. They are a business first and foremost.
Should GM be labeled as unpatriotic if they hesitate to pay an American to tighten lugnuts all day for $45+ per hour?
Mikeeeeeeee 10:24AM (9/28/2007)
Hye, SPG
Would that flu shot be this year or do I have to make an application for next year??????
The Other Bob 12:49PM (9/28/2007)
Joe: ":Hmmm, seeing how America is generally built upon a free-market economy, how about we show patriotism by buying products that offer the best feature/reliability for the buck? Thus increasing competition among companies which means better products for lower prices?"
Sounds great. How about you limit your buying habits to domestics, as well as only import products whose country of origin also respects the so called "free market" you love. If the Japanese and other protectionist countries bought our products, your point about free markets might have validity.
SPG 2:33PM (9/28/2007)
Mikeeee
Flu shots
If last year was any indication (as you probably guessed, that's what I'm referring to) then I'd get in line now.
And it's gonna be a long line.
Ron 8:20PM (9/27/2007)
To say "Buy American to Support America" just to fend off Imports or Foreigners away is just plain ignorance. We all buy cars for reliability, price, style, or whatever and if an American car or Import is awesome according to you, then so be it. Just shut the hell up with the import vs. domestic if you can, if not, please shut the hell up or find someone to argue with.
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AlexP 8:29PM (9/27/2007)
I totally agree with you.
paul34 9:10PM (9/27/2007)
Absolutely. It is also an outdated concept - globalism, like it or not, is how things are now. It's getting to the point where a good is just a good... and there won't be "american" goods or "chinese" goods or what have you.
Eventually, origin will become moot. The world is getting smaller - and I think a lot of people are scared for no reason.
Jon 8:41AM (9/28/2007)
I agree with you as well. I think that to be totally "American" in a global economy is to vote for the product with your hard earned US Dollar. This is the purest form of democracy available to an "American" today. I will be buying a new or fairly new vehicle next year. I live in Michigan and I am a member of the General Motors "family," but I will still look at all my options and vote for the car I find the best in my eyes with all of the options in front of me. If Ford happens to be the best of my options, then I will vote for them, but if it happens to be Honda that is all right as well.
Bryan 8:44PM (9/27/2007)
I will always buy American. Im not a follower, and I support this country no matter what. That is a true American.
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JerryB 11:32PM (9/27/2007)
That is such a myopic and dangerously simplistic mindset it's almost funny. Would you support America if our President decided to invade Canada to secure access to North Shore oil fields? "No matter what' means right or wrong, I support my government. That's the kind of mindless chauvinism that enabled the Third Reich to imprison Jews, invade Poland, and wreak hell and havoc on Europe.
On a less tragic note, if we all decided to buy American cars "no matter what" we would simply doom ourselves to buying unreliable rattletraps that fall apart after three years. Didn't we get enough of that abuse in the 60's and 70's?
Bryan 1:32AM (9/28/2007)
You call me simple minded yet you have to make fun of me to get a point across. I support my country in any way I can. I think, therefore I am liberal. Yes, I am a liberal who drives an American car. No I did not vote for Bush. Yes I am from Texas. Blowing your "simple" mind yet?
Snowdog 7:14AM (9/28/2007)
I don't think there is anything wrong with using "where it was built" as part of your buying decision. I think it only becomes a problem when it is the over-riding factor.
If I get down to two cars and one is assembled in my country (Canada) then they get bonus points for that.
Or if I get down to two cars and one is assembled in Japan and the other in China. The car from China gets minus points.
But in the end I look at the cars that interest me first, where it was built last.
jeff hughes 11:16AM (9/28/2007)
Bryan,
I agree with you about buying American. The idea that we are in a global world is correct but I would rather have the majority of my American dollars stay in America versus a bank in Japan.
I am sure that everyone that has bought a toy for their kid doesn't care what the percent of lead in the paint is. Being manufactured in the Far East just says reliable, dependable, and the smart buy. None of these will make your kid walk backwards and shake.
bison 11:13AM (9/28/2007)
I'd be happy to buy American products and support American workers, but this is complicated by the presence of the UAW. Do I want to spend money that I earned in a free market economy to help support a government protected, socialist organization? This seems worse than paying taxes.
Alex 8:51PM (9/27/2007)
i think american companies have come a long way in the interior department. especially chevy, that had some flat out awful interiors, but they are turning the corner.
as for why i buy... depends on the car. daily driver? reliability and mpg - honda civic. truck? reliability and strength - ford f-250. sunday car? passion and style - jaguar xjr.
country of origin does not play into the equation.
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