Back in July, a mid-year study from YouGov found Ford to have higher brand perception than any other company in the US. While Ford failed to top the year-end study, it still has plenty to brag about. The final BrandIndex report shows that online retail giant Amazon edged out Ford for the top ranking, while Subway, the History Channel and Lowe's rounded out the top five spots.

For Ford, it's still an improvement from sixth place in the 2012 study, and, more importantly, it dominated other automakers in terms of brand perception with a clear advantage over Toyota, Honda, Chevy and Volkswagen. To determine how well – or not so well – a brand is perceived, YouGov uses a Buzz score that asks respondents whether they've "heard anything about the brand in the last two weeks, through advertising, news or word of mouth" and whether it was positive or negative. While it isn't clear how many respondents were included, YouGov does point out that Ford had a strong presence in social media, advertising and newsworthy toward the end of the year.

For more details about the study and the top companies, check out the press release posted below.


I'm reporting this comment as:

Reported comments and users are reviewed by Autoblog staff 24 hours a day, seven days a week to determine whether they violate Community Guideline. Accounts are penalized for Community Guidelines violations and serious or repeated violations can lead to account termination.


    • 1 Second Ago
  • 37 Comments
      James
      • 1 Year Ago
      Here is what I have heard about Ford: 1) Near last place reliability in Consumer Reports; 2) Have a much older buyer than Toyota or Honda ... Ford is an old people brand; 3) Dealers are frequently unable to fix problems; Yea. Buy American. How is that for a brand positive comment?
        James
        • 1 Year Ago
        @James
        and: 4) MPG scandals; 5) Engine fires; 6) Infotainment system is a disaster
        drof
        • 1 Year Ago
        @James
        James take your sippy cup and have a time out you uneducated brat
        Harry & Fran
        • 1 Year Ago
        @James
        PROVE ANY of you irrational Rants!!
      Eskimo
      • 1 Year Ago
      Ford makes inferior cars and exploit their loyal customers by forcing them to buy Mustangs with archaic solid axle suspensions for 20 years longer than they should have. As a ex-Ford lover and owner of 6 Mustangs, I will never forgive them for exploiting the loyalty of their customers .
        bullitt2605
        • 1 Year Ago
        @Eskimo
        Many Mustang owners preferred and still do prefer the solid axle. It's part of what makes them so durable.
        merlot066
        • 1 Year Ago
        @Eskimo
        And does GM exploit their customers forcing them to buy a Camaro with an OHV engine and a gas guzzler tax on their top tier ZL1 because they can't modernize their powertrains? Oh the humanity!!!
          atc98092
          • 1 Year Ago
          @merlot066
          Um, a pushrod engine is an OHV engine...
          mylexicon
          • 1 Year Ago
          @merlot066
          If you look at a pushrod engine next to an OHV engine, you'll see why pushrods came after camshafts. It has nothing to do with modernity.
          Cayman
          • 1 Year Ago
          @merlot066
          Seeing that a pushrod engine has a camshaft, I don't think you need to look at the engine to understand why a camshaft had to come first. Pushrods don't replace a camshaft.
          mylexicon
          • 1 Year Ago
          @merlot066
          I meant OHC. Pushrods came after OHC and pushrod engines are visibly smaller than OHC engines.
        Dean Hammond
        • 1 Year Ago
        @Eskimo
        HOLD IT.....so you've had 6 mustangs yet complain vehemently about the Solid Rear Axle....seems to me after 6 YOU DIDN'T LEARN YOUR LESSON.....jeez I wish Autoblog would screen posters for idiocy...Im sure ford will miss you...a lot.....also, no one is EVER forced to buy anything....its THEIR choice, no even happens to be one syllable for those like yourself that have difficulty.....
        Cayman
        • 1 Year Ago
        @Eskimo
        You're going to carry around this grudge for Ford because they don't want to make the exact car you want. And as Dean mentioned, you kept buying Mustang after Mustang after Mustang... Do you think it may be time to seek some help?
      al4gg10
      • 1 Year Ago
      Why are FORDs rated LAST in Quality / Reliability in almost EVERY Category ? Perceiving Ford as a top brand is very funny to me ! Just wait till those New Ford Owners start to put the miles on those POS cars ! If their ever was a car company deserving of the Lemon Of The Year Award .... FORD would take just about every category ! I'm not talking about initial driving impressions or how a test drive went. Own one / drive one / put miles on it .... pucker UP !
      U crazy
      • 1 Year Ago
      American consumers are idiots
        bullitt2605
        • 1 Year Ago
        @U crazy
        It's called freedom of choice try it sometime but don't let anyone see you.
      Black Dyanmite
      • 1 Year Ago
      That's why nobody knows or cares about YouWipe, I mean YouGov..... BD
      mylexicon
      • 1 Year Ago
      According to whom? I just read the study methodology. Buzzworthy vaporware based on a two-week window. I'm pretty sure people form brand perception over much longer periods of time, particularly when it comes to cars.
        Cayman
        • 1 Year Ago
        @mylexicon
        According to YouGov. It's in the very first friggin sentence of the article.
          mylexicon
          • 1 Year Ago
          @Cayman
          I friggin answered my own friggin question about the friggin survey sample in my very first friggin post. Did you friggin' read that friggin far, friggin Cayman?
      jebibudala
      • 1 Year Ago
      LOL at YouGov.com . The same organization that claims Obama currently has an 86% positive approval rating. They also claim that people who disapprove of Obama are, "Arrogant, Dishonest, and Deceitful"
        Bryan Rex
        • 1 Year Ago
        @jebibudala
        hi jebibudala, I think you need to learn how to read. Nowhere does it give Obama an 86% approval rating.. in fact it says 7969 approve and 14,487 disapprove. Learn to read and comprehend what you are reading before you try to make comments that potentially thousands will read. And please, google what a percentile is.
          jebibudala
          • 1 Year Ago
          @Bryan Rex
          Copy & Paste from YouGov: Barack Obama Statistics: Percentile Scores Positivity: 86 (The strength of positive feeling for this public figure) I can't read, so I copy & paste instead.
          Jesse Gurr
          • 1 Year Ago
          @Bryan Rex
          jebibudala, Sorry that isn't what it means. Right next to it in the Controversy rating it says 94. 86 and 94 don't equal 100. He can't have an 86% approval rating and a 94% disapproval rating at the same time. That number actually means that he is viewed more positively than 86% of other public figures. Please read and understand before commenting. Thank you for playing.
      Mr Sled
      • 1 Year Ago
      Who did they poll, retirement villages everywhere? Ford has made progress, but I don't believe this.
      the.fog
      • 1 Year Ago
      This is exactly why the media has been touting Ford recalls. Trying to destroy rankings like this.
      Harry & Fran
      • 1 Year Ago
      America's Ford Motor Company has designed, engineered, and produced the BEST , award-winning lineup of high quality, great performing, fuel efficient, high tech, highest safety rated vehicles on the Planet, and achieved all this WITHOUT Hussein Obama/Pelosi Taxpayer "Bailout Money" !! The RESULT: The World is buying Ford Motor Company vehicles in Record Numbers and Most People "Perceive FORD as the Most Respected Auto Brand"! WHY--Ford Earned it the American Way through HARD WORK !! DRIVE ONE!!
        al4gg10
        • 1 Year Ago
        @Harry & Fran
        If you want Nothing BUT Problems With Your Vehicle then FORD is definitely YOUR ANSWER ! Last in Quality / Reliability .... but they are selling .... owners just don't know what is waiting for them ! Service advisors saying "The Vehicle Needs To Learn The Way You Drive" for every problem that the vehicle has ! OMG !!! The Lemon law was created for these new FORDs !
      Avinash Machado
      • 1 Year Ago
      What a pointless survey.
      Ajr Ajr
      • 1 Year Ago
      "YouGov uses a Buzz score that asks respondents whether they've "heard anything about the brand in the last two weeks, through advertising, news or word of mouth" and whether it was positive or negative." So all this says is how much negative press a brand has received, because thats all the average Joe remembers. What a worthless rank regardless of who's #1
    • Load More Comments