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ALG measures perceived quality by asking consumers to tell us what they believe about the quality of the vehicles associated
with each brand. We do this by partnering with Zogby International, a well-known survey firm, to survey approximately 3,000
4,000 U.S. consumers biannually to gauge perceptions of mainstream and luxury brands.
The table on the right shows the latest ALG PQS results
for mainstream brands. In parenthesis is the change in
percent versus the previous survey in Fall 2009.
BMW and Mercedes have equally shared the #2 spot behind Lexus, and with the 6% declines in Lexuss PQS, Mercedes has
now claimed the top spot with a modest increase of only 0.8 ppts versus the Fall 2009 survey.
Saab was the only other brand in the luxury sector to experience any significant changes since the last Automotive Consumer
Attitude Survey. Saab narrowly escaped obsolescence, just recently falling into the arms of high end sportscar maker Spyker
after being nearly abandoned by GM. Concerns over the brands future combined with an increasingly long in the tooth product
lineup contributed to erosion of the brands perception of quality. The much anticipated 9-5 arriving in showrooms in mid-2010
should serve as a reminder to consumers that Saab is not only still in the market, but making competitive luxury products. The
eccentricities of its new Dutch parent company complements the quirky Scandinavian roots of Saab nicely, which is likely to
appeal to cult-like followers of the brand. It remains unclear, however, when and if Saab will be able to regain both the loyal
customers it has lost in recent years and the prestige of a European luxury brand.