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Auto on Info May 2007
Does GM Mean Junk and Ford Too? Toyota and Honda Shine Again.
By James B. Bleeker
The Reputation Institute, headquartered in New York, conducted a 29-country survey on the trust, esteem, admiration, and favorable feeling that consumers hold for 1,000 companies and their products or services. For each company, there was selected a representative sample of 100 consumers who were familiar with the company and who resided in the country in which the company is headquartered. For the entire survey, there were more than 60,000 online interviews conducted between 15 January 2007 and 1 March 2007. Resulting scores were "standardized to remove cultural bias," but the methodology for standardization was not stated. The possible range of standardized scores is 0 to 100. The 600 largest companies were ranked, the ranks of the top 200 were made available to the press.
RESULTS:
1. In the top 20, there were only two auto manufacturers:
a. Toyota Motor Corporation (with a 1998-2002 Reliability Percentrank average of .90) in 6th place and
b. Honda Motor Company (with a 1998-2002 Reliability Percentrank average of .88) in 20th place.
2. Not in the top 20 but in the top 200 were the following auto manufacturers:
a. BMW AG (with a 1998-2002 Reliability Percentrank average of .39 for its BMW line and .36 for the company) in 34th place,
b. Suzuki Motor Corporation (with a 1998-2002 Reliability Percentrank average of .48) in 82nd place,
c. The Tata Group (an auto maker headquartered in India and without U.S. sales) in 125th place,
d. Maruti Udyog Ltd. (an auto maker headquartered in India and without U.S. sales) in 159th place,
e. Nissan Motor Company (with a 1998-2002 Reliability Percentrank average of .73) in 161st place,
f. DaimlerChrysler AG (with a 1998-2002 Reliability Percentrank average of .26 for its Mercedes-Benz line and .40 for its Chrysler Group of lines) in 170th place,
g. Volkswagen AG (with a 1998-2002 Reliability Percentrank average of .22) in 171st place,
h. Mahindra & Mahindra Ltd. (an auto maker headquartered in India and without U.S. sales) in 195th place.
2. Nowhere in the top 200 were:
a. General Motors Corporation (with a 1998-2002 Reliability Percentrank average of .32) and
b. Ford Motor Company (with a 1998-2002 Reliability Percentrank average of .48).
The following charts suggest that the reputations of BMW, Suzuki, and DaimlerChrysler have outlived the quality of their products by more than a decade.
Volkswagen's reputation may have outlived the quality of its products by several decades.
For investor's whose investment criteria encompass product and/or service quality, the list of the 200 most-respected companies may be accessed at http://www.reputationinstitute.com/events/RepTrak_Pulse2007_PressRelease_May2007_USltr.pdf. Note that it will likely often be necessary to correct for divergence of reputation and quality, i.e., for corporate reputation outliving corporate quality. Such investors may also wish to take a look at http://www.smartmoney.com/cover/index.cfm?story=may2007&pgnum=2.
Source for reputation ranking: "Table: The World's 200 Most Respected Companies," at http://www.reputationinstitute.com/events/RepTrak_Pulse2007_PressRelease_May2007_USltr.pdf
Source for Reliability Percentranks and Percentrank averages: Table I-MVRP
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