The results of J.D. Power and Associates 2009 Avoider Study are in, and it looks like Chrysler is the biggest loser. Unlike weight-loss reality shows, that’s not a good thing.
The study looks at the reasons consumers give for avoiding certain brands, and as in years past, the top reasons are styling, pricing and perceived reliability. However, this year’s GM and Chrysler bankruptcies have added a brand new category: brand future. This reason was given by 18% of avoiders, making it the fourth most cited reason.
The top five brands consumers avoided due to concern over “future viability” were, in order: Chrysler, Dodge, Hummer, Pontiac and Saturn.
The GM brands are all dead or being sold, but — unfortunately for Chrysler — the Chrysler and Dodge brands are its volume sellers. Predictably, Ford, Lincoln and Mercury brands did not scare away consumers.
Through its examination of 19 all-new models, the study also found that the greatest obstacles for new vehicles were styling and a lack of awareness among consumers. For instance, high levels of buzz helped the Chevy Camaro sell, but styling put off many potential buyers of the Ford Flex and Nissan Cube.
The Avoider study is based on responses from 45,000 new-vehicle owners in 2009.
