Despite a series of Toyota recalls in the United States in 2009 and 2010 that damaged the Toyota brand (a brand which had long been associated with quality and reliability), Toyota hung on to take the top spot as the world’s largest auto manufacturer of 2010.
However, Toyota spokesman Paul Nolasco claims in an article published on the BBC website that selling the most cars in the world is not as important to the company as boosting profits and being number one in customers’ minds in terms of service and satisfaction.
Quality, service and satisfaction have certainly been Toyota brand promises around the world, and despite the Toyota recalls, the brand still owns the word quality in consumers’ minds. There is simply so much trust and belief in the brand from its loyal followers that even recalls couldn’t keep this brand down. You can’t buy that kind of brand equity — the kind that can keep a brand at the top despite problems that would destroy another brand.
However, as the BBC reports, Toyota sales are still down in the United States in comparison to previous years, and General Motors is pushing hard in the United States and around the world to regain the title of biggest car maker, which it held for 80 years before relinquishing it to Toyota in 2008. All eyes are on Asia, specifically China, where General Motors is having great success. 2010 marked the first year that General Motors sold more cars in China than in the United States.
There is a saying that tells us, “the more things change, the more they stay the same.” I can’t help but think of that phrase as I watch the players in the auto manufacturers’ game of chess move around the board. Who will be the short-term winner? Who will be the long-term winner? Only time will tell.
What do you think? Leave a comment and share your predictions for these brands.
Latest posts by Susan Gunelius (see all)
- Coca-Cola Contour Bottle Turns 100 This Year - March 3, 2015
- World’s 50 Most Popular Brands - February 25, 2015
- Brands with the Most Loyal Customers in 2015 - February 18, 2015
- The World’s 50 Most Innovative Companies in 2015 - February 14, 2015
- UK Consumers Will Share Private Data with Brands Under Certain Conditions - February 4, 2015