Tesla Motors Moves Up to 5th Place Overall in Consumer Reports 2014 Brand Perception Survey

FEB 5 2014 BY ERIC LOVEDAY 10

Tesla Display At 2014 NAIAS

Tesla Display At 2014 NAIAS

Last year, Tesla Motors scored only 47 points.  This year, the automaker scored 88.

Tesla Moves Up to 5th in Consumer Reports' Brand Perception Survey

Tesla Moves Up to 5th in Consumer Reports’ Brand Perception Survey

In Consumer Reports’ 2014 Brand Perception Survey, Tesla Motors shot up the chart, landing in fifth place overall.

Only Toyota, Ford, Honda and Chevrolet are now above Tesla in the Brand Perception ranking.

As Consumer Reports states of Tesla:

“The brand to watch is Tesla Motors, which jumped from 47 points last year, to fifth position and 88 points this year. Tesla had a strong, very public year, with soaring stock prices, magazine awards, sterling crash-test performance, and even claiming the spot as the top-rated car by Consumer Reports. Innovation, performance, and sleek styling is clearly gaining attention and making a positive impression. By accumulating points in several categories, Tesla was able to raise its overall score. This highlights the value of being good at multiple things, rather than relying on a single facet.”

What does this brand perception score reflect?  Here’s what Consumer Reports says:

“These scores reflect how consumers perceive each brand in seven categories: quality, safety, performance, value, fuel economy, design/style, and technology/innovation. Combining those factors gives us the total brand-perception score. While the scores reflect a brand’s image, they do not reflect the actual qualities of any brand’s vehicles.”

Of course, whenever there’s a score assigned to a vehicle we need to know how the score gets assigned.  Here’s how:

The Consumer Reports National Research Center conducted a random, nationwide telephone survey from Dec. 6 to 15, 2013, and collected survey data from 1,578 adults in households that had at least one car.

Overall brand perception is an index calculated as the total number of times that a particular make was mentioned as exemplar across seven categories, weighted by category importance, and divided by the total unaided awareness of the brand. (Interview subjects were asked what brands exemplified the traits, instead of being read a list of brands.) That approach compensates for awareness level, ensuring that every brand has an equal chance of leading a category, not just the best-selling or most well-known brands.

Category scores reflect the number of times that the particular make was mentioned as a leader for the particular attribute, again corrected for awareness.

And finally, here’s a look at the top and bottom 10 in Consumer Reports 2014 Brand Perception survey.

Brand Perception Score

Brand Perception Score

Source: Consumer Reports

Categories: Tesla

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10 Comments on "Tesla Motors Moves Up to 5th Place Overall in Consumer Reports 2014 Brand Perception Survey"

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WOW Above Mercedes and BMW, that is big Tesla….

I’d say at least half of their market cap is in the value of brand they’ve been able to construct. Granted, a lot of that is due to excellent engineering, but it’s absolutely incredible how well their ad-less marketing has worked.

The sad thing is that TSLA shareholders are not going to want to do anything to cheapen that brand value. The Model E is going to be mid-40’s before tax credit. The BMW 328i is their price target.

yeah but Ford and Chevy being 2 & 4 is a real puzzler.

Not puzzling to people who own Ford and Chevy. There are many and they tend to like their brands. I like my Chevy Volt and Chevy Silverado. 🙂

I dunno, I’ve owned Fords and Toyotas. I see Toyota in a MUCH better light than Ford. I simply can’t imagine buying another Ford but would consider a Toyota. I know a number of people that have similar points of view.

It totally depends on when you owned those cars, as far as I can remember my parents only bought Hondas, but after a couple of friends told us that Toyota was better, they decided to have a change and bought a Camry in 2007, to replace an 1992 Accord. That Camry which was an automatic base model was just awful, the inside was plasticy and parts such an handle broke off. Even worse the drive was weird with the accelerator having delayed reactions, and finally when they recalled it in 2009 they were fed up and could believe that the car was dangerous so they traded it in and got a Ford Fusion SE 2010, because it felt nice to drive and was cheaper than the Accord. Now if you ask my dad he will swear that the ford is the best car he has ever driven and that came from a guy that never bought domestic before. In fact I ended up buying a Ford Focus Electric which is equally amazing, because our family now trusts ford.

Not if you consider that GM & Ford sell a lot of vehicles – and people tend to like cars they buy.

Excellent PR progress. 🙂

The Chevy Volt was the most satisfying car for 2 years in a row, but I guess this study didn’t study individual models, just ‘companies’, so I assume for Tesla that would include the “roadster and S”.

Be interesting to see if the Volt is still #1 in the ‘car model’ category.

So much about these gadgets revolves around style and being an early-adopter.
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