The current Toyota recalls have had massive effects on the automaker's sales but the issues have had less of an impact on current Toyota customers than owners of other auto brands, according to a recent survey conducted by Corporate Research International (CRI), a national leader in customer feedback and consumer insights.
Only 6.5 percent of current Toyota customers polled reported they would not purchase a Toyota again because of the recalls. In contrast, a greater number of owners of other car brands indicated they were less likely to purchase a Toyota in the future, due to the recalls. More than fifty percent of Subaru owners, for example, indicated they would not purchase a Toyota in the future as a result of the recalls.
Among those respondents who indicated they were planning a car purchase within the next five years, the majority (66.4 percent) of those seriously considering purchasing a Toyota said they were still likely to purchase a Toyota in spite of the recalls. However, consumers considering Chrysler (21.7 percent), General Motors (13.4 percent) and Ford (18.3 percent) report still willing to consider purchasing a Toyota.
"Toyota has spent years building loyal customers," said Mike Mallett, CEO of Corporate Research International. "This is a true testament to the power of customer attachment and the importance of building good relationships with consumers so when trouble hits, your customers stand by you."
CRI received more than 1,640 completed surveys from its nationwide group of panelists. These panelists responded to the survey from February 19 - March 2, 2010. The survey asked consumers about their car buying behaviors. Respondents represented all regions of the country and were restricted to completing only one survey each.
Through ongoing surveys, CRI continues to assess changes in consumer perception resulting from the recent Congressional Hearings and continuing problems with Toyota vehicles.
