What you need to know

A series of major recalls has rocked the automotive industry throughout this decade, and no company or brand has been spared. Consumer perceptions of the industry have been affected by the recalls, but there are ways brands can adapt to changing consumer perceptions and loyalties.

Consumer perceptions of brands, consumer trust of brands, and consumer loyalty have always been ever-evolving factors that can heavily influence how brands are marketed and how well brands perform, but the number of high-profile recalls in the past five years may change how consumers relate to the industry.

It’s not just recalls, either. A changing market and changing consumer base means that many truisms of the past are outdated. Between changes in the amount of true car enthusiasts, the rise of social media, and the increased use of the Internet as a research tool, consumers’ relationships with the industry are ever-changing, and major events like a series of large recalls are just part of the story.

This report will look at how recalls have changed consumer perceptions while also exploring other factors that influence consumers’ perceptions, loyalty, and trust of automotive brands.

Definition

For the purposes of this Report, Mintel has used the following definitions:

Franchised Dealerships

  • A new- and/or used-car dealership that has a franchise agreement with a major automotive manufacturer.

Recalls

  • An action taken by a manufacturer to recall a product that has a defect in order to remedy the problem. This can be voluntary, but it is mandatory in the case of a safety issue.

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