Brand Perception

Kinja'd!!! "Arrivederci" (arrividerci)
10/08/2019 at 14:00 • Filed to: None

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Reading the article on the front page about Nissan’s new CEO and then many of the comments, it started me thinking about brand perception as many commenters likened Nissan to a step above a Buy Here Pay Here lot. Ouch.

Here’s how I’d rank the major (non-luxury) manufacturers, share your BHPH rankings in the comments :

0. Buy Here Pay Here
1. Mitsubishi
2. Nissan
3. Dodge
4. Kia
5. Hyundai
6. RAM
7 . VW
8 . Jeep
9 . Chrysler
10 . Chevrolet
11 . Ford
12. GMC
13 . Honda
14 . Subaru
15 . Mazda
16 . Toyota


DISCUSSION (8)


Kinja'd!!! VajazzleMcDildertits - read carefully, respond politely > Arrivederci
10/08/2019 at 14:26

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This is corroborated by my most recent salesman who closed with it earlier this year at Avondale Toyota. He was an expat from a Nissan dealership and I asked him the difference between Nissan and Toyota drivers, and he said “credit.” 


Kinja'd!!! Arrivederci > VajazzleMcDildertits - read carefully, respond politely
10/08/2019 at 14:31

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Hah.  Funny, but I’m sure true.


Kinja'd!!! 412GTI > Arrivederci
10/08/2019 at 14:38

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(ranks including big dealer names)

0. JD Byrider

1. Drivetime

2. Mitsubishi

3. Nissan

4. Kia

5. Dodge

6 . Hyundai

7 . Jeep

8. Chrysler (My dealer puts way more credit criminals in Jeeps)

9. Chevrolet

1 0. Ford

..Same as your list. Maybe Swap Subaru & Mazda 


Kinja'd!!! BrianGriffin thinks “reliable” is just a state of mind > Arrivederci
10/08/2019 at 14:53

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That’s an interesting list. In my experience, VW is much, much higher - the service I got at a VW dealership while buying a car  was almost as good, perhaps even better, than at Porsche or Lexus. Their service department was good too, though the service write was a bit old and dumb.

All FCA should be together, slightly above Ford but just slightly. All Ford dealers are slimy. Hyundai/Kia too.

I guess Subaru and Toyota are the best, but that’s not a particularly grand hill to top.


Kinja'd!!! Arrivederci > 412GTI
10/08/2019 at 14:58

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Hah - JD and Drivetime would be at the top for sure.


Kinja'd!!! Arrivederci > BrianGriffin thinks “reliable” is just a state of mind
10/08/2019 at 15:00

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I might’ve been a little hard on VW - the local dealer here is great, but I’ve been in touch with a number that weren’t so good.

It would be interesting to get an actual poll out there and see if results are similar across the board or regional.


Kinja'd!!! Under_Score > 412GTI
10/08/2019 at 17:21

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US AUTO SALES


Kinja'd!!! Under_Score > Arrivederci
10/08/2019 at 17:27

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Down here, every dealer is subprime-seeming, but it’s also the area. The Nissan dealer definitely has some of the nicest people in town, and new Nissan’s are everywhere (it’s a small dealer).   Back home, t he Nissan dealer my sister got her Rogue from was great. They had over 100 new Rogues for sale and everyone was pleasant. It was a surprisingly good experience. The Subaru dealer seemed too outdoorsy and the American dealer didn’t seem personable.