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Old 12-07-2006, 06:38 AM   #1
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Interesting take on Imports vs. domestic

This was in this morning's SEMA bulletin:


IMPORT VS. DOMESTIC—WHAT MAKE PICKUP BUYERS CHOOSE
Although the large pickup segment encompasses both domestic and import brands, vehicle-brand origin continues to be a top reason new-vehicle buyers avoid certain large truck models, according to the recently released J.D. Power and Associates 2006 Avoider Study(SM).
The study, which examines the reasons consumers fail to consider particular models when shopping for a new vehicle, finds that nearly one-half (48%) of buyers of domestic-branded large pickup trucks avoid import models within the segment because they specifically do not want an import-branded truck. Conversely, 33% of import buyers report the same with regard to domestic large pickups. Domestic-branded truck buyers also report avoiding large pickup trucks from import brands primarily because they did not like the look or design (33%), and also believed the pickup was not rugged enough (20%).
However, very few buyers of domestic large pickup trucks question the reliability of the two import brands, with only 5% avoiding models for this reason. Conversely, reliability is one of the top reasons import large pickup buyers avoid a domestic brand, with 25% avoiding domestic models based on reliability concerns. The perception of poor reliability as a reason for avoidance can also have a long-term impact on a brand or model. For example, buyers may avoid a brand or model today due to reliability issues that occurred several years ago.
"With the fully redesigned Toyota Tundra, Chevrolet Silverado and GMC Sierra being launched for the 2007 model year, the large pickup truck segment is steadily being refreshed and diversified," said Steve Witten, executive director of marketing research at J.D. Power and Associates. "Making updates and improvements to vehicles can be critical in addressing buyer concerns, especially among buyers who shy away from models because of styling or reliability based on brand origin perceptions. These enhancements can go a long way toward improving buyer confidence and changing opinions."
The study also finds that across all vehicle segments, styling continues to be the top reason buyers avoid considering some models, with nearly 50% of all avoiders indicating that the look/design of the model was a reason for avoidance. Styling typically determines the buyer's first impression of a model, and if a buyer dislikes the styling, they generally will not pursue that model any further. Vehicle styling, reliability and high cost, respectively, represent the top three product reasons for avoidance.

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Old 12-07-2006, 07:15 AM   #2
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Quote:
Originally Posted by Denis4x4
The study, which examines the reasons consumers fail to consider particular models when shopping for a new vehicle, finds that nearly one-half (48%) of buyers of domestic-branded large pickup trucks avoid import models within the segment because they specifically do not want an import-branded truck.

I often wonder about the reliability of the number-crunching in studies like this. 48% of domestic buyers avoid truck imports, but avoiding imports doesn’t make it to the top 10 reasons for avoiding a vehicle?
I’d like to see a study on the top 10 reasons for avoiding a non-Airstream RV.
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Old 12-07-2006, 07:36 AM   #3
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I agree with ROG. I know that my number one reason for avoiding imports is BECAUSE their imports. This reason does not even appear on the list.
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Old 12-07-2006, 08:29 AM   #4
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Though I like domestic vehicles, my main reason for not even considering an import is because they to date have NOT been able to tow a good size trailer. They have talked big numbers, but most of us here know that those numbers were inflated, smoke and mirrors and/or outright misleading. Take the VW Tourag for one. Titan also comes to mind where more folks upgraded beyond it because it was not really up to the task of towing a 6000 or 7000 Airstream, even with the BIG TOW PACKAGE.

If the imports want folks who buy domestics to consider them, the first need a REAL 3/4 ton chassis and drivetrain. To date, they have missed the boat completely in both these areas.

When the imports do actually figure it out and get a real 3/4 ton and not some fluffy 1/2 ton with inflated numbers, I'll be the first to take a look at them when that time comes and I believe that time will come. Until that time though, GM, Ford and Dogde have the market for folks that tow over 2.5 tons.

I will say this as an owner of a domestic 3/4 ton SUV. It's the best vehicle I have ever owned to date. Fit, finish and reliability have not only met, but in most cases exceeded my expectactions. When one plunks down a bit over $40k for an SUV, the expectations are high, not low just cause it's a domestic.
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Old 12-07-2006, 08:32 AM   #5
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Let's see.

The line between domestic and imports is becoming pretty hazy. The top selling Fords are built in Mexico. GM is bringing in engines from China. Lots of "domestics" are built in Canada.

OTOH, my Hundai was built in Alabama. It does have some imported parts (transmission) because it was an one of the first 2005 V-6s built. Toyota trucks from San Antonio, and on and on.

My 3 Chevy trucks have been totally reliable; my current truck has never been back to the dealer except for a rear door squeak. I see no reason to go import (or domestically produced import brand) for reliability.

The bottom line is that there is no current import truck equivalent to my Duramax (or equivalent Ford or Dodge diesels). I consider all three domestic brands roughly equivalent. When and if I ever replace my diesel (37,000 miles to date) I will look at the entire field of suitable replacements and the choice will depend on price, performance, and my personal impression that the interior is a place where I want to spend a whole lot of hours.

By the way ... the new Silverado/GMC is a real knockout in my opinion. Wish I had that 650 foot pounds of torque in my early 2004.
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Old 12-07-2006, 03:37 PM   #6
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My 2006 Ford F350 wasn't built in Mexico. I'm not sure why, but the imports just don't have the styling of the domestics. There is something about the domestic big pick-ups that seem more serious, like " form following function". They just seem to look more heavy duty than the imports and I think that they are. It's the one thing that the American auto makers got right and I don't think the imports will ever be able to beat us in the truck market.
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Old 12-07-2006, 03:59 PM   #7
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By the way ... the new Silverado/GMC is a real knockout in my opinion. Wish I had that 650 foot pounds of torque in my early 2004.[/quote]


For about $500 you can have that.....with a chip.
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Old 12-07-2006, 05:04 PM   #8
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I would have to agree, the new Silverado and it's GMC counterpart are really nice trucks. I will say this to the imports (or should I say foreign owned companies credit), they most likely are the main reason GM has the interiors they have across the board now. Love my 04 Burb, but the interior of the new Burb and new SUV and truck line is just outstanding, let alone the ablilities they have to get the job done.

If it weren't for trucks like the Titan, Tundra and others, maybe GM would have left the plastic like interior the had for many years.

All in all I'd say the domestics (American owned companies) are firing on all 8. They have perception issues that hopefully they will overcome and with products that I've seen, they may just do that.

Though I'm not a Ford person, I do hope they turn it around....it's not looking very good at all for them.....last time I saw it this bad, Chrysler was bailed out by the U.S. Government.
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Old 12-07-2006, 06:16 PM   #9
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Hi Guys,
spare a thought for us in England. Anything over 7'6" wide and 22' body we have to use a tow vehicle weighing over 7000lb! Never mind getting the AS down a country lane - it will go wherever the tower can go! :-)
Marc
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Old 12-07-2006, 06:48 PM   #10
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I am in the same place as Pahaska. My '94 Silverado with Duramax has had exactly zero problems in 50,000 miles. Not so much as a burned out bulb.

Prior to this truck I drove one Chevy Astro for 300,000 and another for 200,000 miles with exactly one unexpected part failure in that half-million miles. It is difficult to see how the imports are going to be more reliable than that.

I've got two Mercedes (or maybe just one if I can't find a new fender for the '87 190 diesel that had a deer encounter), and my first vehicle was a '67 Datsun pickup, so I'm not anti-foreign, but really, it is hard for me see what Toyota has to offer that is so exciting.

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Old 12-07-2006, 06:52 PM   #11
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the take home message from the jd powers survey that started this thread is branding matters

it is not about where the truck was assembled or where the components were made...

it's about the badge...

this isn't new information. brand names matter to the masses in the usa and worldwide.

this has been shown time and again with many car models...

and this is one thing the ge'em folks understood...

that is why the izusu diesel in the light trucks is called a duramax...

yes i know the engine plant/s is new and yes it's on us soil...

but ge'em sold off and out of diesel technology when they moved d.d.

realizing the new popularity of diesels (estimated to double in the next 6yrs)...

they needed back in the game; rather than develop new technology in house,
they used and purchsed the technology from their japanese partners...izusu.

that's ok but the name was critical...had to be called something that would play out on the farm...dur a max does.

that's really ok, because most makers of common, high volume mass appeal vehicles are really just assembly lines...

interiors from somebody, engines too, trannys and brakes and even electronics, platforms and body panels..

they no more 'make' the cars/truck than they make the tires or petrol...

but they do get to use the brand names or 'make' up brand names that appeal to the target market...

which is the whole point of the jd powers truck survey..branding matters


and few folks nationwide understand where the parts were made, or even the nationality of company stockholders...

cheers
2air'

the u.s. citizens/government bail out of c-p-d happened in a different time, with different issues and a completely different u.s. economy.....

the issues faced by ge'em and ford currently are so different than c-p-d in the 70s that the only commonality is...

internal combustion

last year folks were making the same chrysler-chevy comparisons, as in would there b a 'bailout'...

ge'em did do one interesting thing recently...

they sold majority interest in their only profitable domestic division...

they did this to raise money for the health care/pension legacy issue.

which IS the big problem for ford and chevy motors...

while the average person shops brand name only...

oh yea and pric and rebates and gas coupons...
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