By: Kurt Thompson

In the world of advertising, the consumers perception of your product is everything and when it comes to selling automobiles, this is no different.

Consumer perception is influenced by a variety of things including hands-on experience, word of mouth, and marketing. The way a consumer perceives a brand name vehicle can mean the difference between making a sale or having the car sit yet another day on the lot.

Consumer Reports conducted Car Brand Perception Survey for 2011 that reflected a vehicles brand perception level across seven areas including safety, quality, value, performance, design/style, technology/innovation, and environment. The survey consisted of a total of twenty different brands such as Cadillac, Jaguar, Jeep, Volkswagen and on.

Topping the charts was Toyota followed closely by Ford. Trailing third came Honda and a close fourth was Chevrolet. When you really think about it, it isn’t a surprise that these brands trump even the most luxurious of cars in a public perception survey. Their advertising campaigns reflect a broad spectrum of qualities that many consumers factor in most to car shoppers.

What is truly amazing is that Toyota has managed to stay on top of leader board only a year and half after its unintended acceleration which recalled close to 9 million vehicles worldwide. A business disaster such as this could threaten the reputation of even the strongest company. However, through a strong a public relations and advertising campaign, they have managed to stay on top of the competition. A truly remarkable feat.

Toyota’s story alone is a clear example of the power of consumer perception. Consumer perception doesn’t relate necessarily to the actual qualities of a vehicle, but rather what the consumer believes what the quality of vehicle is. In your next advertising campaign, consider promoting a broader spectrum of your brands qualities rather that focusing on just one. This will undoubtedly improve your prospective customers perception and increase your chances of making a sale.