It’s funny sometimes how brand perception can vary across continents. While public perception of Ford’s quality has struggled for decades in North America, in Europe it’s a different story. Ford of Europe and the UK has long had a top reputation for building good cars.
Reader’s Digest polled over 24,000 respondents from 15 European countries about what brands they trust most. Ford won it’s division as Britain’s most trusted car brand. Now if they could just get that loyalty across to the North American public they might get things on track.
BRENTWOOD, Essex, 11 April, 2007 Ã¢â‚¬â€œ For the seventh consecutive year Ford has been voted by Reader’s Digest readers as Britain’s most trusted car brand.
Ford won its category in the 2007 Reader’s Digest European Trusted Brands survey, which covers 15 countries, 38 product categories and assesses over 24,000 replies.
This annual multi-country study of consumer attitudes and opinions specifically relates to everyday products and services. It identifies by country the brands consumers themselves claim to trust the most. The factors assessed include value for money, image and quality and also the consumersÃ¢â‚¬â„¢ perceived relationship between their trust in brands and criteria such as Ã¢â‚¬Å“responsibility towards the environmentÃ¢â‚¬Â and Ã¢â‚¬Å“high ethical standardsÃ¢â‚¬Â.
This is the seventh year of the survey, which is one of the biggest and widest-ranging consumer surveys of its type. The UK on-line survey took place between October and November 2006.
European respondents were drawn from the Reader’s Digest customer database of 4.5 million homes across 15 countries. June 2007 editions of ReaderÃ¢â‚¬â„¢s Digest magazine across Europe will carry a section summarising the results of this survey.