Toyota's reputation slowly recovers, YouGov perception tracker reveals

Toyota's long-term brand damage may not as bad as initially feared, according to polling data from YouGov.

Reputation recovery: Toyota
Reputation recovery: Toyota

The firm's daily brand perception tracker suggests that the auto manufacturer's brand health in the UK is already recovering after the damage inflicted by the recall of several million vehicles across the world.

Immediately following the recall announcement and subsequent negative press coverage, Toyota's brand perception scores in the UK dropped dramatically from seventh out of 50 car brands at the beginning of December to 40th at the end of February.

However, the general impression of the brand, which fell from a net positive score of 34 per cent in mid-January to a low of minus 11 per cent on 19 February, has not continued to deteriorate at the same pace and has actually recovered slightly to nine per cent, according to the latest data.

Additionally, satisfaction scores among recent Toyota customers have only declined by two percentage points, from ten per cent in mid January to eight per cent at the end of February.

Ray Martin, head of products at YouGov in the UK, said: ‘Given the extent of Toyota's initial decline, it will be interesting to see whether this levelling out of the scores is the start of a recovery, assuming there is no more bad news around the corner.'

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in