http://blogs.cars.com/kickingtires/2...in-a-bran.html

"Would Lindsay Lohan be more popular if she changed her name to Oprah? Or would things be even worse if she opted to go by Osama, instead?

Just how important is a name in obtaining acceptance and avoiding failure?

According to a new study by CNW Marketing Research, a name is vital, and to prove the point, CNW did some moniker-switching to learn whether consumers held a vehicle in high or low regard based on its brand name.

It held a variety of consumer clinics using the Chevy Cobalt and Scion xB as examples. In addition to showing the cars with their true names, it switched badges to see what, if any effect, brands had on consumer perceptions about quality and reliability and if the name had any impact on whether they held the car in high or low esteem.

The conclusion: name matters.

CNW found that when Cobalt carried its original Chevy badge, it rated 6.9 out of a possible 10 ranking. But when it carried a Toyota badge, the rating rose to 8.6. If, rather than Chevy, the Cobalt was labeled a Ford, the rating fell to 6.2 and if called a Chrysler to 6.1. Those who favor a return of Fiat to the U.S., take note. When a Fiat badge was put on Cobalt the approval rating sunk to 4.8.

When a Scion xB was rolled out carrying its Toyota badge, the rating was 8.4, but when replaced with a Chevy badge, the rating slipped to 6.3. Chevy shouldn't feel too bad: when a Ford badge was added on the xB to gauge reaction, the rating fell to 5.9 and Chrysler to 5.2. And Fiat fared poorest, with a 4.2.

One can only wonder what the outcome would have been if CNW tested a Yugo badge.

There are, obviously, explanations for this phenomenon. Poor quality among the domestic automakers in the '70s and '80s along with outstanding quality among the imports in the '90s, especially among Japanese brands like Toyota, has created a perception among consumers that if a car carries a Toyota nameplate, it is infallible.

While recent quality surveys among companies like J.D. Power and Associates have proved that domestic quality has made solid gains, and is comparable to that in most imports, it is difficult to change consumer perceptions.

"The problem for some brands can be traced to long memories and the lack of attention to detail in the past," said CNW general manager Art Spinella. "Squeeks or rattles in the '60s or poor paint in the '90s still haunts certain brands to this day. It took Toyota 15 years to establish its credentials."


Fuck badge whores

I laugh at the retards that buy 325i and C230s

They should have gotten a G35 instead

^ i kid... somewhat

 

Well I DO have to say I've never been impressed by any C class Benz I've been in.

 

I'd get a 328 over a G35.

Speed isnt everything.

 

Fair article.

Still can't see what's so great about the BMW 5er. I'm almost positive that if you ripped off the BMW logo on that sedan and slapped say, a Kia or someother "lesser" maker's, people'll be retching and going oh-gross everywhere.

But, that's the way it is.

 

^ says the king of the badge whores (Crazy Sellout, yumcha just posted before me)

if i swapped a propeller badge with that of a yugo i bet you'd take the bait!

kidding... or am I? =P

no but really, i'm talking about the people that get a base 325 for like 30k, when they don't really buy it for what it's good at. Handling, steering feel, etc. Instead they buy it as a status symbol when in reality its just a lowly 325i with a single disc cd changer no heated seats and halogens =P

I think a TSX would have suited those peoples needs much better, just that it doesn't have the status.

Oh well.

 

People still listen to CDs?

 

People still get Halogens on a 30k car?

 

People still use the RWD justification if the vast majority can't tell or have the skills to note the difference?

 

People still blame BMW specifically when it comes to "badges"?

 

and while I agree there is a fairly big amount of brand whores...I believe the well-educated typical high 30's-low 40's 3 series owner, knows more than the badge to drop 30grands on a 325i.It's a good car if you don't need the extra power or the gimmicks(navi etc).The TSX is a very good car but the 3 series is different.

 

People are sheep.


That goes for the G35 comments, by your logic why get that when you can get an Altima that comes with almost the same options. Because we all can admit the G35 has a better build quality than a maxima. Thats your status.

BMW earned their status just like Infinti did in the past few years by making quality cars with quality materials. Sit in a 3series next time and hit the center console, its rock soild. Then get into a TSX and hit the center console, you will notice the difference.

You get what you pay for and judging a car solely based on options is just silly. IMO

 

ummm i don't tap my console enough to justify the 5k over a TSX thanks.

i kid... I'm sure there are many things that make the 3er that much more expensive than a TSX, although i'm not too sure most people appreciate what those things are.

Anyways, back on topic, i support the articles claims that people are stupid badge whores =P.

 

Then you can buy an accord and save a few grand too over the TSX.

Im sure you get my point by now, but i agree almost EVERYONE is a badge whore. That goes for anything we buy... im sure you dont shop at walmart for clothes.

 

Well it's basically BMW and Mercedes who holds the most prestige. That's why the A8L which IMO is a beautiful car inside and out sells like shit compared to the S and 7. Great car, no name = no sales, well in that segment anyways.

 

Their loss, that's how I see it.

 

I don't want to get into a long drawn out debate, but your comment doesn't sit well with me. First, let me say that I would NEVER buy a 325 or C230. Thats just me. But, I don't see what the big deal is if other people do

Heres the thing... yes I admit that there is a little badge/brand whore in all of us. However, to a certain (and sometimes great) extent, I think its justified. Compare, for example, a 325 to a Chevy Cobalt. Most people would probably think that the 325 is a better car than the Cobalt, based on the badge alone. But if you looked at the two cars and compared them in all the subjective categories, my guess is the 325 would beat the Cobalt in every single one. The performance, the resale value, the crash test ratings, and although not as easily measurable, the build quality, the reliability, and the level of workmanship. In my eyes, that makes the 325 A BETTER CAR. So I don't see anything wrong with people paying more money for a quality automobile. People do it with clothes, homes, tvs, and just about everything else. Why should cars be any different.

Another thing you have to consider is reputation. The various car makers have earned their reputations, and this effects their perception amongst the public. But again, I think this is justified because they did in fact EARN these reputations, over several decades. Honda/Acura didn't earn their reputation for high reliability by building pieces of shit that break down every 3 years. Lexus didn't earn their reputation for great customer service by treating their customers like crap. BMW didn't earn their reputation for great handling/steering by building cars that can barely stay in a straight line. And GM didn't earn their reputation for poor quality by building Bentleys with Pontiac badges on them. So I think there is nothing wrong with basing your perception of a badge/brand on reputation. Many times, that may be the only thing to base your perception on.

Finally, your comment about a G35 over a 325 or C230. Why should they pick the G35? Mercedes, BMW, and Infiniti are all luxury brands. You'd be getting a great car no matter which you chose. Obviously, you being a 17 year old male, performance is a top priority with you (which is fine, I'm 28 and its a top priority with me too ) BUT, it may not be a priority with others. Some people may want a quality built, reliable, luxurious car and care nothing about performance. Hell with gas prices these days I don't know if I'd blame people wanting to get smaller engines. I certainly don't think anybody who doesn't buy the fastest car within their budget is a retard. But thats my opinion, and you're entitled to yours. Sooooooooooo, end rant.

 

Sidenote: Toyota did badge and sell some Chevy Cavaliers in Japan......which the Japanese car buying public resoundingly rejected.

 

I get it bad when it comes to badge whores. One of my buddy's little brother has a Cayman S and talked so much shit about my Pontiac. i got so fed up with the kid that i said, i bet my piece of shit will run your car into the ground. So he was on. I ran under his conditions. We ran off the line, from rolls at various speeds, everything. And you know what? I ran him every single time by bus lengths. My car may not be as admired as his, and people may look down on me for owning a pontiac, but it runs great, runs hard, and didnt cost me much. Bottom line is, that i'm happy with what i have despite what people think. Hell, i even like what Hyundai is doing and may even consider one, that doesnt mean i dont like BMW's and Benz's.

 

The free 48 month/50K scheduled maintenance?

 

According to 99% of the population....3-series > G35

According to SeCsTaC....

Infiniti > God > Ditka > 72 Dolphins > 85 Bears > Babe Ruth > Sliced Bread > Jessica Alba having sex with Lacey Chabert and Kate Beckinsale > ........(every known entity in the universe except a bucket of dog shit and BMW)......... > bucket of dog shit > BMW

 

.. really? (maybe you were just trying to make a point)
but no...

and @ shadzilla, comparing the 3 series to the chevy cobalt is not even fair. price difference

 

I just used those models as examples. Really the comparison should be brands, the makes and models are interchangeable. So compare any BMW/Infiniti/Lexus/Mercedes to its Chevrolet counterpart. Yes there will be a price difference between the luxury car and the Chevy in its class (compact, midsize, SUV, sports coupe) but thats part of my whole point. You get what you pay for, and like I said in my first post, I don't see anything wrong with people wanting to pay more money for a higher quality automobile.

 

Very well said

 

Okay, who are these retards that can't tell a Chevy from a Ford from a Toyota and why would we care what these idiots think?

 

This is why I try not to distinguish cars by brand, but by model.... I think this is something that most true car enthusiasts do anyway.

It's like people making the argument saying that Acura's are 'just' Honda's... yeah, and? Most of the cars in the Acura line up are great cars, I like the TSX for what it is, not because it's a Acura, and I can care less if ppl say it's an Accord (and even the Accord is a great car), and I like the 3 series for what it is, not because it is a BMW. Same thing with the s2k, sometimes ppl ask me what kinda car it is and when I tell them it's a Honda, they go "oh....". A great car is still a great car regardless of the brand.

Personally, 99% of the American cars don't attract me (I guess because of the styling), but I wouldn't mind having a GTO, simply because it is a great car.

Personally I have no problem with badge wholes, but I can't stand the people who think the brand of car they own is > * and everything else is a piece of shit (we've all seen these ppl on car forums), and call themselves a car enthusiast. They're merely taking the car as a status symbol in their mind.

 

Those are the average people who buy things based upon appearance (about 80% of the population). This is a car enthusiast site -- marketers rarely go for people who live in these niche areas since it's not an efficient use of their (limited) resource dollars.

The masses are just that ... masses who follow like sheep. Through the ingenuity of marketing, companies develop a brand image ... and then can price things based upon their brand power. BMW has the sophisticated 'ultimate driving machine' angle ... and has the goods (M series, etc) to show for it.

Now ... if you look at niche markets (ie Ferrari, Aston Martin ... high end model cars), they don't need to market since the masses will never be able to buy their stuff. They put ads in places like Robb Report or other publications that their clients will attend / read.

We all are brand whores -- the example by the OP (original poster) is skewed toward the totally ignorant in cars but the value they have (with their ratings based upon brands) is invaluable to marketers and the company themselves. Companies pay big money for focus group info! That's how they will develop a new strategy if their current one isn't working.

Anyway ... I'm not surprised at the findings in the OP. It goes to show you what the media affects people's influences on a simple thing like branding but on an expensive purchase like a car.

 

Get Real.........There are NO _4 DOOR SPORTS CARS_!!!!!
.
There are only 2 dr sport cars, and they are called coupes. There are no 4 dr coupes, because coupe means 2 dr!!!
'
'
Talk about a name......the dealers like to call 4 drs, 4 dr sport cars.
You only have to say the words, "sport car", and know its a 2 dr.
'
'
The dealers like to tell you that its a 4 dr sports car to make those poor shackeled guys feel good, because their wives won't let them by a 2 dr, because HER mothers fat ass can't get in behind the seat of a 2 dr.
.
So its supposed to make them feel better driving a 4 dr family car. ..ITS
NOT A SPORTS CAR...
. I don't care what the car has or how much horse power or bling...its still a 4 dr family car with horsepower and bling.......ITS NOT A SPORTS CAR, coupe!!
.
.
Get Real.......I tell my son , guys who can't get laid get married before 30, and guys who can get laid get married after 30.. ..what do you want to spend your money on..diapers or sports cars?????

THERE ARE NO 4 DOOR SPORTS CARS OR COUPES!!!!

oNLY 4 DR FAMILY CARS.

a

 

why don't you tell us how you really feel.

 

We'll forgive the OP because he is so young and naive.

BMW is about badges, YES, but more important it *delivers*. It is not a value I want; it is a CAR first. So I don't mind spending more. K-Mart buyers, look elsewhere.

People who bashes at BMW are typically the ones with no actual experience with them and judge grossly by specs and remote impressions. In brief; the stupid way to do it.

Have a Bimmer for a few dances over a few days. Odds are that you'll have your heart pinched when you'll return the keys.

 

Couldn't have said it better myself. Nothing worse than someone giving their opinion on cars based on specs from magazines.

 

The Accord doesn't offer a 6-speed manual with a 200 HP 4-cylinder. And the TSX is pretty much a Euro Accord R with a nicer interior.

I love Hondas. I don't love Honda. I want a WS6 Trans-Am, 96-02 Camaro SS and I'd even take a Terminator. And I really considered getting a Mk. 4 GTI, Mazda 6, MR2, Celica, and 325i before. Someday though, I'm currently on the hunt for a Legacy GT. And yes I've shopped at Wal-Mart for clothes before.... and Costco too.


Only a badge whore would fiercely reprimand others when someone else puts down his brand of car. And only he would fiercely defend his brand, as if it mattered. E46s are damn nimble and the interior is great, that's probably why they didn't change it too much for the E90s. E46s are damn nimble and I wanted a 330ci badly before. BUT, I know several people who had different incarnations of 3-series, X5s and there is always at least 1 electrical problem. My cousin's X5 has a gauge cluster which has a line that displays warnings (i.e. brake bulb missing/broken, etc.) is unreadable. The letters are all scrambled up. Same thing happened to another guy I know with an X5.

And as for bashing someone because of the fact that's he 18 years old is the one of the most immature things I've ever heard.

The S2000, Civic Si and CBR600RR are all vehicles that I want. But I'm quick to admit that Honda does have its flaws and one of the first to bash them. Most of their vehicles right now are FWD so you can't get tail happy, and YES I have driven at the point where I do notice the difference, not just when I'm at a standstill and then dump the clutch.

I'm sorry, but I've seen this whole "interior quality" test before. If you're going to try to convince someone else that interior quality is better in one car than in others by knocking on the center console, you're only fooling the sheep that can't tell a Toyota from a Ford. The day when I hear a BMW salesman try to convince me that the new 3-series has better quality materials than its rivals by asking me to knock on the center console is the day I burst out laughing in his face. I even heard an Acura dealership salesman say that the TL Type-S is supercharged and even then I didn't laugh.

The whole knocking on a panel reminds me of Richard Hammond testing the C6 on Top Gear. BFD. I still want one badly, I could care less if he thinks the car is shit because the panels have hollow sounds when I knock on it. If the interior is laid out well, and it LOOKS good and FEELS good when I touch it, then that's all I'm asking.

I like the current generation of Benzes and the ones previous (aside from the G-Class, R-Class and SLK) but what stuck out in my mind was a ride in a W208 (older CLK) I don't give a shit how much inherent quality there is in the interior materials, those seats sucked ass. Too firm, and Mercedes reasons some crap about you're more alert when the seats are firm.

Badge whores are those who identify with a brand/manufacturer itself. Non-badge whores are those who identify with the models which a manufacturer has to offer. I like bashing badge whores more than bashing brands.

 

Oh, another kid.

 

When i was 18 i used to talk about how much RWD sucks in the snow and how no one should ever get one.

Like you said, i never even experienced it to even be able to say anything. But thats what the sheep told me to say.

 

hear hear costco

 

Please don't include Ditka and the 85 Bears in that comparison

 

srt6 FTW. to hell for overpaying for an AMG MB

 

OR SRT8

 

I don't think anyone is saying BMWs suck, just that people buy the badge, not the car which is true. I can say with out a doubt that more than 50% of BMW owners buy the car because of the badge. The worst badge whores are those with base model stripped down versions too.

 

 

I've been wanted to comment here, and this is actually my 3'rd reply that I've typed, but I never submitted the other 2...

I will say this: I thought I knew everything when I was 18, and boy was I wrong. If I knew then, what I know now, things would be a lot different...