Auto Trends

Welcome to Part 2 of our BrandIntel study on green vehicles and how they were being received by consumers. Today we ask the question, which manufacturers have the most “green” credibility?

Well, it’s no surprise to find that Toyota, Honda, Mercedes, and Volkswagen are within the top, due to their well respected hybrid and diesel vehicles, but it was surprised to find to find GM was one of the most discussed brands with its weaker diesel/hybrid lineup. The overall chart findings by BrandIntel were as follows:

1. General Motors , 214 volume of discussions, 18% popularity, and medium-low consumer sentiment

2. Toyota, 177 volume of discussions, 15% popularity, and high consumer sentiment

3. Honda , 102 volume of discussions, 6% popularity, and very high consumer sentiment

4. Chevrolet, 101 volume of discussions, 8% popularity, and medium-low consumer sentiment

5. Ford, 72 volume of discussions, 6% popularity, medium consumer sentiment

6. Volkswagen, 50 volume of discussions 4% popularity, very high consumer sentiment

7. BMW, 41 volume of discussions, 3% popularity, and high consumer sentiment

8. Chrysler, 35 volume of discussions, 3% popularity, and medium-low consumer sentiment

9. Cadillac, 33 volume of discussions, 3% popularity, and high consumer sentiment

10. Mercedes, 31 volume of discussions, 3% popularity, very high consumer sentiment

11. Lexus , 28 volume of discussions, 2% popularity, and low consumer sentiment

What are these consumers really saying?

Positive:

“I might have agreed with your logic if this ‘mild hybrid’ Malibu had cost substantially less than the full hybrids, but starting price is only slightly less than the starting price of a Prius or Civic Hybrid that gets much higher mileage. For anyone doing a substantial amount of driving, paying an extra $2K and getting nearly double the mileage would be worthwhile.”—Chris M, Autoblog Green

“GM has beat Toyota in the green car race. Another car company can only equal GM in their supportof hybrids. Even if it’s HORRIBLE mild hybrids, it will improve things.”—Lascelles Linton, Autoblog Green

Negative:

“That Toyota would side with Ford, GM, and Chrysler, and compromise on 32 MPG by 2022 is downright lame, especially when they can gain serious marketing leverage out of supporting the CAFE standard of 35 MPG by 2020.”—Lorna Li, Ecogeek

“This shows me more than anything else, that they only want to barely comply with CAFE standards, and don’t have any interest in really improving the situation. This is the biggest reason to demand an increased to CAFE standards.”—pdk, Clean MPG

“E85 isn’t the answer, it’s good to have cars that can run on it in case we have to, but honestly it’s a short term thing.”—Nate, GMBlogs

So, ultimately consumers do care about the green credibility of different manufacturers as long as it aligns in their best economic interest and the cost isn’t prohibitive for what they’re receiving (such as a Civic vs. Malibu Hybrid).

How do you feel about this finding?