Lexus and Toyota top The Harris Poll 2016

Perceived dependability of Lexus and Toyota gets them across the line




The 28th annual ‘The Harris Poll’ has been dominated by Lexus and Toyota in the automotive categories.

The awards name the top 100 brands across a number of different categories including travel, media entertainment, retail and automotive and are based on more than 97,000 consumer surveys conducted in the US.

This year Lexus took out the Luxury Automotive Brand of the Year title for the first time, while stablemates Toyota was the Full Line Automotive Brand of the Year for the second consecutive year.

Joan Sinopoli, vice president of brand solutions at Nielsen, which owns the Harris Poll, says the Toyota and Lexus brands performed particularly well this year.

“Within the auto category some brands, like Lexus, are delivering exceptional customer experiences with a reputation for dependability, while parent brand Toyota, maintains it focus on dependability at a fair price.

“Thus Toyota brands, while always high performing, this year are set somewhat apart from the rest.”

2016 Harris Poll EquiTrend Luxury Automotive Brands of the Year:

  1. Lexus
  2. Porsche
  3. Acura
  4. Mercedes-Benz
  5. BMW
  6. Tesla
  7. Cadillac

2016 Harris Poll EquiTrend Full Line Automotive Brands of the Year:

  1. Toyota
  2. Honda
  3. Ford
  4. GMC
  5. Chevrolet
  6. Nissan
  7. Subaru

While the study also found that younger car buyers are increasingly interested in cars and brands that offer electric or hybrid powertrains.

Sinopoli telling us brands perceived as having a positive environmental impact were more likely to have brand equity momentum, or be considered “on the way up.”

“Tesla checks off a lot of boxes for Millennials—not only is it environmentally responsible, but it’s luxury, it’s an unparalleled connected experience, and it’s just plain cool.”

Other brands considered “on the way up” included Smart, Fiat and Nissan.

Meanwhile, Volkswagen, impacted by the emissions testing scandal, is at the top of the list of auto brands considered “on the way down.”




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