Asian brands top trust list with Tesla seventh

Asian automotive brands dominate the leader board as Australia’s most trusted car companies, latest research from the Roy Morgan Risk Monitor shows.

The top six positions are filled by five Japanese car companies led by Toyota, Mazda, Honda, Subaru and Nissan along with South Korean car company Hyundai in sixth.

Tesla is the highest ranked American brand in seventh.

Former Australian car manufacturer Holden, which ceased local production of cars in 2017, is notably missing from the top 10 trusted automotive brands, while Ford is the second-ranked American brand in tenth.

Mercedes-Benz is the only European based company to make the top 10 at eighth, ahead of South Korean based Kia in ninth.

Roy Morgan chief executive Michele Levine explains that in a tough automotive sales environment maintaining a high level of trust, and minimising distrust, is vital for car companies looking to maintain or grow their sales.

“It’s well known that Australia’s automotive market is in a rough spot at present with sales of cars in Australia dipping in the last two years after reaching a record 1.189 million in 2017.

“Automotive sales declined by 3% in 2018 and have continued this decline so far in 2019. Roy Morgan’s latest automotive buying intentions show that although the shift to a preference for buying SUVs has continued since 2017 this hasn’t translated to a lift in the overall market.”

High rankings for Toyota and Mazda are supported by the latest Roy Morgan vehicle buying intention by brand, the two also topping that.

“Tesla’s strong showing as a one of the most trusted automotive brands in Australia is unsurprising given its eco-credentials and innovative brand reputation,” Levine says. “Tesla appears to be shaping the future of the car industry.

“In contrast the poor result for Holden comes as Australia’s most iconic car company announced that its most recognisable car, the Holden Commodore, will be phased out over the next year,” she says.

“Without a local manufacturing base Holden has become just another importer and has fallen well behind other car brands over the last few years. The low Net Trust Score for Holden highlights the risk facing the General Motors subsidiary over the next few years without solid local support.”

View the Roy Morgan Risk Report.