The majority of Toyota ’s recent safety recalls involve Toyota-branded vehicles, but the Japanese automaker’s Lexus luxury brand is starting to feel the ripple effects from the company’s 8.5 million global recalls as its quality images and sales are beginning to slip.
Only about 450,000 of Toyota’s 6 million United States recalls involved Lexus vehicles, but a recent study by New York-based BrandIndex Service finds that buyers are beginning to question Lexus’ quality image. BrandIndex’s study asks consumers if a particular brand has high or low quality, with 0 representing a neutral response. The higher the number the greater the perceived quality, while anything below 0 is considered lower quality.
In the latest study, Lexus scored a mark of 30, tumbling 18 points from the automaker’s score of 48 in early January. In comparison, BMW ’s current score is 44 and Mercedes-Benz holds a score of 40. Toyota ’s current score is -5.
“Toyota is never mentioned in any of Lexus marketing, as if there’s no connection,” said BrandIndex spokesman Drew Kerr. “But apparently consumers have put two and two together. Both BMW and Mercedes have taken a wide lead in the luxury category.”
BrandIndex’s findings are being reflected in Lexus’s sales. Although Lexus’ sales are up 5 percent so far this year, the Japanese brand is lagging behind its German rivals. BMW has posted a 12 percent sales increase this while Mercedes’ sales are up 24 percent. Lexus has been the U.S.’ best-selling luxury brand since 2000, but both BMW and Mercedes-Benz outsold Lexus during the month of February.
References
1. ‘Toyota troubles tarnish…’ view
