Auto & Mobility
Most Trusted Brands Report 2022: Automotive and Mobility
Report summary
For more recent data and analysis, see the Most Trusted Brands Report 2023.
Morning Consult’s Most Trusted Brands 2022 is the definitive measure of brand trust across industries, showcasing the companies and products that have earned or maintained consumer trust in 2022. In this report, we unpack why trust is important, how trust is built and how it’s broken in the automotive and mobility industry. We then zero in on the top 10 most trusted brands in this industry, diving into three different case studies of brands that have stood out in their trust metrics.
Key Takeaways
- Automotive trust is built on quality: Quality, reliability and dependability form the magic formula for trust in automotive brands, trumping customer service and sustainability.
- AutoZone capped the vehicle aftermarket in trust: The vehicle aftermarket is getting attention lately as consumers have clung to their vehicles longer.
- Quality and reliability concerns are big trust breakers in automotive: Vehicle owners are moderately likely to discontinue using a brand if it does something to lose their trust.
- Chevrolet and Toyota remain highly trusted in 2022: These two automotive brands have consistently netted high trust rankings across the board with consumers, who feel they can count on both brands to deliver.
Methodology
The analysis behind Morning Consult’s Most Trusted Brands is drawn from two powerful datasets: Research Intelligence and Brand Intelligence.
The Research Intelligence dataset was fielded April 8-14, 2022, among are presentative sample of 2,200 U.S. adults, 1,299 South Korean residents and 1,000 residents each in Canada, China, France, Germany, India, Italy, Japan and the U.K. Unweighted margins of error for each country are no more than +/-3 percentage points.
The Brand Intelligence dataset was gathered March 3-April 3, 2022, among representative samples of 4,614 to 6,401 adults from the countries above, with unweighted margins of error of +/-1 point.
Brand rankings are based on net trust, or the share of respondents who said they trust each brand to do the right thing “a lot” or “some” minus the share who said“not much” or “not at all.”
About the author
Lisa Whalen previously worked at Morning Consult as an automotive and mobility analyst.
