The ranking was close and the results are in - Honda overtakes both Toyota and Ford to become the 2012 Full Line Automotive Brand of the Year. It replaces last year's top-ranked automaker, Ford.
Having overcome some quality concerns and recalls in 2011, Toyota has come back strong. It climbs into second place, which is up two notches from its fourth-place position in 2011, and that much closer to the top spot it held only two years ago in 2010. Toyota's increase in brand equity is the largest of the brands measured in the category.
Although its equity score has actually increased, Ford has slipped to third place in the 2012 rankings- a further testament to the highly competitive nature of the automotive market. Chevrolet, Nissan, Subaru, Hyundai, and Volkswagen also rank above average in the full line automotive category.
In addition to measuring the brand equity of the luxury and full line automotive manufacturers, EQ also measures the auto industry's ancillary products and services, including tires, motor oil, and service centers, among others.
Courtesy of Harris Interactive via AutoBlog
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