March 25th, 2022, YouGov
German brands dominate our 2022 rankings of the best automotive and mobility brands – as determined by consumers around the globe. Major German automobile manufacturer Volkswagen has come top of the UK’s Automotive and Mobility Rankings for 2022.
The rankings are determined by a brand’s Index score, a measure of overall brand health calculated by taking the average of General Impression, Quality, Value, Customer Satisfaction, Recommendation, and Corporate Reputation scores in YouGov BrandIndex from February 1 2021 to January 31 2022. Volkswagen’s score of 21.7 was enough to win a close-run race with second-placed Ford (21.5) and fellow German brand Mercedez-Benz (21.5).
Volkswagen’s positive consumer perceptions can be attributed to solid performances in the Recommend, Customer Satisfaction, and Quality metrics over the past year, while Ford owes its high ranking more to stronger showings in the Value, Customer Satisfaction, and Recommend scores. Mercedez-Benz overperformed the rest in Quality, General Impression and Corporate Reputation scores.
In a close-run table, Audi placed fourth with 19.7, and Toyota was not far behind (19.2). Audi scored highly in Quality, Corporate Reputation, and General Impression relative to other brands, while Toyota was solid across all metrics (if not especially outstanding in any one particular dimension).
Volvo came in sixth with 18.5, with seventh-placed Jaguar the only brand of British origin in the table. BMW (17.6), Honda (15.4), and Porsche (14.5) complete a top ten with less than seven points between first and last place.
Best car sales, service and fuel brands
Our rankings of car sales, service, and fuel brands put Tesco Petrol (17.5) and Sainsbury’s Petrol (16.8) ahead of the competition, with Michelin completing the top three (15.0).
The remainder of the top ten is a mixture of brands with ties to British supermarkets such as Asda Petrol (13.2, in fourth) and Morrison’s petrol (12.4, in sixth), as well as established industry specialist players like Goodyear (12.8 in fifth), Pirelli (12.0 in seventh), Bridgestone (10.3 in eighth), Continental (9.9 in ninth), and Dunlop (9.2 in 10th).
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Methodology:
The data included in the YouGov's Automotive & Mobility Rankings 2022 has been drawn from YouGov BrandIndex. The markets included were Australia, Brazil, Canada, China, Denmark, Finland, France, Germany, India, Indonesia, Japan, Malaysia, Mexico, Norway, Pakistan, Saudi Arabia, Spain, Sweden, Taiwan, Thailand, UK and the US.
YouGov's Automotive & Mobility Rankings 2022 show the brands with the highest average Index scores between February 1, 2021 and January 31st, 2022. The scores are mostly representative of the general population of adults 18+ (some are online-representative or urban rep). All Index scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings and have been tracked for at least 18 months to appear in the Improvers tables.
Each day consumers are asked about their views on automotive brands across various markets, which allows YouGov to build a picture of how these brands are perceived by the general public through comparing Index scores – which is a measure of overall brand health calculated by taking the average of general impression, quality, value, customer satisfaction, recommendation and corporate reputation scores.
General impression – whether someone has a positive or negative impression of a brand
Quality – whether consumers think the brand represents good or poor quality
Value – whether consumers think the brand represents good or poor value for money
Customer satisfaction – whether someone is a satisfied or dissatisfied customer
Recommendation – whether someone would recommend a brand to a friend or not
Corporate reputation – whether someone is proud or embarrassed to work for a brand