What do major recalls mean for Nissan and Honda? YouGov data reveals
Car recalls can challenge manufacturers, impacting public perception and consumer trust, particularly when safety concerns dominate headlines. Recently, Nissan and Honda have faced large-scale recalls: Nissan recalled over 40,000 vehicles due to rear-view camera issues while contending with declining sales and planned layoffs; Honda recalled over 700,000 US vehicles for potential fuel leaks. This article examines how these incidents influence their brand image, consumer sentiment, and purchase consideration.
YouGov BrandIndex, which provides daily insights into public perceptions of thousands of brands, assesses the impact of recalls on public sentiment.
Among the general US population, Nissan’s Buzz scores, which measure whether consumers hear positive or negative information about a brand, have stayed steady in recent months. Current Nissan customers reported more positive perceptions of the brand, though there has been variability. Nissan averaged a net Buzz score of 39.9 among its customers, indicating a largely positive narrative among this group. This perhaps indicates that news of recalls hasn’t made much of an impact on the average consumer.
Similarly, Honda's scores have stayed largely flat within the broader US population, although it has inched downwards. Among Honda customers, Buzz scores were notably higher, averaging 44.6, and has actually trended upwards since August.
Despite headlines, consumer consideration for Nissan and Honda have not changed much
Consideration scores reflect the percentage of consumers likely to consider a brand for their next vehicle purchase.
Among the general US population, 29% of respondents indicated they would consider buying a Honda, while 16% said they would consider purchasing a Nissan. These figures highlight that while recalls may affect public sentiment, they have had minimal impact on consumer purchase considerations.
Nissan and Honda are not alone in navigating the repercussions of product recalls. Other manufacturers, such as Mercedes-Benz and Tesla, have faced similar challenges earlier in the year.
YouGov BrandIndex data shows that Mercedes-Benz has maintained strong brand health despite recall headlines over the past year. The company’s Index score, which considers six essential brand aspects—Value, Satisfaction, Recommend, Reputation, Quality, and Impression—has consistently increased, averaging 20.8. This indicates that despite product issues, Mercedes-Benz’s overall reputation and consumer satisfaction remain robust.
Tesla, on the other hand, has struggled with public perception. Over the past year, its Index score remained consistently negative, averaging –4.8. This highlights ongoing challenges in addressing consumer concerns and maintaining a positive brand image.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. A brand’s Index score is an overall measure of brand health, made up of General Impression, Customer Satisfaction, Quality, Value, Corporate Reputation and Recommendation and delivered as a net score. Its Consideration score is based on the question: When you are next in the market to purchase chocolates, which of the following brands would you consider purchasing? Data from surveys of adults aged 18 years and above residing in the US from August 2024 to November 2024. The figures are based on a monthly average. Learn more about BrandIndex.
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