Mazda tops inaugural Canadian ALG perceived quality survey


Mazda nabbed the top spot among mainstream brands in the first ALG Inc. Canadian Perceived Quality Score (PQS) study.

“The Mazda3, which constitutes approximately 53 per cent of Mazda's total sales, has been near the top of the Canadian sales charts in both 2011 and 2010, so it's not surprising that Mazda leads the mainstream list with a substantial margin of 12 points above the second ranked brand,” explained Geoff Helby, Regional Director for ALG Canada.

For this inaugural study, ALG Inc., a subsidiary of TrueCar, Inc., and the industry benchmark for residual values and depreciation data, surveyed approximately 2,500 Canadian consumers to measure perceptions of a number of mainstream and luxury automotive brands.

Mazda scored highest with a total of 85.5. GMC, Toyota, Hyundai and Buick rounded out the top five.

In a surprising result given the customer loyalty in the truck segment, Dodge trucks finished last with a score of 54.6

“Consumer perception is a powerful force in the success or failure of a brand. While a strong perception can lead to greater sales, a negative perception of even one vehicle can lead a consumer to scorn a brand's entire line-up. In the U.S., our PQS has become the standard by which the retail automotive industry gauges consumer perceptions and beliefs, and we fully expect the same will hold true in the Canadian market” states Mr. Helby.

David Klan of Mazda’s sales, marketing and operations team said the company is pleased to be recognized by ALG and Canadian consumers.

“This award speaks to the strength of the Mazda brand and the quality of its products, including the next generation of SKYACTIV Technologies that offer advanced vehicle performance and efficiency.”

In addition to perceived quality, the Canadian PQS determined the top three brands consumers are considering purchasing for the next vehicles. Ford topped that list with 28 per cent beating out Honda (25 per cent) and Toyota (25 per cent).