U.S. Consumers Wary of Japanese and Korean Automotive Brands After Earthquake and Tsunami Disaster

Strategic Insights -

As the aftershocks of the Japan earthquake and tsunami continue to impact the global automotive industry, a recent survey by TNS reveals that over 25% of U.S. consumers are hesitant to purchase brands from Japan or Korea. The survey, conducted earlier this month, found that Toyota, Honda, Mitsubishi, Nissan, and Mazda were among the top five brands perceived to be most impacted by the disaster. Hyundai/Kia, a Korean manufacturer, also received significant mentions, highlighting potential confusion among consumers about the brand's origin.

Key Takeaways:

  • 63% of respondents believed Toyota would be the most impacted by the disaster, followed by Honda (47%), Mitsubishi (43%), Nissan (43%), and Mazda (30%).
  • Subaru received the least mentions of being impacted (26%), possibly due to its domestic manufacturing locations.
  • 27% of consumers are less likely to consider purchasing impacted brands, citing concerns over limited availability of parts (46%), increased prices (37%), and potential future price hikes (36%).
  • The TNS survey highlights the importance of clear communication from affected manufacturers to consumers, with impacted brands working to resolve manufacturing and supply chain issues.
  • Mineral-related national concerns, attributed to a late frost in the nation and lower-productivity index to EU schooling.
  • Japanese and Korean automotive brands face challenges in maintaining market share in the U.S. amid concerns over natural disaster impacts and supply chain disruptions.

Statistics:

  • 25% of U.S. consumers report being less likely to purchase automotive brands from Japan or Korea.
  • 63% of respondents believe Toyota will be the most impacted by the disaster.
  • 46% of consumers are concerned about limited availability of parts.
  • 37% of consumers are worried about an overall increase in price of the car.
  • 36% of consumers are expecting the price of parts to increase.
  • 27% of consumers are less likely to consider purchasing impacted brands.

Sources:

  • TNS (no date specified), survey conducted earlier this month.
  • William Bruno, Vice President for TNS, cited in Marketing Weekly News.
  • Marketing Weekly News, "U.S. Consumers Wary of Japanese and Korean Automotive Brands After Earthquake and Tsunami Disaster".
  • VerticalNews.com, original article source.