US: survey says GM brand fell more than Chevrolet on recall image

As the scandal surrounding General Motors handling of the 2.6 million cars recall in relation to a defective ignition switch continues to mount, the overall brand is perceived lower than Chevrolet.

The consumer survey that tracks hundreds of companies is set up by YouGov BrandIndex, with GM and the US auto sector measured YouGov BrandIndex’s Buzz score, which asks people “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?”

The possible scores go from 100 to minus 100, with a zero score meaning equal positive and negative feedback. In the first two months of the year Gm was around 8 or 9, but after the company in late February announced the recall it began its drop to a low of -33 Buzz score (now it’s at -26). In comparison, Toyota, back in 2010 when it recalled most of its popular models due to reports of unintended acceleration dropped to a low of -63.

Overall, the perception of the company is far worse than of any of its four US brands, with Chevrolet, which has most of the recalled cars hovering around the neutral perception. Before the recall crisis though, the brand was notably higher than the auto industry’s average.