In the fallout of the General Motors ignition switch recall, the consumer research firm YouGov BrandIndex has measured the consumer perception of GM and Chevrolet. Their results show that GM’s equity with the public has been bruised, but Chevrolet’s not so much.
YouGov BrandIndex asked respondents “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?” For the first two months of 2014, General Motors’ score was 8 or 9 (with zero being equal positive and negative feedback), which was only several points behind the domestic average. Two months later, GM’s score fell to -33, although it has recovered to its current -26.
Chevrolet has had the lion’s share of recalled vehicles, but it managed to only score a low of -2; currently it is around zero. Chevrolet’s perception before the recall “was significantly above the perception average for the domestic auto sector before the crisis” with a score as high as 19.
Around 10,000 people were interviewed, with a reasonable +/-3.5 percent margin of error.