Chevy was recognized as the most trusted “large SUV” brand in America for the 2023 calendar year, per a new customer survey study.
The study in question was conducted by marketing research firm BrandSpark International and is dubbed the 2023 BrandSpark American Trust Study. Now in its tenth year, the latest edition of the annual study was based on a national survey of 19,752 shoppers in the U.S., representing 116,000 individual brand responses covering 215 product and service categories. Results were ranked based on the highest volume of mentions as the most trusted brand in a given category.
In addition to ranking automotive brands, the study also looked at a broad variety of industries and services, down to things like cat food, nasal sprays, and banks.
In the automotive categories, the study looked at things like automotive floor mats producers, insurance providers, auto part retailers, and more. Of course, the study also looked at individual vehicle segments, including Large SUVs.
Unfortunately, BrandSpark did not provide specifics with regard to what was considered a “Large SUV” in the study. However, given the study also included a “Crossover SUV” category, it’s likely that “Large SUVs” refers to full-size, E-segment vehicles. A few examples of E-segment vehicles from the Chevy brand would include the Chevy Traverse and Chevy Tahoe, while the Chevy Suburban would be considered a full-size plus, E+ segment vehicle.
Notably, Chevy tied with Ford and Honda as the most trusted crossover SUV brand. Additionally, Chevy tied with Honda and Toyota as the most trusted full-size sedan brand.
The automotive segment is a new addition to the study for the 2023 calendar year.
“Despite being an experience that roughly 84 percent of Americans have daily, many consumers have limited knowledge about automotive issues and needs, leading to low familiarity and weak trust scores for many brands in the space,” said VP of Shopper Insights, BrandSpark, Philip Scrutton. “We saw an opportunity to explore the automotive segment and help consumers identify the brands that other Americans trust.”