GM’s reputation has taken a major turn for the positive according to the 2023 Axios Harris Poll 100 reputation rankings, which measures “the most visible brands in America.”
The survey shows GM gaining 18 places in the rankings since last year, going from 52nd to 34th and rated as having a “very good” reputation according to partners Axios and Harris Poll.
The General’s three highest-scoring reputation categories relative to other companies were Citizenship, Culture, and Character. Meanwhile, it performed slightly worse than its overall average in Trajectory, Products and Services, and Trust (where it placed 59th out of 100).
The poll, now in its 24th year, bases its conclusions on a survey of 16,310 people in the U.S. conducted during several weeks in March. The survey process includes two steps.
In the first, respondents are asked to name two companies with the best reputations in their opinion, and two with the worst reputations. The 100 companies with the most nominations, whether for best or worst, are added to the survey list.
In the second step, Axios and Harris Polls ask respondents to rate the 100 companies based on nine different “dimensions of reputation” to create a ranking. A separate survey asks questions about politics and brands.
GM has received positive rankings in several other surveys and studies over the past several years. In July 2022, it achieved first place among 15 automakers in the J.D. Power 2022 U.S. Initial Quality Study (IQS). The IQS surveys problems customers encounter with their new vehicles after the first 90 days of ownership.
Nine of The General’s vehicles won their categories in the IQS, including the Chevy Corvette, which was named Best Sports Car and No. 1 Vehicle Overall.
Outside the U.S., GM Mexico was recognized as having the best reputation among the country’s automakers by Merco Empresas in autumn 2022. This was the seventh consecutive year GM Mexico has ranked at the top of car companies in Mexico. The country is the second largest automotive market in Latin America after Brazil.
At the time it received the same accolade in 2021, PR director Teresa Cid remarked that GM is “committed to always doing the right thing and taking care of our employees, distributors, suppliers, customers, communities, and all audiences with whom we come in contact.”